Exclusive product availability, proprietary technology and an energetic response to customer feedback provide Smarthome Direct with the keys to successful growth

By Matt Griffin

To overcome this hurdle, Kapur and Root have directed their teams to keep catalog copy less
technical, touting the benefits of the technology rather than individual product specifications.

Also, earlier this year, the company launched a new catalog, Smarthome Style. In the past several years, Smarthome’s customer demographics have gone from 80-to-20 male to female, to 55-to-45 male to female. So Smarthome Style addresses that shift by arranging products by living space, rather than product category. For example, rather than page after page of lighting controls and universal remotes, the book features a variety of products for use in the kitchen, followed by products for
the backyard.