SHOWROOM STRATEGIES: IllumiNation Window & Door Co.

IllumiNation Window and Door Company
An Interview with Anthony Cullotta, owner of IllumiNation Window & Door Co.

IllumiNation Window and Door Company Arizona

Q: When did you add your Scottsdale, Ariz. showroom?

A: Our 2,000-square foot showroom was built in February 2014 to give both homeowners and building professionals a key location to visit, touch and feel the variety of top-quality windows and doors we offer.

Q: You’d been in business a few years without a showroom. What made you invest in one?

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A: Our business was growing and we were getting continuous requests from customers to see products before they committed to a purchase. The showroom was a natural evolution for us.

Q: What makes your showroom special in your marketplace?

A: We have fully operating door units and showcase the full door with hardware, jambs and even different casing options. These doors are stained or painted in the most popular colors so that homeowners can quickly and easily visualize them in their homes. Plus, we offer a variety of entry and patio doors—doors with miniblinds, modern style doors and more traditional doors—a full range of product. The door they see is what they can get for their home, and that makes all the difference and speeds up the selling process.