Go green and light up sales

23/09/2013

Effective lighting has always been a key component of store design. Abercrombie & Fitch might have made its A+F and Hollister stores stand out by turning down the lights to create a nightclub vibe, but the arrival of LED (light-emitting diode) technology now gives retailers a wealth of opportunities to both boost their sales and cut their electricity bills.

Thanks to the unprecedented level of flexibility and control offered by LED lighting, retailers can use it to show off their products – whether furniture, designer clothing or fruit and vegetables – more attractively, tailor store ambience to the season and ensure customers look their best.

Here are five tips for lighting up retail sales while boosting those green credentials:

1. Increase stopping power and footfall
Retail LightingHarness the directionality of LED lamps – a feature that arises from the design of the LED ‘chips' that actually produce the light inside the lamps – to add stopping power to window displays (a technique also used to help make customers look their best – see tip below). LED-based accent lighting brings out rich textures and adds depth to high-quality materials and surfaces.

The flexibility of the technology means that colours and hues of this accent lighting can be tailored to the changing fashions of seasons. To avoid turning your all-important shop window into an expensive mirror, make sure to apply higher lighting levels to the display and to minimise the use of dark rear walls.

2. Make customers look their best
The fitting room experience is absolutely critical to customers, with research by Vrije University in Brussels indicating that this is where 80% of buying decisions take place. Making the customer look their best is going to enhance the likelihood of a sale – so it’s out with harsh, blue-tinged fluorescent lamps and hot traditional spotlights, and in with adaptable LED lighting.

Tailor that light for the potential purchase: use soft, warm, even red tones in the lingerie department but imitate bright daylight for shoppers looking to buy outdoor clothes or sportswear. Efficiency is another obvious advantage. With less heat from spotlights in the fitting room, the additional comfort is like to improve the mood of a customer and they are more likely to spend time in the store as a result.

3. Add sparkle to displaysDisplay Lighting
You want to direct shoppers’ attention to high-quality products inside glass cabinets, or on racks and shelves. Exploit the flexibility offered by LED lighting to illuminate leather goods with warm-white tones, but switch to a cooler white for suits or jeans. For cabinets containing jewellery, add sparkle by using multiple point sources of light from directional LED lamps.
 
4. Bring out true colours
Some of the most vibrant colours in nature are to be found in fresh food. That’s partly because humans have evolved to be attracted to the colours of the edible, nutritious Restaurant Lightingfruit and vegetables that grow on trees and bushes. The modern-day equivalent of that is the fresh aisle at the supermarket or at a restaurant dining table in a retail food court, so bring out the true colours of natural produce with illumination provided by a lighting system with a high Colour Rendering Index (CRI), particularly using lamps that deliver excellent R9 values. The CRI measures the quality of light produced by a lamp across its full visible spectrum, with a maximum value of 100 equivalent to natural sunlight.

VxRGB brings out true colourVerbatim’s latest VxRBG phosphor technology, which has been designed with retail applications in mind, demonstrates that CRI can sometimes be an imprecise measurement of colour accuracy. By applying a unique combination of red, green and blue phosphors to a violet, rather than a blue, LED chip, the colour perception of objects under VxRGB illumination appear more vibrant compared to conventional LED or halogen lamps which may have a higher CRI value. It makes whites whiter, it brings out natural skin tones and improves contrast. In particular, reds, pinks and violets appear more vivid and navy blues are especially vibrant and easy to discern from black. 

5. Refrigerator lighting
The chilled and frozen foods aisle of the supermarket is where LED lighting can really come into its own. Not only does the lack of waste heat produced by the LED chips mean that less chilling is required compared to fluorescent lamps, but the physics behind LED chips means that they actually work more effectively – and last longer – in a cooler environment. LED lighting also produces no ultraviolet light and this fact means there is considerably less spoilage of fresh foods in comparison to fluorescent lighting.

Summary
When planning a lighting scheme for a retail store, designers will be looking to strike a balance between creating depth and drama while ensuring lighting is still practical. So while accent lighting and wallwashing can accentuate specific displays or brand messages, ambient lighting will typically remain at the heart of the whole retail lighting scheme in general.

While it is true that LED lighting requires some additional up-front investment compared with older technologies, the hefty savings on energy consumption in a retail context means that this cost is soon recouped – even before factoring in any extra sales when enabling customers to shop more comfortably. LED lighting cuts down the electricity devoured by halogen lamps by at least a factor of five and because it needs far less frequent replacement will also save on future maintenance costs. Add what will become a far more pleasant working environment for retail staff to those green credentials, plus the potential for boosting sales, and the case for LED lighting is crystal clear.

Download press images from: http://download.publitek.com/VERA005.zip

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About Verbatim
Verbatim is a leading global company in data storage and LED lighting with a broad product portfolio spanning consumer and professional applications. Verbatim has been shaping the development of data storage devices since 1969 and is the world’s No 1 supplier of optical media (Blu-ray, DVD and CD). The company also markets flash memory, external hard drive storage solutions and a wide range of computer accessories. 

In addition, the company is an innovator in fast-growing LED and OLED lighting, developing products that offer low power consumption, long life and a better lighting experience. It is also an emerging supplier of water filtration systems; its Cleansui brand is Japan’s favourite water filter. 

Verbatim is a subsidiary of Mitsubishi Kagaku Media owned by Mitsubishi Chemical Corporation, one of the world’s largest chemical companies, which invests heavily in R&D across many diverse sectors. The company’s operating principles are founded on helping people to live in a healthy, comfortable and sustainable way. Verbatim’s regional organisations are EMEA, APAC and Americas, with offices in most countries in the world. The company’s European headquarters are based in the UK. For further information, visit http://www.verbatim.com

 

Posted by Beth Morse at 4:09 PM email story