#8 – How Retail Lighting Design affects your business
How Retail Lighting Design affects your business
Retail lighting design is often overlooked by retailers because they think it doesn’t do anything else other than illuminating the place. They underestimate the value of lighting design in enriching customer experience which is the key to brand loyalty.
Here are several ways on how retail lighting design affects your business:
1. IT ENHANCES BRAND STRATEGY
Lighting design for retail can enhance brand strategy by communicating the feeling you want customers to associate with your business. You can either promote exclusivity or transparency using different light temperatures.
Jewelry stores and luxury watch boutiques often utilize retail lighting as it helps give their products a nice, expensive glow. The already exclusive merchandise is given extra value with the help of appropriate lighting.
2. IT HELPS IN MARKETING PRODUCTS
Architectural elements like platforms, recessed areas, and enclosed and open spaces can all be further enhanced with the help of retail lighting design. Together with accent lighting, it’s possible to make merchandise pop out and catch the eye of customers passing by the store.
The dramatic and intriguing effect that retail lighting design creates, encourages customers to enter the store and satisfy their curiosity by checking what the display is about. This gives you the chance to introduce the other products you offer and increase your chances of making a successful sale.
Lighting can also direct customers to locations or items you want them to focus on. It can amplify value by contrasting the light intensity of one product over the other.
For instance, in a retail store, you’ll commonly find the high-end products on a separate shelf or in an isolated area, spotlight on focus. This kind of retail design lighting suggests to customers to put preference on the highlighted merchandise over the other products in the store.
3. IT SERVES SPECIFIC FUNCTIONS
For instance, you’re running an apparel store. Customers will obviously try on a scarf, a shirt, a necklace, or any other type of apparel you’re selling.
If you use cheap, inappropriate lighting that doesn’t give the right amount of brightness and color, customers may look a bit different than they expected. The color of the clothes may reflect a different hue and make customers look pale than they should be.
Dissatisfied with your products, they’ll probably look for a better shop that will make them look better than you did. You end up losing a sale and risk tarnishing the brand with a bad impression.
On the other hand, if you have a well-lit retail store, it will help customers see how great and vibrant they look when they wear the clothes you’re selling. They’ll feel good about themselves and this will lead to a successful purchase. If you’re lucky, you may even get recommendations and referrals.
4. IT INFLUENCES PURCHASING DECISION
Bright lights encourage customers to quickly make a purchase decision, which is why they work best in convenience stores. On the other hand, contrasting light tones entice customers to compare and contemplate on which item to buy, resulting in a longer stay inside the store.
The natural tendency to associate warm lighting with security and comfort is what restaurants use to catch the attention of customers. You wouldn’t want to eat in a brightly lit restaurant at night where everyone can see you. You’d always prefer somewhere with soft lights that give a sense of privacy.
Warm light also induces intimacy and familiarity. It makes customers feel more secure and comfortable, encouraging them to prolong their stay in your store.
5. IT MAKES EMPLOYEES MORE PRODUCTIVE
It’s not only customers but also your staff that gain comfort from an effectively placed retail lighting design. A well-lit workplace helps them see what they’re doing, reducing the chance of costly blunders to your business.
Imagine having a poorly lit cashier or bar counter. Your staff will have a hard time counting change that they might even mistake one bill for another. Ordered drinks might get mixed up or have inconsistent quality because the barista is having a hard time identifying which is which.
Having a brightly lit restaurant kitchen is a no-brainer. It helps chefs see every food item they’re serving, and quickly identify if something’s wrong with the food they’re about to serve. Disaster can be avoided if the staff detects food contamination before it reaches the customers.
A well-lit space also promotes transparency and interaction. Customers would want to see the face of the staff serving them and every action they make in preparing the food.
When employees don’t have to worry about the lighting of their work area, they’ll be more focused on doing their assigned tasks properly. They’ll be more efficient, productive, and attentive in fulfilling their roles.
6. IT ADDS AESTHETIC VALUE
Lighting design for retail isn’t all about brightness and color temperature. It enhances both interior and exterior décor, further enhancing the brand recognition of your retail store.
Light fixtures are available in a wide variety of styles, colors, shapes, and sizes, so there’s an endless way to mix and match them. Chandeliers, sconces, pendant lights, and uplights – each has its own purpose, but they nonetheless add an exciting flavor to your store decoration.
In the past few years, the design was focused on rustic, minimalistic, and industrial styling. It’s possible that in the next decade, there will be a resurgence of classic, Victorian-era fashion that emphasizes on flamboyance and elegance. Retail lighting design trends change from time to time, so always keep yourself updated.
7. IT AFFECTS BUYING BEHAVIOR
According to a study, lighting has a moderate effect on the spending habits of consumers inside a retail clothing store. Although its effect isn’t drastic, it’s definitely a factor in the purchasing decision of customers.
Bright lights positively affect the buying decision of a customer, but that depends on the context of the merchandise promoted. Using heavy direct light doesn’t always work unless you’re running a convenience store or a hardware store.
The key to evoking customer emotions is by implementing a contrasting light scheme. This creates a texture that breaks monotonous visuals which often make the mind wander and lose focus.
Using contrasting lights highlights different dimensions in your store, enticing customers to keep on exploring the space.
Of all the elements that affect store ambiance, retail lighting design has the greatest effect. It can set the mood for your store, bring a plain space to life, highlight must-buy merchandise, and encourage customers to keep coming back for more. Whichever way you use it, it can’t be denied that it has an effect on brand perception, and ultimately, business success.
Contrary to many retailers believe, retail lighting design has an impact on customer experience. From brand perception and product selection to customer engagement and brand recall, lighting affects the success of a sale.
To help you get the most out of your retail lighting design, consider consulting a professional like Baseline Lighting Design Studio. Our years of experience have given us the knowledge in incorporating the most effective retail lighting design suited to your store. We can align your brand identity with the intended customer experience through the proper use of lighting.
If you’re interested to see how we can make your business more successful by employing expertly crafted lighting design for retail, simply drop us a message and let’s talk soon.
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