Have you ever walked into a store and felt compelled to stay because you enjoy the experience? Or alternatively, have you ever walked into a place and felt the need to walk out because you didn’t feel comfortable? Chances are the retail experience affected your decision to stay or leave. There are several factors that influence the retail experience, but one of the most overbearing factors is lighting. Retailers are starting to catch onto the benefits of having good lighting in their stores to attract, retain and engage with customers. This leads customers to spend more in the store and ultimately, the retailer increases their sales income and profits.
We’re going to share a few reasons why LED lights should be factored into retailers marketing mix.
Cosmetic appeal makes a big difference to customer’s buying decisions.
First impressions count. You might be selling a beautiful product, but if the light and shadows don’t show off its true beauty, then people won’t be attracted to the product. The right type of lighting creates a character that resonates with prospective buyers. People will be more inclined to connect with lighting moods and colours that they will enjoy. A shopper that visits the fruit and vegetable section of a retail store might make an instant connection with a bright red apple (given that they connect with the colour red) and decide to make an impulse purchase. Centurylux cited a study whereby pastel coloured uplights increased basket values by six percent.
Reduces retail lighting overhead costs.
Retailers often run on tight margins and need to implement a business model that will allow them to price their stock items competitively. LED lights have helped retailers cut down their overhead lighting costs by as much as 60%. These cost savings can then be reinvested into the business or passed onto the customer.
Lighting design can direct people’s attention towards certain products.
There’s a great summary for retail lighting by Centurylux. Lights should be used to direct people’s attention towards products, but in an engaging way. Making use of contrast, accents and colour will help to make people more receptive towards the retail environment, as well as engage with more products. Task lighting should be placed at the point of sale and enable employees to process the transaction quickly and efficiently. Decorative lighting can be used to enhance the look and feel of the space.