Within a sound retail concept development, effective lighting solutions are reflected in increased sales and a reduction in ongoing energy expenses. The challenge is to adapt the concept to the individual store’s brand identity, target market, size, architecture and location, while remaining within the budget allotted for changes and upgrades.
Presenting a Fresh Image is a Key Part of Good Concept Development
Lighting is a major element in concept development as it is a focal point for many aspects of retail marketing. A sound lighting design will optimize the brand identity of a store and contribute to the comfort and convenience of shoppers, which helps to attract and build a client base of core customers.
A new concept should be developed when a retail outlet needs updating:
- Your store has aged and begun to look shabby
- Presentations of merchandise have become outdated
- The store is less attractive and convenient compared to other establishments
- The character of the location—downtown, suburbs or small town—has changed over time and there is more and better competition, or the demographic has changed
- You are losing market share to competitors
In all cases, it is important to implement affordable, cost-effective ideas to make changes that have the biggest impact on sales. Changing the lighting design is one of the best ways to alter the appearance of the store and enhance the appeal of the merchandise to create a fresh, new look.
A Professional Lighting Design Can Produce the Most Dramatic Impact
The type of store determines the parameters within which lighting effects are chosen. They differ depending on the category of store:
- Warehouse, Discount and Large Supermarkets: The large size, high-ceilings and layout of these large stores dictate bright, vertical lights and well-lit signs to enable shoppers to find departments and products. Within departments, accent lighting can be used to draw attention to featured items.
- Medium-sized Lifestyle, Specialty and Department Stores: These stores are also large with lots of products, but the ceiling height is lower and lighting can be at a medium level with more and suitable accent lighting.
- Boutiques and Upscale Clothing, Lifestyle, Jewelry and Small Stores: These stores can benefit by lower lighting and more emphasis on accent, color and decorative lights, and dramatic lighting effects.
All these stores require strong lighting at checkouts, fitting rooms and storage areas, and sufficient lighting throughout the store for customers to properly examine and evaluate the merchandise.
The color, quantity, distribution and intensity of lamps chosen must also take these factors into consideration:
- The spill of light from fixtures
- The reflection of light from various surfaces
- The darkness and lightness of the merchandise and its absorption of light
- A requirement to emphasize texture or color
- The need to separate products from backgrounds and from each other
The Values And Interests Of Core Shoppers Influence Lighting Choices
Age, income, and other socio-economic indicators of your potential clients are analyzed and considered when choosing lighting options and depend on your customer base and location. For example:
- Discount and warehouse shoppers prefer bright lighting designs that emphasize simplicity and efficiency.
- Grocery shoppers like bright showcases.
- Cosmetic and fashion shoppers are more likely to purchase under warm lights that flatter skin tones.
- Boutique and upscale shoppers are looking for dramatic lighting—uplights, downlights, colored lights and special effects—that emphasize uniqueness of the products.
- Youths are attracted to the new and the different, the sparkle and the dazzle.
- Downtown locations complete with strong window displays for customer attention.
Energy-Efficiency is an Important Element in Concept Development
Not only do striking and appropriate new fixtures and the overall lighting design of your retail outlet result in more sales, but also a customized retail concept development plan can save you money.
Energy savings and long service life are important factors in selecting lighting fixtures and lamps. With controlled use of compact fluorescent lighting (CFL), light emitting diode (LED) lamps, dimming controls, photo sensors and timers, retail outlets can save a sizable amount of money every month on energy use. Also, there are utility company and government grants available for switching from inefficient incandescent lamps to low voltage lighting.
Call us today. Our firm provides professional retail concept development with dynamic lighting solutions that will improve sales while reducing ongoing energy expenses. For more information, contact Lighting Solutions Worldwide: website: www.retaillightinganddesign.com; phone: 866-203-0434; email: firstname.lastname@example.org.