A well-known brand, high quality and experienced salespeople aren’t everything.
It turns out that the right lighting plays a very important role when it comes to sales.
An experienced professional shared his tips and real examples with us.
Creative lighting is very rare, but it has enormous sales potential.
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 LED lighting for Retail.
He believes that with the right use of retail lighting you can easily increase brand value.
The impact of lighting on sales.
– The main purpose of lighting is to attract the visitor’s attention and make his stay in the sales area as comfortable as possible.
Regardless of the type of products in the store – clothing, furniture, products – light can act as a “consultant” that will unobtrusively direct the consumer to the product and present it at its best.
The general level of light affects a person’s mood: when the light is comfortable, customers have a pleasant, relaxed experience of the store, which makes them want to buy.
ELECTROLUX Quantum Series: Choosing a heater
Staff are less tired and remain highly productive throughout the working day if the lighting is just right.
Just by creating a light accent in some place can increase sales in this point by 20-60%.
That is why it is so useful to know what exactly we can do with lighting to increase sales.
Use lighting for easy in-store navigation.
The lighting in the store should help you navigate around the sales floor and move freely.
A visitor should be able to easily find the checkout area.
General lighting alone isn’t enough to accomplish this task, the most spectacular way is to use busway lighting to create an accentuated, well-lit route to the checkout area.
But this technique is applicable for stores with a fairly large area.
Alternatively, you can use fluorescent pendant lights with a certain pitch and placement across the walkway.
And you can also highlight the checkout area with a decorative light, so that the customer can see it from afar.
Brighter light – higher profits.
Bright, well-lit objects always grab a customer’s attention.
Make sure that the general level of light in the sales area is sufficient so that customers can easily see the products they want and find their way to them without difficulty.
Use lighting to highlight areas that you think should be a customer’s priority – new items, on-sale items, dressing rooms, checkout areas, and so on.
It’s a simple way to help you manage your customers’ attention profitably.
Use accent lighting to highlight your storefront effectively.
Contrast, play of light and shadow – a proven recipe for drawing attention to your storefront.
This method will create a 3D effect – illuminate both the outside of the display case, as well as the display stands and mannequins.
Passing by such a showcase, the customer will definitely pay attention to it, which means goal #1 – attraction – is achieved at this stage.
Experiment with accent lighting and flood lighting for your merchandise.
Another creative and unconventional way to draw attention to your product in-store is to use different types of lighting to accentuate certain product characteristics.
For example, you want the customer to notice the texture of the fabric or see an unusual design or pattern.
Accent lighting is an excellent aid in this case, as it plays with light and shade to highlight what needs to be emphasized.
On the other hand, if we use soft flood lighting, the emphasis on texture will disappear, and the customer will focus on the feeling of the object as a whole.
Capture the customer’s attention with additional lighting.
To create a chamber-like, in-depth lighting effect to draw attention to novelty items, for example, use additional accent lighting that provides heavy shadows.
Try reducing the overall light level around specialty items and using accent lighting so that your customer immediately experiences a sense of admiration, notes the unusualness and depth of the ambiance, and goes shopping with even more enthusiasm.
Real case studies.
New Light Technology is constantly helping outlet owners arrange their lighting in a way that boosts sales.
One example is a children’s store that looked like a “store from the 90s” in front of the neighboring stores.
With warm-toned track lighting, children’s colored goods look brighter, and the store has taken on a whole different look.
Another interesting example is the shoe store, which has a total area of 300 square meters.
Already in the first hour of work after the reconstruction four pairs of men’s shoes were bought at once.
The store has been open since that time for the third year and shows a steady result – sales have increased by 30%.