Who would have thought that lighting will have a huge impact in the retail world as a marketing strategy used on physical stores? People becomes so hooked when brick-and-mortar shops use specialized techniques and technologies that online retailers find it so difficult to think of a better strategy.
Truly, it has become one of the reasons why people still choose to personally visit stores than shop online where they can find convenience because they don’t have to leave their homes. But maybe the experience of being able to feel and see the actual product before buying it is still irreplaceable.
That’s why shoppers treat the physical store set up (adequate lighting to see products, merchandise displays, signs, promotions and checkout lanes) as something they should never miss.
How it All Starts
Impulse buying is common to many people. But most consumers still need a certain level of persuasion to be interested into looking at something. This can be as simple as seeing an advertisement. Light also takes part on this ‘persuasion phase’. This is through outdoor window displays which aims to attract foot traffic inside the store where the more strategic displays await.
Again, many people including some retailers are often unaware of the real purpose of lighting and display. But in reality, they are positioned on a certain way to influence the thinking and behavior of customers. So, if you notice that some shelves have brighter or multi-colored lights that are different from the other displays, that’s because it was meant to be put that way. The usual reason is that these items that were given additional emphasis are either high-end products or new product lines that are being promoted. Amazingly, if you will observe, you can see that many people are being drawn to it. This strategy is based on the assumption that people are drawn to shiny things. There are also other tactics that can be used such as installing contrasting light to attract wandering customers and vertical or layered lighting for giving greater depth and urging shoppers to browse more.
How Light Affects a Customer’s Mood and Behavior
Another thing that makes light so effective on retail businesses is how it consciously and subconsciously affect how customers feel about the brand, a certain product, or their experience in general. This is composed of many factors such as color temperature, brightness, and setup that creates an impact on the mood of a consumer.
For instance, cool white light makes stores appear spacious, while warmer color temperatures create a friendlier impression because it gives consumers a feeling of smallness and familiarity. This prove that the warmth or coolness of a light’s temperature plays a relevant role.
Brightness on the other hand, affects shopping pace whereas brighter lights make people positive and energized so they tend to shop faster, while dimmer light makes people feel relaxed and calm which slows them down.
There are plenty of research saying customer retention is more likely for well-designed, up-to-date store compared to those with dull interiors. This is why it is considered wise for businesses to invest in the right lighting for their stores.