The Opportunity 

We were presented with the opportunity to work with Circa Lighting to add value to the company and positively contribute to it’s future growth and success. 

Through our research findings and exploration of ideas, our team developed a range of service solutions that aimed to optimize the Circa experience for greater market share, customer loyalty, and long-term profitability.

The Solution

Circa Travels

An opportunity to bring the Circa experience to other parts of the country, test new markets and assure quality and personalized customer service.


Discovering an Opportunity

Circa Lighting is a family owned business committed to offering quality home lighting, lamps, and accessories. Their business differentiates from others as they offer personalized consulting services from their knowledgeable sales team. Their showrooms are carefully design to offer the best experience possible. They characterized by their meeting spaces, merchandising displays, media areas and innovative work stations. 

Project Goals 

  • Understand Circa’s business, brand and culture
  • Establish Circa’s business objectives
  • Identify potential opportunities for Circa Lighting
  • Develop these opportunities


Persona Development

Circa's main target audience are designers. The secondary target audience are end users such as home owners. The personas represent Circa's audience and an employee to consider when designing solutions.

 

Service Blueprinting

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Service Blueprint

After analyzing the experience offered by Circa Lighting we mapped the potential opportunities in the service blueprint. We discussed them with Al Bessin, COO of Circa Lighting to choose the opportunities with the most potential.

Once the opportunities were chosen, the group split into four key areas of improvement. My group focused on the opportunity to bring Circa to different cities of America, testing new markets and bringing the unique and specialized customer service. 

 

Pop-Up Stores

Pop-up Shops are part of the experience economy: "It’s about surprising consumers with temporary ‘performances’, guaranteeing exclusivity because of the limited timespan" (trendwatching.com).

Pop-up shops are taking over the retail world and rethinking traditional brick-and-mortar and big-box stores.


Developing Ideas

Circa Travels

An opportunity to bring the Circa experience to other parts of the country, test new markets and assure quality and personalized customer service. 

The top cities in design represent the ideal locations for Circa to travel. The three market segments are shared by the cities.

 

 

 

Circa Travels

Circa Travels through two main concepts: The traveling showrooms and the traveling truckload. 

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Traveling Showrooms

Placement:

This is the opportunity for Circa’s showroom experience to come to the clients throughout the USA. These showrooms would be placed in strategic areas where conferences and interior design events are taking place, to take advantage of the large concentration of potential clients.  The showrooms would be located in rented locations found in the top interior design cities described previously in the Market Segmentation section of this book. 

Job descriptions:

Sales Associate: knowledgeable staff member that understands the products and reflects Circa’s culture bringing it to clients everywhere. Clients would be able to meet and collaborate through one-on-one appointments with the sales representatives they have been in contact with for years. 

Promotion:

Circa’s traveling showrooms will be promoted through phone calls, personalized invitations to events, e-mail blasts, and social media. 

Product:

The traveling showroom would: 

  • Display the newest selection of products in Circa’s portfolio
  • Showcase a specific designer’s collection
  • Have curated collections by recognized interior designers
  • Offer one-on-one appointment consultations with Circa’s Sales Associates
  • Offer different workshops for clients

 

 
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Traveling Truckload

Placement:

Circa’s Truckload will travel to nearby areas of existing showrooms. The purpose of this is to sell returned products in these areas preventing the need to ship the products to Savannah. At the same time, users will have access to discounted products without the need to travel long distances to acquire them. 

Job descriptions:

Sales Associate: knowledgeable staff member that understands the products and reflects Circa’s culture bringing it to clients everywhere.

Promotion:

Circa’s traveling Truckload will be promoted through the use of: social media, email blasts targeted specifically to clients in near locations, personal phone calls, and in showrooms (the nearest ones to where the Truckload will take place)

Product:

The traveling Truckload will showcase a specific category of products each day 

i.e. chandeliers on the first day of the Truckload, and then scones on the second, lamps on the third, etc. 

 

 

Design Team: Yuanhao Lu, Maria De La Vega & Ana Soto