Illuminating the Way to Profit: Retail Lighting Installation Series Part II-A
Illuminating the Way to Profit – Retail Lighting Installation Series Part II-A Illuminating the Way to Profit – Retail Lighting Installation Series Part II-B In part one of this series, we discussed what it means for a retailer to employ a three-part lighting installation strategy. To recap, “Start by asking yourself the following questions. Is my merchandise both Attractive and Accessible? And, does my merchandise make use of Interactive Elements that influence consumer buying behaviour?” In part two of this series, we will deal with the first of element of this equation: Attractive merchandise.
What does it mean to have attractive merchandise? In a retail environment, this can mean many things. But the common denominator among all visual merchandising tactics is proper lighting.
Lighting installation, fixtures and bulbs are often an overlooked and underestimated tool when it comes to illuminating products, making them attractive to consumers and encouraging purchases. Lighting retail displays properly can make all the difference between making customers yawn, or making customers, stop, look… and impulse shop. An overhaul of a lighting installation could be as simply as changing the type and colour of a bulb. Consider the three types of lighting:
- General – a lighting installation that illuminates both merchandise and aisle ways of a store.
- Accent – typically found in prime selling space, an accent lighting installation is commonly adjustable.
- Task – found in workspaces, a task lighting installation is usually fluorescent and should create shadows.
Merchandise displays make use of all three in various ways. To maximize the ‘appeal quotient’ of your merchandise, use the following recommendations as a starting point:
- A bright storefront is a more attractive and memorable storefront. Make it glow!
- Lighting installations should be pointed where you want customers to look.
- Use adjustable spotlights to highlight key and prime selling areas and merchandise displays.
- Never light displays directly from the top as doing so will form unattractive shadows.
- Create three-dimensional effects by positioning lighting slightly off to the side and to the front of the merchandise display.
Proper lighting can bring out the unique character and color of merchandise, making it bright, and most importantly more appealing. Remember that your image is your brand. Customers will likely perceive poor lighting or burnt out bulbs as signs of neglect and complacency. Always ensure that lighting installations are clean and in good working order.
Lastly, lighting can be a costly investment, so you’ll want to do it right. In lieu of choosing a low-cost option from a general retailer, a 1-888-burnt-out? lighting expert can help you design an appropriate lighting scheme for your retail store.
Stay tuned for part B of the second installment of this series. Are there other interactive elements you can use to boost retail sales? Read on.