RANGE REVIEW: LIGHTING & ELECTRICAL
LIGHTING EXCELLENCE
An essential element of any garden setting, outdoor lighting is a key category for DIY retailers seeking to maximise revenue – especially at this time of year. In this article Rachel Morris, Marketing Manager at 4Lite, tells us more about the latest outdoor lighting options available and shares her advice for maximising sales.
E
stimated to be worth around £81 million, outdoor and garden lighting is a sector that, if approached properly, can deliver
strong sales revenue for DIY retailers. Whether required for design, safety or security, there are a wide variety of products available to suit all budgets and requirements. For many consumers, embarking on an outdoor lighting installation can seem a little challenging but when armed with the right products, information and advice, it is actually very straightforward. But how do we get to that point? As with any product category, education is key and sales staff can play a huge role in encouraging and supporting customers to get their projects underway. Manufacturers such as ourselves can provide product training to retailers to support knowledge development which can be used alongside product information and advisory materials to educate consumers. We also have a Lighting Design Service which individuals can be directed towards to help them quickly overcome any doubts or confusion.
Purpose and design A common starting point when advising on outdoor lighting is encouraging customers to consider the space and its purpose. If they are seeking to enhance their garden as a space for leisure and enjoyment, lighting requirements are likely to be much different to those spaces where safety and security are the main objective. Whatever the aim, this step should help them to fully understand the scope of the project and the types of products required. Discussing and
individual features and areas that require illumination can also help with product selection. There is a
26 DIY WEEK MAY 2022
systems allow different lighting combinations, scenes and schedules to be created; regulating energy use. What’s more, smart lighting systems are really easy to install and operate. There is no wiring requirement as most are hosted on the cloud and fitted like a normal lamp or switch so are great for those undertaking their own project. Using Bluetooth or Wi-Fi to operate, they can be activated in a host of different ways; remotely using an app on a phone or tablet, programmed to respond to voice or motion or some systems such as 4lite Wiz Connected can even be integrated with eco systems such as Alexa, Hey Google and Siri.
Alternatively, for spaces that
huge choice of products available, all of which are suited to different settings and spaces so it’s really worth taking the time to consider this carefully. As a rule of thumb, a range of different lighting techniques should be considered and combined to really bring a garden design to life.
Up-lighting for example gives a very dramatic effect and is ideal for highlighting features such as pergolas or fountains and for making trees and foliage stand out. Down- lighting acts like the moon, lighting areas from above and is great for illuminating doorways and patio areas. Floodlighting can be used in large areas, or is great in spaces where security is a key consideration whereas ground lighting and step lighting are used to light pathways and multi-level areas.
Luminaires identifying
can also be used innovatively to create texture and interesting effects such as wall washing, grazing, cross- lighting, mirroring, silhouetting and moonlighting.
When it comes to garden lighting,
it is important to bear in mind qualities such as product robustness
and durability. Quality equipment with high IP ratings should be recommended for longevity and locational factors
should also be
considered; for example, if the property is in a coastal area, products with a polycarbonate construction are essential as they are more robust and hardwearing against the sea air. Given the current energy price crisis, energy efficiency and cost of use is likely to be a prime consideration for consumers embarking on an outdoor lighting project – if not the catalyst. Electricity prices are soaring and are set to continue rising exponentially until the end of the year at least so it’s important to demonstrate to consumers the latest technologies available - alongside the use of LEDs – that will keep costs to a minimum. Smart lighting is a great energy
efficient option as it enables every luminaire to be programmed and automated so that energy is used only where and when it
is
needed. From controlling the times of operation to setting elements such as brightness, intensity and colour temperature, smart lighting
require light only when in use, fittings with motion or presence and absence detection sensors are another ideal energy efficient solution. They power up only when activated by movement, meaning electricity is used only when illumination is required.
Solar power Solar powered luminaires are another great energy saving option. Powered by rechargeable batteries fuelled by the sun, they are completely free to operate, are kinder to the environment and are quick and easy to install as they do not require any digging, trenching or wiring. From bollards to wall lights and even lanterns, there are tons of solar powered products to choose from. Outdoor
lighting represents
truly effective way for consumers to improve their homes and if sales teams are adequately trained and knowledgeable about the products in store, is a great revenue stream at this time of year.
• To find out more, please visit
https://4liteuk.com/products/ garden
www.diyweek.net
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