{"id":3634,"date":"2026-06-08T14:22:03","date_gmt":"2026-06-08T14:22:03","guid":{"rendered":"https:\/\/lightingnewsnow.com\/?p=3634"},"modified":"2026-06-08T14:22:04","modified_gmt":"2026-06-08T14:22:04","slug":"how-top-showrooms-have-changed-their-website-strategy","status":"publish","type":"post","link":"https:\/\/lightingnewsnow.com\/?p=3634","title":{"rendered":"How Top Showrooms Have Changed Their Website Strategy"},"content":{"rendered":"\n

Whether they are located in a major city, an outlying suburb or a rural area, the finalists in the Showroom of the Year competition have certain best practices in common. This week, the focus is on how they approach their websites.<\/strong><\/p>\n\n\n\n

In doing research for this article, I performed my own random sample of lighting stores nationwide using the keywords \u201clamp shop,\u201d \u201clighting store\u201d and \u201clighting showroom\u201d in Google, Yelp, Houzz and other sites. First of all, I was checking to see how many of those stores had a website (all did) and second, whether that website went deeper than a static welcome page (most, but not all<\/em>, did). Of the latter, I\u2019d say 97% of the websites I visited showed available products \u2014 many supplied prices, some featured brand names, more than 30% had a \u201cWish List\u201d function and roughly 60% offered a \u201cshopping cart.\u201d These are all great improvements in comparison to where the industry stood 10 years ago.<\/p>\n\n\n\n

When I drilled down into each site, however, there are little foibles that can detract from the customer experience. A common problem I had was broken links when clicking on various sections of a site. Another pitfall is the appearance of dated material, specifically blog posts that are dated 2022, 2023, etc. Offering a blog that contains helpful content is terrific; not updating it regularly is not. (If periodic updates aren\u2019t realistic, it\u2019s probably best to remove the reference to previous years.) \u00a0<\/p>\n\n\n\n

Since my preliminary findings showed there is still a need for lighting retailers to finetune their website messaging, I turned to this year\u2019s finalists of the upcoming Showroom of the Year (SOTY<\/a>) competition to see how they are utilizing their websites. Below are some commonalities.<\/p>\n\n\n\n

Continual updating is a necessity<\/strong><\/p>\n\n\n\n

Even if a store is the only lighting showroom in a 100-mile radius, it still battles fierce competition since a consumer-friendly e-commerce website can easily win a sale over the most experienced lighting salespeople in a brick-and-mortar showroom due to convenience.\u00a0<\/p>\n\n\n\n

To sum up what this year\u2019s SOTY finalists told judges: upgrading your website isn\u2019t cheap, it\u2019s not easy, and it can be filled with unforeseen challenges. That said, it is probably the number one investment showrooms should make this year (if they haven\u2019t already) because the internet is so critical to today\u2019s consumers.\u00a0<\/p>\n\n\n\n

And while price shopping is a primary reason consumers look at lighting showrooms\u2019 websites, it\u2019s not the only one. The internet also provides a valuable service that ranks almost as high with consumers as price \u2014 saving time. According to numerous published surveys, more than 75% of shoppers look for products online before shopping in person. This holds true even if a brick-and-mortar store is located nearby. Survey results indicate that the majority of shoppers visit a store\u2019s website first and if they find that site to be easy to navigate and informative, 45% said they will make the drive to visit that store. <\/p>\n\n\n\n

In that regard, the old adage \u201cTime is money\u201d still holds true. Retailers that save consumers time by providing the information they need to quickly and easily decide on a purchase are the ones with a better shot of winning that sale.<\/p>\n\n\n\n

Tweak your website\u2019s function to meet consumer needs<\/strong><\/p>\n\n\n\n

As Tammy Dalton, marketing director of Accent Lighting<\/a> in Wichita, Kansas, noted, \u201cOur website functions as an extension of our showroom \u2014 allowing customers to browse collections, explore brands, and research products before they visit. We focus on clear navigation, strong product categories, and educational content that helps customers make confident decisions.\u201d<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Cindy Herrin, general manager-lighting for Construction Resources<\/a> (CR), which has two showrooms in Georgia, stated, \u201cOur showrooms have embraced a digital footprint at POS allowing customers to explore and share options from their phone or tablet while in the showroom and even make wish lists directly tied to the Lights America platform.\u201d<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

In addition to a robust website that includes a price-match guarantee and free shipping on any order over $100, Nashville-based Hermitage Design<\/a> has \u201cintegrated interactive digital workstations in-store that allow clients to browse an endless aisle of products, expanding beyond physical inventory while maintaining curated control. This integration bridges tactile showroom experience with digital depth, improving engagement and shortening the decision cycle,\u201d according to Daniella Fleischer, senior vice president of marketing.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Due to its location, Kilohana Lighting & Fans<\/a> in Hawaii has a unique situation from showrooms on the mainland. Homeowners and design professionals who are involved in building or remodeling projects in the Hawaiian islands browse the same etailers and manufacturers as the rest of the country \u2014 but they don\u2019t find out that a manufacturer or internet seller does not ship to Hawaii until they are going through the check out process. This leads to a lot of customer frustration, according to owner and founder Susan Irie. \u00a0<\/p>\n\n\n\n

To lessen that pain point, Irie is in the process of relaunching her website to only shows products that can be shipped to \u2013 or are already available \u2013 in Hawaii. This extra step has been challenging to implement, Irie said, and necessitated rebuilding the website from scratch. The end result, however, will be a much better experience for customers. In addition, Kilohana Lighting maintains several warehouses to simplify the shipping process within Hawaii as well as from the mainland.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

In tandem with its newly launched trade program, Draper, Utah-based Lighting Design<\/a> has developed a dedicated website exclusively for its trade partners that provides streamlined access to exclusive resources, product information, pricing, and tools designed to support professionals\u2019 businesses and simplify the lighting process. \u201cThe trade site mirrors the consumer-facing site in serving partners with the same seamless experience, but is tailored to professional needs,\u201d Maegan Eyre, marketing coordinator, told SOTY judges.<\/p>\n\n\n\n

Lighting Design\u2019s trade program is substantial; it already includes 350+ trade partners from all over the United States. \u201cSupported by a dedicated and growing internal team, the trade program has strengthened relationships with builders, designers, and contractors to create a collaborative network that expands Lighting Design\u2019s reach and impact,\u201d Eyre stated.  <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Lighting Design is currently undertaking \u201ca major website refresh\u201d that will \u201celevate the online experience, streamline product discovery, and provide enhanced resources for both homeowners and trade professionals.\u201d \u00a0<\/p>\n\n\n\n

One Source Lighting <\/a>in Billings, Montana, has become a shopping destination for the entire region. \u201cBillings is a hub for much of Montana and northern Wyoming,\u201d Lauri Patterson told judges. Realizing that its customers will need to drive a good distance to stop in, One Source aims to provide as much relevant information as possible on its site.  <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

\u201cOur website serves as a gateway to the showroom, making it easy for customers to learn about our services, explore product categories, and schedule visits,\u201d Patterson said. \u201cBy combining digital engagement with the in-person experience of our showroom, we create a seamless journey that inspires customers online and then invites them to see and experience lighting in person.\u201d<\/p>\n\n\n\n

Allison Hilliard at Chicago-based Lightology<\/a> explained that the company\u2019s website is designed \u201cto bring our showroom experience to life online. We embrace digital platforms as a powerful way to connect with our audience, showcase our ever-evolving product offerings, and tell the stories behind the brands we carry.\u201d<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Tune in next week, when the SOTY finalists share which AI and tech tools they are using for their back-end operations.<\/p>\n\n\n\n

The winners of the Showroom of the Year (SOTY) Awards in each revenue category will be announced live at Lightovation on Thursday, June 25 at 6 p.m. on the Main Stage of Trade Mart 3 Loft.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Related articles<\/strong><\/p>\n\n\n\n

The Lighting Showroom Guide to Social Media<\/a><\/p>\n\n\n\n

2026 Showroom of the Year Finalists Announced<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Whether they are located in a major city, an outlying suburb or a rural area, the finalists in the Showroom of the Year competition have certain best practices in common. This week, the focus is on how they approach their websites. 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