Despite the growth of e-commerce, most retail sales still happen in stores. And in the petrol station branch, the store’s role is even more important: only four minutes to entertain, inspire, engage and inform.
Despite the growth of e-commerce, most retail sales still happen in stores. And in the petrol station branch, the store’s role is even more important: only four minutes to entertain, inspire, engage and inform.
recognizes the business side of lighting. Because everything we do in the service of the shopper should lead to a sustainable and profitable outcome”.
- Ewout Rooda, Manager Convenience Retail Benelux & France, Shell
Shopping behavior and final choices are triggered by a combination of perception and emotional response, so a store needs to create a multisensory store environment. This is where lighting comes into place. Shell wanted to explore the possibilities of light, how it affects shopper behavior and how it can be used to improve the in-store experience.
Thanks to its energy efficiency and longevity, LED was the obvious choice for the lighting. But it has much more to offer, Shell gained insight into buying preferences at specific times of the day, which enabled them to optimize the store layout and product presentation. The dynamic light settings throughout the day were shown to generate extra traffic to particular product categories. Secondly the presentation of products was enhanced. Customers responded positively on the attractiveness of the products and of the store atmosphere as a result of the flavors and recipes. Next to that customers commented on the enhanced feeling of safety, especially at night. And finally staff reported less eye strain and less tiredness.
Customers feel safer
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