Today’s highly competitive retail scenario places the prime concern of customer satisfaction and loyalty in the creation of an immersive and engaging shopping experience. Lighting can be used as a modulator of ambience, guiding customer behaviour, and even influencing buying decisions. Thus, by using different lighting techniques intelligently, a retail space is transformed from an indifferent space into an inviting one that is pleasing to the eye and, above all, functional for the purpose it was intended for. The following article shall outline some of the different ways in which retailers may employ lighting design to enhance consumer experiences and, accordingly, improve sales.
1. Setting the right atmosphere with ambient lighting
Ambient lighting is usually the background layer to any retail environment, setting the overall mood and atmosphere of the space. It is through adjusting the brightness levels, colour temperature, and even the direction of light that retailers craft an environment that is in line with their brand identity. For example, a high-of-the-line, designer fashion boutique may decide to create warmth with soft lighting that contains a gentle pink tint, which reflects sophistication and exclusivity. On the other hand, technology stores selling gadgets and electronic items may use cool, bright lighting to suggest a more modern and innovative environment.
Well-placed ambient lighting gives comfort to the shoppers and makes them relaxed, which encourages them to spend as much time in the store as possible. In general, it is diffused in order to spread light evenly in space without sharp shadows or extreme contrasts, which might make the atmosphere in a given space cold or uninviting. The soft wash of pink light would elevate the ambience of the luxury retail space by creating this soft, sophisticated glow that makes the environment even friendlier.
2. Accentuating products with accent lighting
Chandelier lighting illuminates one particular product to give the customer that extra push and immediately grab the shopper’s attention. This is well illustrated in the context of framing high-margin or promotional merchandise. Exposing a product to brighter light or more intense light nudges customers slightly in the direction that a retailer wants them to go towards certain merchandise.
For example, accent lighting in a jewellery store might be used to make glittering rings and necklaces pop out into view, adding even greater value to their already luxurious appeal. For clothing stores, accent lighting might concentrate on mannequins or special displays showcasing how one might wear an outfit or accessory that otherwise would go unnoticed.
These are normally furnished by means of accent lighting: LED spotlights, track lighting and directional downlights. These luminaires can also be adjusted to emphasise different products; thus, by doing so, retailers can recharge the aesthetics of their stores and let different seasonal or promotional items stand out.
3. Guiding customer flow with task lighting
Task lighting refers to the lighting of areas where either customers perform a task or the product interacts with them. In retail, task lighting over check-out counters, fitting rooms and product display areas is critical to the exacting examination of details, reading price tags, or trying on garments.
This can be used, for example, in grocery stores, where lighting tasks in the produce department will emphasise the quality of fruits and vegetables, enabling the customer to feel more confident in making decisions about the food they are buying. Similarly, in a clothing store, bright lighting like this applied to fitting rooms will ensure that shoppers can see how items fit and appear under natural light.
Task lighting, when applied rightly, also helps in providing an environment more functionally and conveniently accessible for customers to get into a space and interact with the products. This minimises the frustration that could be developed by poor lighting in the key areas.
4. Creating focal points with layered lighting
Layered lighting is basically a combination of various layers of ambient, accent and task lighting to bring into place depth, dimension, and focal points within the store. By integrating a few different techniques, various areas of the store can be brought into the customer’s focus, highlight key products and thus create an overall feel of balance and harmony in the store.
The wealthy fashion speciality shops apply general warm lighting to create the mood, highlight the luxury in outfits, shoes and accessories, and apply local lighting in fitting rooms and check-out counters where ease of seeing is important. When combining these various forms of lighting, new forms may be introduced that will allow more movement and hoops and thus create a better environment in which to shop.
The use of layered lighting can also be used by the retailer to divide the store into proxemic spaces i.e. zones that guide the customers around different areas of the store. It can be utilised at the entrance as a way of drawing people into the store. Layered lighting can be made to be much brighter as well as intense at the front in contrast to the soft and relaxing light at the rear end of the store, thus encouraging people to spend more time viewing merchandise.
5. Enhancing brand identity through colour temperature
Colour temperature describes how warm or cold the light appears and has a massive impact on the experience of the environment of the retail establishment. The lighting or low CCT makes the area appear warm and welcoming, while the high CCT makes it appear clean, modern and precise.
