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LED CHINA 2020 • Shanghai

2020.9.17-19 | Shanghai New International Expo Centre

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Why Consider Visual Merchandise Lighting?

24.02.2020 11:15

 
In this week’s post, led lighting expo will review some considerations you may want to think about in your lighting strategy that will help increase the aesthetics of the products with the purpose of improving sales through visual merchandise.
 
Does e-commerce win over the physical stores?
High competition and better sales revenue and more yields are some of the factors you as shop owner will notice at the bottom line if you choose to invest in quality-based lighting such as LED light boxes.
In a market where e-commerce characterizes a large proportion of sales, it is important to engage customers even more in the physical stores - it can happen through the experience economy. Online shopping has made it difficult for retailers and as store owner you have resort to other methods than you may have been used to before. Visual merchandising can be one of the things to consider as it will help create awareness and possibly increase brand loyalty. The most crucial moment is to get customers inside the store, and here light boxes can be an effective way.
Signage itself has evolved significantly over time, and we see an increasing tendency to use backlighting, spots and front lighting. Overall, it will make the stores look more inviting and will produce more vibrant colors and texture, without the harsh glare and shadows that the front lighting is otherwise known for.
 
Lighting strategy that works
According to studies, it turns out that 76% of respondents choose to enter a store when attractive signs appeal to them and several of the consumers choose to pass on good customer experiences to their network. Looking at a practical example, a fashion store in Germany saw an increase in sales by approx. 12% after installing a light box specially designed to appeal to the end customer.
It's about having the lighting strategy thought out and not just a "quick solution". The lighting you implement must benefit both employees and customers before it has a positive effect on, among other things sales. Here, an LED solution will be an obvious choice, precisely because you have so many options for designing the lighting for your store, the end user and at the same time getting an energy efficient system.
 
Visual impact
We see that the right signage when using lighting is messy in the retail industry. Everything from billboards to unlit signs outside stores. Lighting plays an important role in what you want your customers to focus on. It's about indirectly influencing and guiding consumers on the action you want them to take - buying a product.
LED light boxes can help attract attention, even if your store is closed. It helps to create a curious feeling among people, as well as this type of lighting will attract the eye. Generally, illuminated window screens are a great way to maximize visibility. It can be a way of highlighting your message to customers.
As we started by saying in this blog post, light is a source of energy that we need. In addition, it should be used for all the functions it can. It's about finding a balance between proper LED lighting as well as highlighting what makes customers want to buy more and visit your store again and again.
 
LIGHTING TECHNIQUES FOR VISUAL MERCHANDISING TO INCREASE SALES
Lighting behind the shelves can be achieved easily with simple LED strips. It instantly creates a luxury feel for your stores. Each strip can be individually controlled so you can highlight some shelves and not others. This technique is especially effective when you lower overhead lighting in the store and let the products take center stage.
Changeroom lighting is very important. This is where your customer is going make a purchasing decision. If your lighting creates unflattering shadows or is in a harsh tone that makes the customer feel less attractive, they won’t want to make the purchase. Changeroom lighting needs to strike the right balance of not being too cool (unflattering) or too warm (too yellow will change the color of items). Changeroom lighting should also have lighting incorporated either into or around the mirror to ensure even lighting of the customer and avoid unflattering shadows.
Similar to incorporating lighting behind your shelving, another interesting place to incorporate LED strips is on the underside of your display racks. Since LED strips can be individually controlled, they can help highlight different racks throughout the day/seasons. This technique also creates a luxurious feeling so it is an easy way to help the customer justify a higher spend.
Space is always at a premium in retail stores, so you probably have some of your merchandise on the floor. Since it is well below eye level, strategically placing some lighting lower to the ground can help draw attention to it.
End-caps are usually left un-lit entirely but if you are a CPG in a large retail store, you need to the product to be noticed. End-caps can be a perfect place not only to incorporate lighting but also play with colored lights. This helps draw the attention of customers.
 
Source: lumega