Light Up The Path To Conversion

Visual Merchandising and Retail Design|October 2019

Light Up The Path To Conversion
In the drama called in-store experience, lighting is one of those unsung heroes who can make or break the show. The question is, do retailers give equal importance to lighting in the retail environment? Is the budget allocated by retailers for lighting equal to or higher than other fixtures in the store? What are the key elements while developing the right lighting concepts for the retail space? To examine these questions, VM&RD spoke to some renowned lighting manufacturers and retail designers who share some interesting insights in this regard.

The role of lighting in enhancing store ambience and influencing purchase decisions is a no brainer. According to a report from Lux in-store lighting can actually help guide customers through your store, and increase the average spend per customer. A fashion retailer in Germany reportedly saw its sales go up by around 12%, compared to another local store, after it installed a new lighting scheme specially designed to appeal to the personality profile of its target customers.

Lighting within a store is an essential but subtle aspect that helps generate a better perception of a store. Light impacts mood and emotions – both in positive and negative ways. The choice of lights depends largely on the situation and the desired emotional effects, which is why it is so important to make the choice after serious and careful consideration

Setting the mood & ambience

Shankar Natarajan, Chairman & Managing Director, Gardler Lighting, says, “Lighting is one of the most critical elements of the store in terms of creating a delightful experience for the customers. If lighting is not of a certain standard, the customer may not be inclined to step inside the store or be drawn towards purchasing the products therefrom. Right from creating an enchanting show window to presenting the merchandise in their true colour, texture or form, Lighting plays a subtle but extremely critical role in terms of generating sales. Let us take a jewelry store, where a mix of colour temperatures (lighting) is very important. Gold is presented in warm white, whereas silver is presented in different colour temperature. Similarly, the right CRI (colour rendition index) within an apparel ​or textiles store is important to show the fabric in its true colour and vibrancy.”

“Lighting in the store not only highlights the space, but also creates the mood which encourages shoppers to spend more time browsing. This is turn allows brands to create a more impactful impression on the consumers about the product as well as the brand. The ultimate goal of every business to improve sales, creating the right experience in the store, with all elements of the space coming together, with the right lighting concept invariably driving the final purchase in-store. For instance, in Delhi Duty-Free, lighting played a vital role in the design of the space and was strategically designed to stand out, irrespective of whether it is day or night. Keep the fact that most international flights are during the night, the space was flushed with lights at 5000 lux level to dazzle & awaken the passersby. Creating a light well, that made them pause while passing through,” adds Rhea Mariam Mathew, Studio Lead – Retail Design, FRDC.

Identifying the requirements

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October 2019