The first thing a customers sees entering a retail setting is its lighting scheme. Think about it. If the lighting makes you uncomfortable, chances are you’re not going to stick around to spend money.
For many retailers, the key is creating an atmosphere that welcomes shoppers and accents well-planned displays and floor plans. Greeting customers before any of your associates, lighting is one of the first impressions customers get from your company. It promotes a brand image, setting the tone for the overall shopper experience. Accents lighting can be used to point-out new arrivals or sales items for customers. In short, quality lighting aids your sales almost effortlessly.
For specialty retailers carrying designer clothing, upscale jewelry, high-end shoes, lingerie and other unique merchandise retailers – the goal is making substantial full-price sales using service, personal attention, and elegant surroundings. Often lighting is at a lower lever for these retailers and a greater number of accents are used, which creates a dramatic expensive atmosphere.
By incorporating warm light sources, low-levels of general lighting and high-intensity accent lighting – the retailer creates an exclusive brand image. Creating this environment is simple using low-voltage halogen incandescent or a low-watt, high CRI metal halide light sources.
The lighting goal for these companies is to creating a relaxing atmosphere that encourages shoppers to take their time, admire the merchandise and spend money. The longer they stay, the more merchandise will catch their eye. So why not make their shopping experience a comfortable one.
Conversely, mass merchandisers, or “big box” retailers, specialize in selling both name and house brand merchandise in a large volume, discounted setting. These include: wholesale clubs and home improvement stores. As you maneuver your shopping cart through the isles there is a casual, self-serve feel to the store.
At discount merchants, they can boost sales with thrifty customers with lighting. One way is to incorporate uniformed, cool-toned lighting, providing customers with the impression that a lower overhead contributes to the reduced price.
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Perimeter lighting is a great technique for highlighting merchandise displayed on wall-spaces. Not only does it improve the visibility of the merchandise, but it also steers customers towards the merchandising space. Moreover, it creates the impression of a larger store and feels brighter.
Adjustable lighting systems are a great way to highlight rack and shelf displays. With flexible lighting systems, like track light, one can alter the lighting display to enhance their retail display.
Color is a powerful merchandising tool. The choice of light and pigment colors for displays and signage attracts attention and guides customers. Often, color filters are added to adjustable light fixtures creating eye-catching dramatic visual effects. The same display can also contain two adjacent colors as an innovative lighting technique. Color can be used to create warm or cool tones depending on your needs.
At the point of sale, retailers should consider incorporating task lighting. Not only would this aid sales representatives with transaction accuracy, but it would also minimize returns. Shoppers would have the opportunity to spot any last minute flaws before since shoppers would be able to see if there was a flaw with their merchandise prior to the completion of the sale.
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