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How Proper Lighting Can be Used to Boost Sales

If you’re the owner or manager of a retail store, office, or any other customer-facing business premise, you’ve probably spent a lot of time thinking about how the look and feel of your store can impact sales.

And you were right to. Studies show that the design of a store can dramatically influence customer behavior. It can potentially boost sales and make your business more profitable, which is why so many retail owners invest in shopfitting services.

But what you might not have known is that lighting is potentially just as important as other design elements, like fixtures, displays, and store layout. It’s a crucial part of the shopfitting process that is key to the overall success of the fit out.

To help you understand why, we’ve put together this guide on how proper lighting can be used to boost sales.

Why Lighting is Important in Retail Premises

According to a 2015 study by Lux, in-store increases the average spend per customer. How? Well, the study posited that lighting helps to guide customers through your retail store, thereby helping direct your customers to products and making them more likely to spend more money.

Some retailers have reported significant increases in sales after changing their lighting scheme. Zumbotel, for example – a fashion retailer based in Germany – reported a 12% increase in sales following a renovation in which they introduced lighting designed to better appeal to their target market.

It’s not just about guiding your customers through your store, either. It’s also about creating an atmosphere that makes your customers more likely to buy your products. Depending on your brand, this may mean instilling a sense of calm, fun, excitement, or something else entirely.

Let’s move on to look at the different types of lighting and their usage in shopfitting.

4 Different Types of Lighting

We can broadly categorize lighting into 4 different categories:

  • Ambient lighting
  • Accent lighting
  • Task lighting
  • Decorative lighting

Ambient lighting is the main lighting of the store. How bright or dim to have this lighting will depend on the mood you’re trying to evoke. You have to be careful to walk a fine line between too dim and too bright. Too bright and you risk giving your customers a headache and making them feel too ‘in the spotlight’. Too dim and they may not be able to see your products clearly or read the price tags.

Accent lighting is lighting that breaks up the overall lighting of your store in order to draw attention to specific areas. Remember how we mentioned that lighting can be used to ‘guide your customers through your store?’. Well, accent lighting is a key part of that. You can use it to highlight certain promotional products to push your customers towards it. You can also use it in window displays and entranceways in order to get customers through the door.

Task lighting is less for customers and more for the staff. Rather than being used to create a certain ambiance, task lighting serves a very functional purpose. That is, to allow you to see better. For example, it may be used in checkout areas so that your cashiers can see their tills more easily. It can also be used to highlight signs to make them more readable, and in fitting rooms to help customers see their outfits better.

Decorative lighting is the polar opposite of task lighting. It serves no functional purpose and is all about visual appeal. It’s intended to beautify your store and invoke an ambiance. For example, let’s imagine that you were trying to encourage customers to make a seasonal purchase. You may want to evoke feelings of nostalgia reminiscent of the Christmas period by using strings of small, ‘christmassy’ lights

General Tips for Choosing Lighting for Your Store

A good shopfitter will take time to understand your store, customers, and brand personality in order to devise the best lighting for your store. However, if you’d rather do it yourself, here are some general tips for choosing store lighting:

  • Start by choosing a ‘temperature’ of lighting. Dimmer, redder lighting creates a ‘warmer’ temperature that can help to create an impression of familiarity with your customers and make the space seem smaller. Brighter, whiter lighting creates a ‘cooler’ temperature that can make the space seem larger and more professional.
  • Aim for variety. Do a wide mixture of different types of light fixtures and experiment with alternative lighting sources, such as neon fixtures.
  • Consider energy. This is more of an economic consideration than a design one, but it’s equally important. You want to make sure your lighting uses the amount of energy you expect. If you’re aiming to be energy efficient, less is more.

How France’s Carrefour Is Integrating Lighting And Mobile Technology

shopfitting Sunshine Coast trendsOne of the biggest trends in physical retailing, these days, is the integration of the digital and the physical. Companies are rolling out loyalty apps in droves, as part of the pursuit of an exceptional retail experience.

A French company, Carrefour, unveiled a striking new concept in physical/digital integration to a capacity crowd at London’s Retail Design Expo 2016. The concept – known as visible light communication – updates traditional retail lighting, to serve up extremely accurate, location-based signals throughout a physical space, to guide shoppers to sales they might be interested in, throughout the storefront.

 

Philips Lighting is responsible for this innovative new technology, as part of their commitment to moving “beyond illumination”. Carrefour already had plans to update their Lille location, and decided to take the opportunity to try out the new lighting strips. The feature comes standard in all new Philips Lighting strips, but buyers can opt to use the pay-as-you-go function or not, as they see fit.

Want to find out how shopfitting your Sunshine Coast storefront can help take your business to the next level? Contact us today!

According to Carrefour’s director modéles commerciaux et innovation Céline Martin, “With such a large retail space, and the fact we run between 400-600 promotions every week, it’s essential we help customers find promotions. Using our app, customers can see exactly where they are in the hypermarket, and see promotions that are nearby, or promotions linked to what’s on their shopping list.”

So far, only 3600 customers have downloaded the app since it was unveiled in 2013. These numbers aren’t all bad, however, as 1% of the app owners use the app on a regular basis. Of that number, 50% will be in-store.

A representative of Philips Lighting, Gerben van der Lugt, claimed, “This technology is making use of smart phones increasingly becoming a shopping companion for people… We already know eight in ten people use their smart phones while shopping, while other research finds 50% of shoppers say they would be happy to receive location-based alerts – including details about promotions around them.”

Are you ready to take advantage of this brave new world of Retail Design? Talk to the leading shopfitters on the Sunshine Coast, and step into the future!

4 Subtle Influences That Could Be Affecting Your Shopfitting Design

Shopfitters Sunshine CoastHuman beings love to feel superior to the Natural World that surrounds us. We have an awful lot to be proud of, having fought our way from being snacks for saber-tooth tigers to being the kings and queens of all we survey.

Sometimes, we have a tendency to come off like New Money in an established affluent community. We love to show off what we know, and what we have, to show how far we’ve come.

While we have good reasons to be proud, we also run the risk of forgetting where we come from. We are as affected by our surroundings as any robin, cicada, or chimpanzee, even though we don’t always like to admit it.

Every living thing, as a byproduct of staying alive, follows its own circadian rhythm, which tells us when to eat, when to sleep, when to feel happy, when to get nervous. These cues are dictated by our environment, with the rise and the fall of the seasons. Since we don’t live as close to nature as we once did, these factors can slip into the background, escaping our notice, but having an influence on our moods and thoughts, nonetheless.

Here are four subtle factors that could be affecting your storefront, to watch out for:

Use White, Natural Lighting

Let’s not forget, the first rule of shopfitting is presenting the product in its most attractive light. In this case, that is quite literal. It is tempting to utilize some kind of colored light, in an attempt to sway your customers’ moods, but that plan could backfire, once they take their product home to discover it as a different color than what they intended to purchase. That’s not to say you can’t use mood-altering as an accent. Red-hued lights tend to energize, while blue lights radiate calmness and serenity. Blue/green trim can also be used to give a more futuristic look to a space.

A Colorful Facade Can Grab Attention

On a similar note, the color of a storefront can greatly impact a potential customer’s mood, when they cross the threshold. As everyone’s been ravenously exploring the possibilities of color theory in the 21st Century, this has led to a certain amount of bright, bold overkill. A bright storefront or an illuminated exterior can make your customer feel excited and positive, while browsing your wares, but it’s easy to overdo, to become chintzy and cheap-looking.

“Cool” Colors Are Getting Cooler

A color’s temperature is measured in Kelvins, indicating the likely source of the light. Traditionally, temperatures greater than 5000 Kelvin are considered “cool” colors, while Kelvin temperatures between 2700 and 3500 are considered “warm” (appearing yellowish white and red). As our eyes have become more acclimated to the blue glow of technology, our idea of what constitutes cool is shifting. 2700 Kelvins is the new cool.

Watch Out For Flicker

It’s easy to have smooth, consistent light when running at 100% capacity, but dimmer switches tend to make that operation a bit more tricky. This can lead to a buzzing, flickering, low-light-level LED, which is pretty much the polar opposite of the calming effect you’d hope modern lighting would achieve.

Are you ready for truly exception retail design, from some of the Sunshine Coast’s leading shopfitters? Contact us today, and let us help your storefront really sparkle and shine!