How can the right lighting in a store get a customer to make a purchase?

In the world of retail, the customer’s senses are an extremely powerful, often underestimated factor shaping the shopping process – this is especially true regarding sight. Studies show that as many as 7 out of 10 impulses received by consumers are visual information, a significant portion of which is… light. For designers, technologists and procurement professionals, this means one thing: light is not just a technical issue, but a powerful tool that needs to be thought about strategically.

SILENT SELLER

Since light can create mood, properly planned lighting can directly affect the way customers perceive a store and make purchasing decisions. Warm, soft light will bring a sense of comfort and luxury to an elegant boutique, which will spark emotions of comfort and pleasure in customers. This will encourage them to look at the display, talk to the salesperson and ultimately – make a purchase. Cold light, applied, for example, in a drugstore, on the other hand, will create a completely different atmosphere. It supports a more analytical approach to shopping, making customers feel invited to look closer at products, their ingredients or prices. Such lighting also gives a sense of cleanliness and order, which is especially important in places where consumers expect high-quality products.

INCREASE THE VALUE OF THE PRODUCT IN THE EYES OF THE CONSUMER

Well-planned lighting can make an ordinary item stand out as a desirable object – just look at the displays of luxury boutiques, where individual products shine against a dark background like priceless showpieces. It is in such details that light turns into an effective sales tool. The so-called “highlighting” technique which means selective illumination of certain areas – allows us to focus the customer’s attention on what we want. We can direct his gaze in a planned way, for example, to a new collection, a current bestseller or premium products. Hihglighting is very successful in the area of displaying such products as jewelry, high-end electronics or designer accessories, which thanks to it gain an aura of uniqueness.

ILLUMINATING THE PRODUCT, ILLUMINATING THE BRAND

Another space for lighting to show off is in the area of brand perception. Light can become a part of any company’s visual communication as important as logos or colors. This is because the coherence of lighting with the brand image builds brand recognition and subconsciously reinforces its message. A premium store that wants to be associated with quality will choose soft light for its products, while an innovative startup in its high-tech showroom will rely on cool, clean lighting to heighten the impression of innovation. It’s important to remember that the impression a customer takes away from a store often stays with them longer than the visit itself, which can determine whether they will want to return. It is worth keeping this in mind when designing store displays.

A GOOD METHOD FOR THE “WOW” EFFECT

As you see, in the area of product display it becomes crucial not just what we light, but how. Solutions such as thin LED light panels from Crystal Panel allow designers to create attractive, modern spaces that support sales with light. Edge-lit LED panels, thanks to their even light dispersion, are perfect for shelves, display cases, showcases or coffers, thoughtfully highlighting the most important features of products and brands. Their modern design, as well as their slim and highly customizable form, makes them easy to integrate with built-ins and branding elements, which is particularly important in POS and retail areas.

MAKE LIGHT WORK IN YOUR FAVOR

Well-planned illumination of a retail display is an investment that makes a real difference in sales, brand perception and customer experience. Light is a powerful sales ally that influences consumer purchasing decisions better than many salespeople. A solution so simple, yet extremely effective definitely worth using! Build a shopping experience that is memorable and bring out the best in your display. If you would like to use light to increase sales, but need support in choosing the right lighting for your display or shopping space we invite you to contact the Crystal Panel team. We will help you find solutions that not only guarantee quality and innovation, but most importantly – effectively work for the success of your brand.