Lighting is one of the most important aspects to a store, almost as important as the actual products on display. Whilst at first it may seem like an expensive cost, a well lit outlet can mean the difference between enticing a customer to come and browse or whether they take their business elsewhere. So, why should retailers give their store lighting serious thought? It defines the overall store image.
These days a recognised image is everything.For example, the Apple Store is easily recognisable with its 'bitten apple' logo, but if you pay close attention to the lighting, you'll also notice it's bright and crisp white lighting. Not only do these bright LEDs (often a mix between cool white and daylight white) act as practical display lighting drawing focus to the products on display, the compliment the overall aesthetic of the Apple brand. Another great example is BVLGARI, whose stores exterior as well as interior is covered with decadent lighting.
Various light fittings can be used to highlight products; everything from spot lights to
down lights. It's worth thinking about the product you are trying to promote and what sort
of display lighting would compliment it best. A well-bought product to use as an example is
the much loved shoe.The average woman will own 468 pairs of shoes in her lifetime, but what
convinces her to buy them? The shoe display will be the first sighting.
If your shoes are displayed on a wooden background, a warm white LED will not only compliment
the shoe, but it will also reflect a golden glow on the pair of shoes. If you are using a block
colour background such as white or black, a cool white LED or daylight white LED will add drama
and attention-grabbing focus to the display and pair of shoes.
Can encourage purchases
It's all about the look! As with highlighting products, the right LED lighting with the right
display can be the final push in convincing the customer to purchase. Accent lighting is perfect
for drawing attention to promotional/new items. Accent lighting is often used in stores such as
Burberry or hip Brooklyn Boutique,Bird.
The goal is to use the lighting to submerge the customers focus solely on a single item.
Remember all items should be visable and that display shelves and cabinets should also contain
High activity lighting can entice customers in to the store. You need to bear in mind what a customer see's when they look through the front display window. It might seem like a crazy idea, but focus bright task lighting on areas with low footfall. By highlighting individual displays with a bright LED amongst a walkway setting of warm LEDs, you'll be creating a juxtaposition which glows like a star in the dark. This also helps to separate areas of the store. This plan is ideally suited for clothes stores. Customers hate a a messy, disorganised shop. Using this plan allows retails to create display islands of colour or allows the retailer to place similar items with each other. Enhances the overall shopping experience At the end of the day, the sale is just the beginning of the journey for the retailer. As business owners, we want the customer to remember us and use us again and again. To achieve this we need to think about every point a customer looks for in a store and how we sew them all together. Helpful customer service, a well organised store, all items tagged, a pleasing store aesthetic...All of these are essential steps to maintaining a well respected business.
Food for thought: The world of retail and visual merchandising is constantly changing and evolving everyday, this should apply to store lighting too. Remember, whenever you change the merchandise or the floor plan, to change the lighting to - it could be the final clincher!