Your retail store lighting design is a major element in enhancing your image, building your brand, attracting new customers and increasing sales. The challenge is to understand the character of your location, identify the customers who need your products and get them interested in becoming part of your growing client base.
Re-assess the Image You Want to Present
There can be a number of reasons that sale tactics and store and lighting designs that were once effective no longer have the appeal necessary to grow your business:
- Demographic Change – The demographics in your location may have changed over time, and the dominant ethnic group, age group and income levels in the neighborhood may be different. Potential new customers also have different tastes than former clients.
- An Aging Store – Perhaps your store has begun to look old and outdated and you have failed to keep your former customers who may now have to travel some distance to reach your outlet.
- New Competition – New, competitive stores may have moved into the area and you are losing market share to them.
- Comparison Failure – Your store may not be as convenient or as attractive as other stores of the same type.
Upgrade Your Lighting for a Big Image Impact
To refresh a store’s appeal, new upgraded lighting is one of the fastest and most dramatic changes you can make, and you can recoup your costs very quickly with affordable, cost-effective LED and CFL lighting with the following solutions:
Electrical Savings – Energy savings from long life, low wattage, and the cool lamps of light emitting diode (LED) lighting and compact fluorescent lighting (CFL) will save you enough money that you will recoup your outlay for new, up-to-date lighting and fixtures in two or three years, and then start dramatic yearly savings in electrical expenses.
Controlled Lighting – You will save time and money by installing control features that enable you to automatically control lighting with dimmers, sensors, and timing features, and the use of control boards to make changes easily.
Suitable Lighting – Carefully chosen lighting takes into consideration the spill of light from fixtures, the absorption of light or its reflection from surfaces and textures, the need to separate products from backgrounds, and dramatic attention focused on featured products and specialty items. It also takes advantage of interesting architectural features of the store, inside and out.
Light Levels for Store Type – Lighting choices are based on the size and type of store, and all need strong task lighting for cashier locations, fitting rooms and storage rooms as well as accent lighting for specialty items. Bright, vertical, ambient (general) lighting is preferred for discount outlets, warehouses and supermarkets with high ceilings. Lower ambient lighting works best for smaller lifestyle, specialty and department stores. A combination of low ambient lighting and more dramatic, accent and specialty lighting works wonders for small, select boutiques with upscale fashion, jewelry and one-of-a-kind items.
Lighting Must Appeal to Your Target Market
There are several lighting “truisms” for particular markets and types of stores. A few examples are:
- Warehouses and discount shoppers like bright, simple lighting to enhance a quick and efficient buying trip.
- Dramatic up lights, down lights, colored lights, strip lights, and vivid contrasts appeal to shoppers in boutiques and upscale store.
- Young people like sparkle, razzle-dazzle, and color, and are drawn to new trends and styles.
- The busier the shopping area, the more important are the window displays for attracting customers into your store.
Because lighting is such a key component of the shopping experience, it is important to make the right choices for your store and your preferred customers. It would be to your advantage to consult a professional lighting designer who can help you analyze your individual store and show you how lighting can best enhance it, help you make the choices that will appeal to your target market, and save you money at the same time.
Whether you are selling sports equipment or antiques, a savvy retail store lighting design will enhance your image and brand, attract customers, and increase sales. You can’t miss.
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