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 your sales.
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 lighting installation.
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
James Birch is the sales and marketing manager at Colour Graphics. He is an expert in quality printed marketing materials
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