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Whether you are lighting your store or your exhibition stands,
retail display lighting is an essential consideration. There is science behind the impact of design
in retail. There is a whole load of
proof that a well-designed store will achieve much higher sales than one with a
tired interior. It makes sense too that
an interestingly lighted store will also encourage return visits and so bolster
Ultimately, investment in the right lighting in your store
could pay for itself. The boost in sales
could easily offer a complete return on your investment. This is not only about
energy efficiency, which in a time of high utility costs, is significant. It is also about the customer
experience. Let’s explore the impact
of lighting in more depth.
With a combination of dimmed light and bright accent
lighting, you can guide your customer to the most critical retail units in your
store. Not only is the level of
brightness significant in this, but also the hues you select. You should try to choose both colours in the
cooler spectrum to act as a highlight to those lights that are bright and
warm. The customer will naturally be
drawn to those warmer, cosier areas of the store – therefore, subliminally
guided to your feature pieces that will make you the most revenue.
Your lighting fixtures are also an important representation
of your brand. If you hand industrial
light shades from the ceiling, you are creating the look of a loft. This could be the perfect branding for a BoHo
wine store looking to be edgy and cool.
Wall fixtures can, in contrast, make the same store feel quite intimate
and for a more sophisticated audience.
The lighting can be an instantaneous way of communicating the brand.
Stores such as Sainsbury’s
and Marks and Spencer have made
wholesale changes to LED lighting.
Neither store is happy to say that any increase in sales they have
enjoyed since this installation is a result of the lighting change. They note that there are too many variables
to make this claim. However, they have experienced
an uptick in sales since the move.
However, the experience revealed in research proved that
their lighting choices could have had an impact on the bottom line. A 21-week research project in The Netherlands
noted that LED lighting scenarios did affect buying behaviour. Although the research was funded by Philips
lighting, the research agency employed presented evidence of an increase in
profit that more than made up for the investment in a lighting change. The headline conclusion from the study
reported that an almost 2% increase in sales could be attributed to the dynamic
Research suggests that there are six ways to use lighting to
improve sales. You could:
Extended reading resource:-
How to use retail lighting to impact your product sales