253_i2i_LightLiving_AF2016_CS_WEB

Insight gained at
The Light Show at
Autumn Fair helps
refine designs to
meet the demands
of UK customers
LIGHT & LIVING
FOCUS AND CHALLENGES
Founded more than 40 years ago in Noordwijk, Netherlands, Light
& Living is a global business that are an expert in designing home
lighting products. The company has around 100 employees with
sales teams in Scandinavia, Holland, Germany, USA and China and
exports to over 70 countries worldwide.
Light & Living’s mission is to be ‘‘a local company worldwide’’. They
are committed to building a deep understanding about the nuances
of each market in which they operate and what customers want
from lighting products. At the heart of this process is working closely
with local independent retailers who account for 80% of Light &
Living’s UK stockists.
The company has operated in the UK, one of the largest home décor
markets in Europe, for over 10 years now and they continue to see
major growth opportunities. Back in 2013, a decision was taken to
increase its UK investment in order to achieve high sales growth,
with major trade shows being the preferred route-to-market.
OBJECTIVE: Identify and capitalise on the best UK trade shows to
test new products and find the right mix to accelerate sales success.
“ We will be at The Light
Show at Autumn Fair every
year because it’s the best
environment to interact with
customers and prospects.
It has a great atmosphere
and encourages people to
talk freely and exchange
knowledge that helps us
create the right products for
the UK - leading of course,
to higher sales.”
HARM SPIJKER
DIRECTOR
LIGHT & LIVING

THE AUTUMN FAIR SOLUTION
Light & Living are very experienced in making the most of every
exhibition they attend. The first step was to develop a large
stand to present as many of the company’s 4,000 products
as possible – with a focus on highlighting the stream of new
designs being launched, tested and continuously refined.
By creating a thematic environment, the stand gave retailers a
good sense of how the products would look in the shop but also
in their customers’ homes. A promotional campaign was run
involving advertising in the press, and on the website along with
emails to their database across Europe. Light & Living’s core
message was that the latest products are always shown first at
The Light Show at Autumn Fair and this acted as an incentive to
visit the stand.
BENEFITS
Light & Living has developed a strategy that uses The Light
Show at Autumn Fair as a platform for sales by gaining in-depth
insight into the UK customer and market trends.
Build brand awareness
• Educate the market about the Light & Living approach
to home lighting
• Showcase new products, designs and colours
Create new relationships
• Attract new retailers to the Light & Living brand
• Promote the major sales opportunity that their
products offer
Increase market knowledge
• Direct customer feedback influences future designs
• Rapid clarity on which products work and which
need refining
RESULTS
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New retailers signed up at the show
Orders taken on the stand
Increased penetration of the UK market every year
for more information about Autumn Fair,
visit www.autumnfair.com
for more information about Light & Living,
visit www.light-living.co.uk
“ At every Autumn Fair we
meet new potential retailers
as well as existing stockists.
As a result, we see our UK
business increase every year.
We find Autumn Fair inspiring
and we always learn so much.
We’ll be back in 2016, no doubt
about it.”
HARM SPIJKER
DIRECTOR
LIGHT & LIVING