Most of the retail store owners do not pay attention to their lighting systems, however if we pay attention to what the professionals have to say, lighting system of a retail store is extremely important part of your store’s success journey. But what are the reasons behind this, why is lighting an important aspect of your store design? Read on to know more about it….
Store lighting needs to meet the following objectives:
1.Attract prospective customers as they pass by your store.
2.Entice them to enter the store.
3.Persuade them to purchase your merchandise.
Research has revealed that store lighting intricately installed with consideration of the above objectives will result in increased sales and ultimately increased profit for your retail store.
Retail lighting does not only illuminate the store and products, it also forms a part of your store image. For example – a designer store selling clothing or jewellery items would use more of a sophisticated lighting system for highlighting their product appearance, while a dollar store owner will prefer fluorescent lighting throughout his store.
Retailers who recognize the significance of the creative use of lighting are the ones who are enjoying the top and most successful positions in the retail industry. Retailers who struggle are those who fail to make the connection between good lighting systems and retail sales.
What Are the Benefits of Retail Store Lighting?
Lighting is a key element that attracts customers, enhances visual quality and contributes to the overall appeal of the retail store. The different lighting including general lighting, signage lighting, display lighting, mood lighting, parking lighting and security lighting also accounts for the major energy consumption in a retail store. However, a lot of energy is consumed due to ineffective and energy-intensive lighting design. By using sustainable lighting alternatives, retail owners can substantially reduce their operational costs whilst maintaining the lighting quality and effect. The traditional incandescent light bulbs and halogens should be replaced with compact fluorescent fixtures. Fluorescent lighting lasts longer whilst emitting less heat compared to the conventional tungsten light bulbs. Designers should also focus on daylighting as it is one of the best energy-saving techniques for the retailers. By placing windows, high open ceilings, reflective surfaces, and other openings, there are sufficient mediums for the natural light to provide effective internal lighting. This results in less utilization of electricity during day time, thus reducing energy costs and environmental impact. Installing skylights with lighting controls is another cost-effective solution that can be used to save energy and maximise sales, as research reveals greater customer satisfaction is achieved with skylight stores. Occupancy sensors that automatically turn off lights or dim the light when a space is unoccupied can reduce energy costs by reducing energy waste.
Appropriate lighting for your store sets the mood for customer willingness to stay longer in the store and engage with your products which could ultimately result in sales. Good lighting can make some items appear more valuable than they actually are. For example – lighting used to illuminate jewellery in display cases can increase their perceived value.
The following are benefits of good retail lighting systems:
1.Entices customers to enter the store
2.Enhances the appearance of products in a retail store
3.Increases perceived value of products
4.Enhances appearance of the store
5.Encourages customers to purchase
6.Increases customer visibility of the products
7.Increases security of the products
8.Increases staff productivity
How to Implement an Effective Store Lighting System:
1.Consider Your Target Market.
When selecting your lighting system ensure it is appealing to your target market. This will attract your desired customers as they pass by your store.
2.Define the Functionality of the Lighting System.
You need to be able to outline the functionality of each and every light in your store. There needs to be different lighting systems installed in different areas of your store. For example – you will have different lighting in the food section compared to the clothing section. You cannot have the same lighting system in the food section as you will have in the clothing section, as different products need to be illuminated in different ways.
3.Using light as a marketing tool.
Lighting systems installed in jewellery and other high value product displays needs to serve the specific purpose of highlighting the beauty of the products to enhance their value.
4.Have a suitable lighting system for the food department.
Inappropriate lighting installation in the fresh food department can accelerate the deterioration of products (the heat and direct lighting can ruin the skin of the fruits and vegetables, can lead to early or quick ripening of fruits and vegetables, etc.). Therefore, it is imperative to select the right lighting system for your fresh food department.
What is trending?
Sustainable lighting design is gaining momentum amongst the retailers as they have started understanding the impact their design decisions make not only on their retail store but on the environment as well. Besides contributing to the environmental benefits, the sustainable retail design with regard to lighting system of a store reduces operation costs, enhances brand image and ensures customer satisfaction. A business that is environmentally conscious is also acknowledged by consumers and environmental authorities, which further makes your brand trustworthy and credible.
Owing to multiple benefits that sustainable design offers, more and more interior designers are adopting an integrated and sustainable approach to store design. Creating a space that is pleasing, functional as well as sustainable can be challenging for the interior designers.
As sustainable retail design (includes lighting and HVAC) is the need of the hour, retail owners should take help from professional agencies that will integrate the elements of sustainability while designing the retail stores and other commercial spaces.