What follow are some rules of thumb for illuminating display windows, sales floors, and fitting rooms.
The shop window is a brick-and-mortar retailer’s first point of contact with shoppers and the perfect place to express brand identity. Using dynamic lighting, a retailer can stand out on a busy shopping street, drawing customers inside.
Research has shown that dynamic effects can increase a window’s “stopping power.” With the support of Signify, the high-end Milan-based men’s clothier Eral 55 experimented with dynamic lighting in its display window for five weeks. On weekdays, the dynamic lighting increased the number of people who stopped at the shop windows by 11 percent over static lighting. This was a clear demonstration that dynamic lighting can make the difference for stores when it comes to attracting shoppers.
Eral 55 also found that significantly more people entered the store after stopping at the shop window. Especially during weekdays and in the afternoon, a time of day in which the street sees low foot traffic, dynamic lighting boosted footfall by 19 percent as compared to static lighting. (Click here to read the full case study.)
If you’re thinking of applying dynamic and easily configurable and changeable lighting, look at options like Philips TrueFashion EasyAim, which will give you the flexibility to design and change luminaire angles as you stand in comfort in front of your shop window using a mobile app—instead of mounting a ladder behind the glass. Or check out TrueFashion Highlight, part of the Dynamic window concept, which will provide you with dynamic effects and the sort of high contrast level that can help you create more stopping power. Dynamic window comes with an intuitive mobile app and lighting controls, giving you the flexibility to design your own lighting scenes.
Another key area where you can influence a shopper’s journey is on the actual sales floor. A retailer may want to extensively communicate its brand values, draw attention to specific points of sale, or guide shoppers along a specific route. Depending on the purpose, you may want to create a high level of uniformity, thus providing good visibility across the entire store and letting shoppers see where they want to go. If so, try solutions like Philips OneSpace, which lends perfect uniformity thanks to its surface-of-light design. (Click here to read how Bershka applied it as part of their new store concept.)
Or you may want to draw attention to specific points of sales using different spot light solutions like Philips TrueFashion or GreenSpace Projector, both of which will effectively highlight certain products and increase contrast. Philips TrueFashion narrow beams will give you even greater contrast when you use Philips Fashion Proof optics with lenses to enhance the in-store experience and support shoppers during decision-making. You can also use architectural color-changing lighting solutions like Color Kinetics iColor Flex or iColor Cove to highlight certain areas—shelves, for example.
Though even experienced professionals often overlook it, another key area in a fashion retailer is the fitting room. Since it’s the place where buying decisions tend to get made, retailers have every interest in putting shoppers in the best light within it.
Research shows that pleasant frontal light, or a combination of frontal light with appropriate downlight (illumination from above) creates a particularly pleasant light setting. (Using downlight on its own will cast unflattering shadows.) In addition to providing frontal lighting, solutions like Signify’s fitting room lighting concept give you customization options. Using them you can do things like match lighting to the visual mood of the event for which a customer is buying a piece of clothing—a cocktail party in a dim club, for example, or a suit to wear to the office.
Digitization is dramatically transforming how we shop. Now we can use it to change, and improve, how we light customer shopping experiences as well.
1. Hyunjoo Oh, How does lighting of stores interact with global versus local processing modes of shoppers in retail environment? ProQuest, 2016