Lighting Illusions Online Business Strategies

This solved assignment examines strategies for Lighting Illusions, an online lighting retailer, to improve its online business efficiency and maximize profits. It recommends implementing various tactics, including offering trial options to customers, utilizing website analytics and A/B testing to understand product appeal, optimizing search engine visibility through SEO, and focusing on customer satisfaction to build loyalty. The assignment emphasizes the importance of integrating both online and offline strategies for a balanced approach.

Running head: DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS
AUSTRALIA
Digital Strategy: A Case Study of Lighting Illusions Australia
Student Name
University name
Author Note

DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
Table of Contents
PART A...........................................................................................................................................3
Overview......................................................................................................................................3
Point of difference.......................................................................................................................3
Budget and platforms...................................................................................................................4
Target market...............................................................................................................................4
Competitors..................................................................................................................................4
Marketing Communication problem............................................................................................5
Main competitor...........................................................................................................................5
Beacon Lighting.......................................................................................................................5
Ability of digital media to transform the organization: Broad vision.........................................7
Integration of marketing, IMC and digital strategy.....................................................................9
Digital strategy...........................................................................................................................11
Evidence of search activity........................................................................................................11
Brand messages.........................................................................................................................13
Degree of company involvement in community management..................................................13
Social and Digital media tools...................................................................................................14
Facebook................................................................................................................................14
Twitter....................................................................................................................................14

DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
Instagram...............................................................................................................................14
LinkedIn.................................................................................................................................14
YouTube................................................................................................................................14
Blogs......................................................................................................................................15
Frequency of use of digital and social media tools....................................................................16
Examples of content shared.......................................................................................................17
Strategic user engagement.........................................................................................................17
Measurement of digital performance.........................................................................................17
PART-B.........................................................................................................................................18
Recommendation.......................................................................................................................18
References......................................................................................................................................20

DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
PART A
Overview
Lighting Illusions is an Australian company, which offers technologically advanced and
innovative lighting products and ceiling fans. They use a tagline “The name in lights”. The
company is Brisbane based and was founded in 2003. There are two retail stores in Brisbane and
other two are in Kawana and Fortitude Valley. The store in Fortitude valley seems to be the ideal
LI store which other stores follow. Within a year more three stores will be opened. The company
also serves through online. The company sells different types of lighting for indoor to outdoor,
LED lighting, Ceiling fans, exhaust fans and globes (Lightingillusions.com.au, 2017). 60 of their
sales is covered by fans and lighting and only 5-10 % is covered by specialty items. The
company logo has been redesigned recently.
Point of difference
Lighting Illusions values customers the most. They understand that every customer has
different needs. They access every customer’s need and provide them with best range of
company products. The online service is also provided for the customers who are too busy to
visit the stores. The customers come and visit the stores and try out different alternative options.
They can test different wall lights and decide upon the most suitable one. The store visiting
customers often test out different fans and check out the products’ service, this helps them to
compare among several options and opt for the best one according to their need and desire.
However this offer is only limited to their offline customers.

DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
There is an ongoing demand for this service online as well. The company can actually apply
some business strategies and offer the option to their online customers as well.
Budget and platforms
The company performs on several platforms. Many digital platforms like Facebook,
Pinterest and Instagram, advertising through various search engines, televisions, catalogues and
magazines. The budget of 19000 is divided across through various platforms. The company
sends 21000 emails to individual customers on every Saturday.
Target market
The offline customers mostly live around 9 kilometers of the Lighting Illusion stores.
Maximum of the customers are the home owners who are redecorating their homes. They are
mostly in hurry and do not want to spend much in the lighting. The company mainly aims to the
customers of age of 35 to 54. Female customers are given special value.
Competitors
The market is quite competitive. The market is national based as the voltage difference
seems difficult for the company to catch the abroad or world market. Beacon Lighting acts as
Lighting illusion’s main competitor in the national market. They apply an effective strategy of
using a television platform for their main promotion. The show ‘The Block’ is in partnership
with Beacon Lighting and the two leads of the show are the company’s promotional faces. Other
competitors are JB Hi-Fi Limited, Harvey Norman Holdings, Myer Holdings Limited,
Warehouse Group Limited, Super Retail Group Limited, Osiris Holdings Proprietary Limited,
Muir Electrical Company, Cotton on Clothing Proprietary Limited and DSHE Holdings Limited.

DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
Marketing Communication problem
Since the inception Lighting Illusion has been applying some limited and specific
marketing strategies. The brand awareness must be grown. For that the strategies and operation
plans must be coordinated and integrated. The brand must be unique and effective which will
help them to race ahead of their competitors.
Main competitor
Beacon Lighting
Beacon Lighting’s website represents the brand image clearly, even though no tagline is
shown at the top. The use of yellow in the logo seems appropriate. The website offers a live chat
option for the customer assistance (Beaconlighting.com.au, 2017). The use of red, white or black
with well designed advertisements look appealing. The catalogue is systematic as all the services
are at one place at the bottom of the page.

DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
Criteria Observations/Examples Rating

DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
Ability of digital media
to transform the
organization: Broad
vision
The mission of the organization is to provide
each customer with quality, practical and
effective lighting solutions. Digital marketing
is the most effective strategy of modern
business (Ryan, 2016). The marketing offers
the company with necessary information,
goods, ideas and services. The use of
electronic data and platform for concept
generation and execution can help the
company to achieve the goals.
Lighting illusions use few of the available
social media platforms. However successful
social media marketing is a difficult task and
collective responsibility (Tuten & Solomon,
2014). The conversation and communication
between the company and the consumer is at
root of the social media strategy. Successful
social media marketing brings more revenue
by engaging and attracting with potential
customers and enhances the brand value.
The company’s strategy for store and digital
5

DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
platform are different. The corporate image of
the company is not presented and Lighting
solutions does not put much effort to represent
its corporate image through its digital
platform.

DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
Integration of
marketing, IMC and
digital strategy
Few inconsistencies can be experienced in the
company’s internet marketing. The
communication between the customer and the
company through their digital page is not
coherent. The customers are not supported
through several messages. The company must
maintain that the messages they are
communicating should not appear
contradictory.
The inconsistencies can be experienced in
different pages, like in EBay there is different
logo for the store, in Home show there is no
logo and color inconsistencies, in Yellow
Pages just images and only 16 seconds for
Television.
The company’s digital strategies fail to be
effective. Many different messages have been
communicated to its customers through
various platforms, which are resulting in
confusion.
Lighting Solutions should be more careful in
delivering messages in different platforms.
1

DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
They must utilize the opportunity of sending
their messages to many people in the cheapest
way.

DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
Digital strategy The company’s digital strategy is not very
effective. The digital strategy is expected to
expand the company’s benefit. The brand
image is not clear, the value is not represented
and the customers are not well assisted. There
is no balance between the information
technology team and leadership of the
company.
2

DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
Evidence of search
activity
Lighting Illusions does appear on the first
page of the most popular search engines of the
internet. Also one can see the paid
advertisement at the top of the page.
8
Criteria Observations /Examples Rating 1 to 10

DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
Brand messages The messages on different website appear
same. Website like ‘Truelocal.com’ or
‘Brisbanehomeshow.com’ consists of similar
messages for the company. However few are
not updated as the information related to three
new stores are not available in most third
party websites.
8

DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
Degree of company
involvement in
community
management
The community management is not just the
social media engagement but also the retaining
customers, enhancing brand value and
increasing drive sales (DeMers, 2017). The
community manager does not serve the
customers effectively. The lack of online
assistance for the customers can be considered
to support this.
Lighting solutions does not encourage its
customers. They do not offer much benefits or
rewards like its competitors offer.
Lighting solutions should offer discounts and
other offers to attract more customers.
2

DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
Social and Digital media
tools Facebook
The Facebook page of Lighting Illusions is
followed by 2933 people, 64 people have
visited and an average of 4.3 starts has been
given. The individual post is liked by 2 or 3
people. The last post was 2 days ago, so it is
not very active or up to date (Facebook.com,
2017).
Twitter
Only 24 followers on Twitter. A total number
of 35 tweets have been posted by the
company. The last tweet was from 2 year back
(Twitter, 2017).
Instagram
Just 12 followers and no posts yet
(Instagram.com, 2017).
LinkedIn
There are 31 followers in LinkedIn
(Linkedin.com, 2017).
YouTube
3

DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
175 Subscribers. The last video was uploaded
2 years ago (YouTube, 2017).
Blogs
The company blog is not updated as the last
blog was from 2015
(Lightingillusions.com.au, 2017).
Ebay
Different logo has been projected.
Yellow pages
No information is available there only few
images of the company.
They only focus on Facebook, other valuable
platforms like Pinterest is not used by the
company.

DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
Frequency of use of
digital and social media
tools
The new messages are not frequent and
regular. The company posts messages on
Facebook most frequently. However other
platforms like Twitter or Instagram are not
used much.
2
Criteria Examples or observations Rating 1 to 10

DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
Examples of content
shared
Product photos
Promotional photos
Videos- advertisement, activity, home show
Sales report
Blog articles
5
Strategic user
engagement
The digital activity is focused on electronic
manufacturing market. Most of their digital
materials are product oriented and
advertisements. It focuses on national market,
the whole of Australia. However they do not
engage in encouraging its customers by
offering attractive gifts or discounts. They are
not engaging its customers in such activities
which the company can measure in order to
improve its business.
7
Measurement of digital
performance
There have been fewer attempts to measure
the digital activities. In Twitter the regular
updates was about the posting of product
related photos. However much information
2

DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
has not been collected as there is no
implementation of that information on the less
active social media platforms.
PART-B
Recommendation
The website of Lighting Illusions does not represent any clear brand image, which can
successfully showcase their brand value. The loud and vibrant colors on the advertisements give
the feeling that the company is offering cheap products (Lightingillusions.com.au, 2017). On the
contrary they have used dark colors in their logo. The dark blue in the background appears
confusing. Lighting Illusions is offering lights and fan, so the maximum area covering by a dark
color gives a wrong idea. The website does not offer any live chat option to help the customer.
They offer a lot of help in their stores, but fail to offer the same through their digital platform.
The vision of the company appears at the bottom of the page. No systematic catalogue as
everyone has to search for the items separately. Lighting illusions’ digital strategy performance
is not impressive. As based upon the research it can be seen that the score is mostly low.
Following are some recommendations which the company can adapt in order to improve their
business and enhance the brand value.

DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
1. The research and evaluation process will help to identify the urgent concerns. They
must engage in data mining in order to determine the customer needs. The supply
chain management will be enhanced through building supply alliances.
2. The data mining process must be executed by the company in order to understand the
employee needs. It can focus on user generated services. The community driven
customers must be encouraged and engaged more.
3. To ensure maximum profit on the online business, the company must increase the
efficiency of the site. It can bring balance by providing similar offers to both online
and offline customers.
4. The online customers should be offered the testing options. They will offer the
customers new products of different prices. The company should use few apps to
determine their website appeal to its customers. The testing will help the company to
understand which products are attracting more people. So they can offer those
products in their stores as well. The measurement will help them to design the logo as
well.
5. The company has to invest more on the employees who will visit the employees and
provide them with several options for the trial. There must a devoted team of talented
designers who will identify the flaws in the designs and redesign it to enhance the
brand value. The employees should involve in online activities by posting regularly
and measure the response.
6. The company must effectively use Search engine optimization to mak the services
more accessible to its customers (Dawson, 2006). This will include the companies’
familiarization with SEO; help them to fix minor issues and using CMS plug-ins and

DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
software. This will ensure the company’s visibility to its consumers and to its market
competitors.
7. Above all Lighting Illusions must focus on enhancing customer satisfaction to
achieve customer loyalty and desired goals.
References
Beacon Lighting – Lights, Fans and More. (2017). Beaconlighting.com.au. Retrieved 12 August
2017, from https://www.beaconlighting.com.au/
Dawson, A., & Hamilton, V. (2006). Optimising metadata to make high-value content more
accessible to Google users. Journal of Documentation, 62(3), 307-327.
DeMers, J. (2017). Why Community Management Is Different From Social Media
Marketing. Forbes.Com. Retrieved from
https://www.forbes.com/sites/jaysondemers/2015/02/12/why-community-management-is-
different-from-social-media-marketing/#255566a467d9
Lighting and Ceiling Fans. (2017). Lightingillusions.com.au. Retrieved 12 August 2017, from
https://www.lightingillusions.com.au/
Lighting Illusions (@LIGHTINGOZ) | Twitter. (2017). Twitter.com. Retrieved 12 August 2017,
from https://twitter.com/lightingoz
Lighting Illusions. (2017). Facebook.com. Retrieved 12 August 2017, from
https://www.facebook.com/pg/lightingillusions/photos/?ref=page_internal