PDF《Phillips Lighting & Home: Leading》

― Phillips Lighting & Home: Leading the Market with ENERGY STAR? C An ENERGY STAR? Lighting Showroom Project To During thei l STAR.

Selling the Benefits the house. "ENERGY STAR products position Phillips as a leader in technology, design, and style, and provide increased sales and profits." Chuck Arnold, Philips Lighting & Home Chuck Arnold, President of Phillips Lighting & Home, is determined to be an ENERGY STAR leader. accomplish this goal, Chuck is actively displaying and selling ENERGY STAR qualified residential lighting fixtures and ceiling fans at Phillips' 30,000 square foot facility in Modesto, California. r fifty-five years in business, Phillips has learned that change is inevitable and that it is critical to stay tuned to the changing needs of the lighting market. ENERGY STAR qualified products positions Phillips as an energy- efficient lighting leader. Chuck is eager to point out that ENERGY STAR qualified product sales grew over

800 percent compared to last year. This growth is the result of the aggressive ENERGY STAR qualified fixture marketing campaign Phillips began in February 2004. Because of the hot and dry climate of California's Central Valley, a large part of Phillips' sales comes from ceiling fans. They currently display over

130 models, many of which are ENERGY STAR qualified. Philips sells high quality ENERGY STAR ceiling fans that help increase profits due to higher upfront costs. Hangtags and posters help identify ENERGY STAR qualified mode s and provide customers an affirmation of the superior quality (minimum 30-year motor warranty) and energy savings that customers come to expect from ENERGY Using the lessons learned from fans, Phillips is now working with their ENERGY STAR residential lighting fixture manufacturers. The marketing strategy includes: training the sales force, stocking a variety of fixtures, and creating special ENERGY STAR displays. This is generating additional sales and profits. Chuck states that, "I am confident that sales of these products will continue to grow." The key to Phillips' ENERGY STAR success is knowledge. Chuck knows that the big box stores cannot sell products as effectively as his trained employees. Phillips' trained sales force sells by explaining the benefits -- superior quality, long life, energy savings, and extended warranty. Phillips uses this "benefits selling approach" when promoting ENERGY STAR qualified ceiling fans from manufacturers such as Minka Aire, Emerson, and Casablanca. The same philosophy applies to ENERGY STAR qualified lighting fixtures. Employees explain the benefits of ENERGY STAR qualified products not only in terms of energy efficiency, but also in terms of quality issues like instant starting, reduced heat, and the two- year warranty. The reduced heat is important for Chuck's customers because it lowers air-conditioning costs and makes homes more comfortable. Philips currently has a 20-unit dedicated ENERGY STAR display from Sea Gull Lighting that includes interior and exterior fixtures. Simkar fixtures are also on display, resulting in an ENERGY STAR offering for every room in Phillips carries a large inventory in order to Planning for the Future Phillips plans They plan to and profits even more. ies The Bottom Line builders will be looking for any energy efficient But Philips Lighting is ready demands, as well as the code requirements. Helpful Hints and Sales Tips ? ? Identify ENERGY ? ? ? ENERGY STAR, assure that they can quickly supply the needs of their customers. Even with limited display, sales continue to grow. "ENERGY STAR qualified lighting products currently represent about one percent of unit sales, but because of their upfront cost they represent a higher percentage of dollar sales and profits," states Chuck. Selling ENERGY STAR qualified lighting products has proven profitable for Phillips Lighting & Home and Chuck sees additional opportunities in the future. to work with their advertising agency to improve ENERGY STAR marketing through ads, posters, and Phillips' web site. Phillips is very aggressive in fading out lines that don't sell or are discontinued. use some of the emptied space to increase the presence of ENERGY STAR qualified lighting products. Chuck believes that blending the ENERGY STAR qualified products into other displays can increase sales "For those coming to the store looking for energy-efficient products the dedicated display works great. When we blend the ENERGY STAR bathroom and outdoor fixtures into the general displays our sales force will have additional opportunit to sell the benefits," says Chuck. In addition to the