Well-known brand, high quality and experiencedSellers are not everything. It turns out that the right lighting plays a very important role when it comes to sales. An experienced specialist shared with us some advice and gave real examples A creative approach to is a great rarity, but it contains enormous potential that can give a powerful boost to sales. Mikhail Gusmanov shares his professional secrets on this topic. Mikhail Gusmanov, New Light Technology Founder and CEO of NLT (New Light Technology), an expert in the field of LED lighting for the Retail sector. He believes that with the correct use of lighting in retail spaces, you can easily increase the value of a brand. The impact of lighting on sales - The main task is to ensure that it attracts the attention of the visitor and makes his stay in the sales area as comfortable as possible. Regardless of the type of product in the store - clothing, furniture, food - light can act as a "consultant" who unobtrusively directs the consumer to the product and presents it in the best possible light. The overall level of lighting affects a person's mood: when the light is comfortable, customers get a pleasant impression of the store and relax, which contributes to their desire to make purchases. With the right lighting, staff are less tired and remain highly productive throughout the working day. Just by creating a light accent in any place, you can increase sales at that point by 20-60%. That's why it's so useful to know what exactly we can do with lighting to increase sales.
Use lighting to navigate easilystore Lighting in the store should help navigate the sales area and move freely. The visitor should be able to easily find the checkout area. General lighting alone is not enough to accomplish this task; the most effective way is to use track lights to create an accented, well-lit route to the checkout area. But this technique is applicable to stores with a fairly large area. Alternatively, you can use fluorescent pendant lights with a certain pitch and placement across the path. You can also highlight the checkout area with decorative lighting so that the buyer can see it from afar.
Brighter Lights - Higher Profits Bright, Goodilluminated objects always attract the attention of the buyer. Make sure that the overall level of illumination of the sales area is sufficient for the visitor to easily see the product he needs and find his way to it without difficulty. Use lighting to highlight areas that, in your opinion, require the buyer's primary attention - new items, items on sale, fitting rooms, checkout areas, etc. This simple method will help you to profitably manage the attention of buyers.
Use accent lighting for dramatic effectshop window lighting Contrast, the play of light and shadow is a proven recipe for attracting attention to your store window. This method will create a 3D effect - it will illuminate both the outer part of the window and the display stands and mannequins. Passing by such a window, the buyer will definitely pay attention to it, which means that goal No. 1 - attraction - has been achieved at this stage.
Experiment with accent lighting andfloodlighting your product Another creative and unconventional way to draw attention to your product in the store is to use different types of lighting to emphasize certain characteristics of the product. For example, it is important for you that the buyer pays attention to the texture of the fabric, sees an unusual pattern, an ornament - directional accent lighting in such a case is an excellent assistant - due to the play of light and shadow, the lighting will highlight what needs to be emphasized. On the other hand, if you use soft floodlighting, the emphasis on the texture will disappear and the buyer will focus on the sensations of the object as a whole.
Capture your buyer's attention withadditional lighting To create an intimate, deep lighting effect to draw attention to, for example, new products, you need to use additional accent lighting to create heavy shadows. Try reducing the overall lighting level around special products and using accent lighting so that your customer immediately experiences a sense of admiration, notes the unusualness and depth of the surrounding atmosphere and starts shopping with even greater enthusiasm.
Real examples from New Light's experienceTechnology constantly helps retail outlet owners organize lighting in a way that will affect sales growth. One example is a children's store, which, compared to its neighbors, seemed like a "store from the 90s." With the help of track lights with a warm shade, children's colored goods began to look bright, the store acquired a completely different look. Another interesting example is a shoe store, the total area of which is 300 square meters. In the first hour of work after the reconstruction of the lighting, four pairs of men's shoes were bought at once. The store has been operating for three years now and shows stable results - sales have increased by 30%.
Children's store before reconstruction
Children's store after reconstruction
Shoe store before reconstruction
Shoe store after reconstruction
How to increase sales in a store using lighting
