Marketing using high-end retail store lighting is all about telling a story. Although you might not be explicitly giving people a beginning, middle and end complete with a cast of well-realized characters, you are nevertheless telling a story in an implicit fashion. It simply cannot be helped; even if you try not to tell a story, your customers will read one into it regardless. Lighting, too, is a part of that story, and it can be very easy to tell the wrong story with lighting.
Decide on the Type of Lighting to Tell a Story of Rags and Riches
Consider the simple choice of what type of lighting to buy. If you use something like fluorescent lamps for high-end retail store lighting, you will wind up with a tacky, cheap look. Then again, use lighting that’s too “showy” and bright in a mid-range shop, and the story you tell to the customer is “you guys probably can’t afford anything in here.” Using the right lighting to attract the right customer is a big part of telling an effective story.
Identify Your Target Audience to Tell a Story of Someone Beautiful
Think about what kind of story you want to tell with your customer – for example, with clothing store lighting. Obviously, a high-end clothing store is going to be telling a different story than, say, a thrift store. In order to know what sort of story it is that you need to tell, you need to identify your audience, and your audience is going to be your best customer.
Arrange Your Lighting Just Right to Tell a Story of Hidden Treasures
Arranging your lighting just right in a thrift store may sound pointlessly ambitious, but a great portion of the thrift store customer base is looking for scarce vinyl records and vintage clothing. So if lighting is important even for a thrift store, then how important is it for a high-end retailer of expensive clothing, jewelry and various accessories?
Identify your best customer. Identify why they are there. Identify what the customer wants. Are they sale-hunters, looking for an expensive new dress to show off their confidence and beauty at their next party? Are they looking for jewelry that really shimmers under the light? Do they want power tools that, when cast in natural light, remind them of pleasant summer days building porches?
Telling the right story isn’t just an important part of marketing and sales; it’s essentially all there is to the field. Lighting is simply one of the most important tools that we have for telling the stories that matter.
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