A distributor for more than 30 years of lighting products and electrical supplies, Regency Lighting plans to stand out in a changing market by making purchasing easier for all types of customers—both professional tradesmen and consumers.
“As our industry has grown more and more complicated, we see e-commerce as a unique way to make product selection and purchasing much simpler,” says Scott Anderson, president and owner. “In a time where our clients are on the go and strapped for time, our goal is to systematically work through our key customer interactions to develop a user experience that is mobile, fast and easy.”
To address those needs, Regency recently launched an e-commerce site that’s designed to be quick and simple to search and navigate for products on a desktop or mobile device, enabling electricians and electrical engineers to research and place online orders from the job site, on the road or in the office, the distributor says. Regency says the website, at shop.regencylighting.com, features a comprehensive online catalog stocked with products including ballasts and drivers, batteries, electrical devices, lighting fixtures, light bulbs, recycling services, and lighting controls.
Andrew Thomas, who oversees e-commerce at Regency as director of marketing, tells B2BecNews that the new site replaces a legacy B2B-only site that was difficult for customers to use. The new site, built on the Magento e-commerce technology platform, was designed with features including a much faster site search, improved product images and better-organized product and category listings that replaced a lot of lighting industry jargon with “plain English.”
“The lighting industry is full of jargon, which can make it hard for shoppers to know what they’re getting,” Thomas says. “It’s a big project for us.”
Regency caters to customer demand for new construction as well as replacement products and services; turnkey retrofitting; design consulting; building maintenance; and recycling. The company, based in Chatsworth, California, operates seven warehouses in Atlanta, Dallas, Los Angeles, New York, San Diego, San Francisco and Orlando, Florida.
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