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The Influence Of Lighting In Retail Business
Physical elements of your store establish the overall feel of the retail experience you’re about to offer to your customers.
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Over the years, many studies have proved that lighting has the power to improve or diminish productivity, well-being, creativity, and receptivity. But did you know, you could also harness the power of this easy-to-work-with tool to indirectly or directly boost your retail business?
In fact, retail lighting is part of a larger in-store strategy for your business than you think. A recent study by Lux suggests that in-store lighting can actually help you guide your customers through your store and increase the average spend per customer.
A fashion retailer in Germany saw its sales go up by around 12% after installing a new lighting system with Zumtobel that appealed to the personality profile of its target customers.
What Good Lighting Can Do for Your Retail Business
Research conducted by Greenlite Group, found that via correctly planning a store’s retail lighting can increase sales by up to 264%.
With brick and mortar retail, quality lighting can be the key to motivating shoppers to walk into a store and make a purchase. When a product is in the right light, it gives customers the chance to appreciate its nuances - an experience buying online cannot provide.
Guide Your Customers
A recent study by the Hamburg University of Applied Sciences found that shoppers’ eyes are drawn to areas of contrast compared to brightly lit areas.
You as a retailer can use this information to carefully design the lighting at each stage of a customer’s in-store journey and influence their movement. For example, most retailers use light to create a path to guide customers throughout the store and highlight new arrivals or sale items.
Influence Your Customer’s Purchase Behaviour
Research conducted at Kellogg School suggests that your shoppers are likely to select indulgent options in dimmer lit settings and make more practical purchase decisions in brightly lit settings. Their research also suggests - very bright lightning can cause shoppers to make more impulse purchases. Many retailers use this lighting technique in queue lines and display multiple impulse items.
Create a Store’s Mood and Atmosphere
Physical elements of your store establish the overall feel of the retail experience you’re about to offer to your customers. And, lighting being one of the easiest and influential tools, you can use it to create an atmosphere tailored to your brand identity and target audience.
A UK fashion and lifestyle stores - Gerry Weber, found a 10% increase in sales after they tailored the store lighting to create a brighter and friendlier atmosphere.
Lighting Techniques that Boost Retail Sales
Contrast is Your Best friend
Use multiple sources of light in your retail store so you can create contrast around your products. This will help in drawing the attention of your customers towards targeted spaces; making it easier for customers to examine the details of each product.
Layer the Light
Retail lighting design comprises three elements - ambient, accent and task lighting. How you play with these are key to creating a unique look for your store. However, make sure you balance these layers to complement each other to create a comfortable retail space.
Work Your Window
The window display is where a brand is introduced and it has the power to convert passers-by into shoppers. You can use bright, bold, high contrast lighting to bring life to the architecture and concept of your display.
Moving Forward With Designing Retail Lighting
In the end, your store’s ultimate lighting strategy will depend on the product or service you offer, the space, the budget and your overall goals!
Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.