Have you ever been drawn to an amazing bright display at a store, and impulsively purchased what was on display? I know I have countless times and I am not alone. Studies have shown that our eye tends to shift naturally toward the brightest object in our field of view. Retail locations can take advantage of this natural response by positioning their products in a creative, bright atmosphere. Here are a few ways to increase retail sales using lighting.
Use Natural Daylight
Using natural daylight is a win-win situation for retailers. First, it reduces the electric bill. Second, natural daylight provides the most satisfying visual environment for our eyes and brain. A few years back, Walmart experimented with their first “Eco-mart”, and installed skylights in 1/2 of the store. What they discovered was customers purchased more products from the natural lighted 1/2 of the store versus the electric lighted side. Consumers stayed longer, and bought more because daylight provides the best lighting.
Create a Mood
Retailers can create a specific mood that corresponds with what product they are selling with special lighting effects. For example, if a clothing store wants to draw customers to their their new clothing line display, they could use twinkling lights for excitement. Or, a party store could use a disco-like lighting display to entice customers to their party product of the week. Experiment with colored light bulbs, lighted garlands, and flashing effects. Be creative with lights to create the mood you want your customers to experience.
Entice into Store
Proper lighting can entice customers into a store. Have you ever walked by a retail store and it appeared dark inside. Chances are you walked right by. Remember that light equals invite. Ensure your retail store has lots of lighting on the inside and outside. Use your store front window as a marketing machine. Create window displays that are bright, balanced, and fun. The right window display will attract passerbyers into your store.
Flatter your Customers
Nothing is worse than going into a dressing room to find horrible, fluorescent lighting. Yuck! There is nothing flattering about fluorescent lighting. Trying on clothes becomes a not so satisfying experience. Provide flattering, complimentary lighting to provide an experience that is pleasant to promote happiness, and greater sales. Natural light is best, but if that is not possible speak with a lighting expert to ensure you have the best lighting for your fitting rooms.
Lead Through Merchandise Area
Lighting can be effectively used to guide customers through the merchandise area to the point of sale area. The point of sale area is where 90% of all purchase decision making occurs. Make this area pleasing and comfortable. Here lighting should be natural (if possible), and soft. Avoid bulbs that produce large amounts of heat and energy. Friendly check-out staff is a plus too.
Lighting techniques can be used to increase sales in the retail store by enticing people in, calling attention to specific areas of the store, creating a specific mood, flattering customers, and leading purchasers to the point of sale area. Remember to provide natural, daylight when ever possible, and to be creative. Go 4X brighter with your display lighting. And, have fun.