Lighting plays a part in creating the atmosphere for any environment – but it can be hugely influential within a retail space!
Here are 4 ways that a tailored retail lighting solution can affect your customers:
1. LIGHTING HAS A PHYSIOLOGICAL EFFECT ON THE BRAIN
Lighting in stores will impact a customer on multiple levels, some of them subconscious. It can also have an effect on the rhythm of brain activity, which influences how a customer engages with the store. For example, different frequency and intensity combinations of lighting can influence a customer’s perception of a brand – its level of luxury, its competence, and whether the brand’s image is aggressive or placid.
2. LIGHTING CAN ALTER YOUR EMOTIONAL STATE
The intensity, direction and distribution of light on the walls, featured areas and the general space has been proven to alter the emotional state of customers to be more relaxed, tense, and/or to create feelings of intimacy.
3. LIGHTING CAN ENCOURAGE YOU TOWARDS CERTAIN PRODUCTS
The use of directional lighting, and the careful design of lighter and darker areas of the store, will influence in-store movement, e.g. shoppers will tend to linger longer in areas that have “warm” lighting, and can be utilised to lead customers to desired areas.
4. LIGHTING CAN IMPROVE SALES
The ultimate objective for all retailers is to generate sales, and various studies have proven that tailored retail lighting has the potential to change your customer’s purchase size and composition, as well as total spend. For example, a case study involving UK fashion and lifestyle shop Gerry Weber found a 10% increase in sales following the tailoring of the store lighting to provide a more bright and friendly atmosphere.