The age where interior design and lighting were separate components are a thing of the past. From a retail perspective, lighting highlights architectural elements, product qualities and creates virtual spaces. This affects how we feel in a space, our opinion of a product, and ultimately, our decision when making a purchase.
While lighting may be an afterthought for many retailers who are just starting out, retail lighting goes much further than just providing simple ambiance. The function of lighting in a retail format can potentially have an extremely rich impact on your customer experience. New technologies, such as LEDs, now allow lighting to be fully incorporated into any architectural element thereby opening up lighting opportunities exponentially. Retailers must think about how they want customers to feel when they walk into the store. Research indicates that cool white lights can make a space feel more spacious and would lend itself to a modern, clean look while warmer lights can make a customer feel safer and extend their shopping time in a comfortable environment.
Lighting design is an essential component of retail design. It can influence the way customers perceive the brand, the products, and the shopping experience.
Modern lighting options can help augment and amplify a brand strategy, providing an additional communication medium. For example, in a cosmetic retailer, most higher end products are placed on illuminating shelves to highlight and contour the packaged product. By highlighting certain products, it allows the customer to pick out certain merchandise from background noise (other products). Furthermore, architectural elements like accent lighting on lower shelves work to catch the eye of casual shoppers.Dramatic lighting can make particular products look attractive which draws consumers one step closer into buying your product. Retailers are successfully deploying lighting as part of brand strategy because the lighting systems offered through manufacturers like Omnify, are of a superior quality encompassing lighting consistency.
By creating a thoughtful lighting design, retailers can create a more attractive, engaging, and profitable retail environment.
A study carried out by the Royal Institute of Technology in Stockholm, placed subjects in differently lit shopping environments. The aim was to assess the impact of lighting variation on the buying behaviour of customers. They tracked the eye movements of each subject as they walked through a virtual store and determined whether different lighting situations made consumers look at merchandise differently. The results of the study were astonishing. One would think to light up a store as intensely as possible to emphasize on the merchandise. Interestingly, brighter lights affect the buying decision of the consumers in specific contexts. From an ecological perspective, using the lowest amount of energy for maximum impact is critical and at Omnify, we pride ourselves on providing energy-efficient solutions. Also, putting products under direct heavy lighting doesn’t always serve an aesthetic. The key is to have a customized lighting solution that matches the brand aesthetic through contrasting light systems using a mixture of textured lighting areas throughout the store. Contrasting light not only highlights certain dimensions of a product but it also helps move customers along the buyer journey. It is clear that lighting impacts every aspect of the retail experience, from brand and product perception to consumer engagement. We need to consider lighting throughout the design process, and understand the impact lighting can have on overall design. In order to make sure that your customers get the most out of their retail experience, think of Omnify, which has over 10 years of experience in creating custom lighting solutions for global retail brands. When it comes to aligning your brand identity with customer experience, Omnify’s made-to-measure strategic solutions will communicate the uniqueness of your retail space and ensure that your brands are always in the best light.