048 ANALYSIS / RETAIL LIGHTING
To support the advancements of technology and techniques applicable to the retail sector, the British Research Establishment (BRE) has produced ‘The Essential Guide to Retail Lighting’, which was launched at their ‘Achieving effective and energy efficient retail lighting’ event. Kevin Grant, director of LIGHTALLIANCE and BRE event speaker, explains...
RETAIL IN THE SPOTLIGHT Pic: Light Tecnica
Pics courtesy of Morrison & Spottiswood; lighting - Happold Lighting
The retail sector is one of the largest con- sumers of lighting equipment. The ‘Essential Guide to Retail Lighting’ explains how to use modern lighting techniques and equipment, and more efficient light sources, to provide significant reductions in energy use, whilst achieving enhanced quality and improved visual appeal. It covers key elements such as best practice electric lighting, daylight- ing and lighting controls, all tailored to suit the requirements of retail sector. Creative lighting treatments can really enhance the retail experience by creating stimulating environments and memorable places where people want to spend time… and money. Light can be a powerful tool to the retailer. We can use light to attract and influence the movement of people, encouraging cus- tomers to visit a shop, spend time inside,
introduce them to the merchandise and increase the chance they will spend money whilst there. Humans are attracted to light. Research tracking human behaviours has proven that changing the way we light our shops can influence how we behave. To illustrate this most retail situations can be arranged as a series of sequential experiences. Exterior lighting Well-conceived retail boulevards, façade lighting treatments or illuminated shop front displays can draw customers from afar. The main retail frontage provides opportu- nities to capture impulse purchases, and to showcase the brand and key products avail- able. Window displays can attract, engage and convert the customers attention into sales. High contrast, dynamic or interactive elements can further enhance the custom-
ers desire to explore, and repeat custom promotes increased revenue. The arrival experience The main entrance and the visible elements beyond create the arrival experience, an opportunity to form a favourable first impression and an introduc- tion to the brand. Lighting can be used to create or enhance features and focal points, creating visual interest and forming spectacles that can capture passers-by and encourage them deeper into the store. The ‘shop floor’ retail experience The arrangement of each retail offer should be tailored to suit the desired retail experi- ence. Creating environments where custom- ers will be comfortable and encouraged to browse. Lighting can be used to provide information – helping customers to know where to pay,
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