For many years, store managers took a rather basic approach to their lighting design. As long as the lighting was bright enough for people to see, it was often considered good enough. However, as we learn more about consumer psychology, we are finding that your lighting design can have a significant impact on a customer’s buying behavior.
These new findings make it more important to invest in a well-designed lighting plan.
Distinguish Your Products from Competitors
The world is a competitive place and chances are your company is battling for sales with many other businesses. If consumers can buy something similar at another store, how can you stand out so they buy from you instead?
A smart lighting design is a good start. With the correct lighting, you can create an atmosphere that highlights why your products are different and better. The atmosphere that has been created with the lighting will resonate in the customer’s minds.The customer will be more likely to pay attention while they are shopping and also to return to your store. As the internet and globalization create more competition, you need to find a way to differentiate your stores. With a well-planned lighting design, you can.
Put Consumers in a Buying Frame of Mind
In the past, businesses often would see customers only as buyers of products. They didn’t spend much time considering their perspective, feelings, and emotions while they shopped. Now we know better. The better a store appeals to customers’ emotional well-being, the more likely they’ll shop and return.
A harmonious lighting design helps make customers feel more relaxed, which makes them want to spend more time and money in your stores. When customers are relaxed, they are also more open to buying new products. Good lighting is a significant part of putting customers in a buying state of mind.
Accent Lighting Calls Attention to What is Important
If you could cause your customer’s to gravitate toward particular items in your store, would you? Of course, you would.In any store, some products and sections are more important than others. This is not a new concept and one that store managers have always been working on. One common strategy has been to place important products at eye level.
Your lighting design can be used as the catalyst to draw attention to important areas within your store. Accent lighting is becoming an increasingly popular part of store designs. This is brighter light targeting key products or sections. We are getting better and more confident at finding the most effective balance of general and accent lighting. By finding a good balance, you can effectively market your most important products.
Keep Up with an Evolving Consumer
Think of how much the world has changed in the past twenty years. Do you think this has changed consumer buying behavior? You bet. It’s important to keep track of lighting science to keep up with an evolving consumer and new research. A good lighting design considers the latest research for psychology, ergonomics, sociology, and semiotics and balances these elements together to create a harmonious environment.
As our understanding of consumers and their purchasing habits improves, we are able to do more and more with store lighting. Make sure your stores keep up.
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