While shopping in retail stores, you may not realize that you are subtly directed and led by the store’s lights. Retail lighting is designed to inspire the consumer and work functionally for the associates.
Choosing the correct lighting means ensuring an increase in sales and a pleasant experience for customers!
Below we will recognize the eight major mistakes that retail stores make and how to avoid them!
Top 8 Mistakes
1. Choosing Unattractive Lighting:
This is a no-brainer. You want your product to look good. To make your product look its best, you have to choose the proper lighting. If you are selling jewelry, LEDs would be beneficial. For example, LED lights will help your jewelry shine and sparkle under the bright lights. However, if you are selling vintage literature, then a warmer light may be a better option.
2. Energy Expenses:
Retail stores often purchase and display lights that are not energy efficient. Without considering the costs, you could be unintentionally throwing money down the drain. LED’s are known for their energy efficiency and can be used to cut down expenses.
3. Not Thinking of the Atmosphere:
Lights help provide an atmosphere to an area. The lighting should match your store’s vibe. For example, a sleek shoe store will not use yellow color temperatures but bright, vibrant lights. Likewise, a cozy coffee shop will use warmer tones over cooler tones.
4. Unbalanced Contrasts:
Retail stores often have too little contrast or too much contrast. Without enough contrast, a store will be laid out with no direction. With too much contrast, it can make it hard to shop with a purpose. The correct amount of contrast leads a customer and draws their attention.
5. Not Considering Lighting Codes:
Lights should be designed and installed according to lighting codes. Inspectors are highly knowledgeable individuals that search for inconsistencies and failures. By not considering lighting codes, it can cost you a substantial amount of money. Learn your lighting codes before installing to prevent extra costs for installation, add-ons, and retrofits.
6. Failure to Draw Focus:
Lighting can create focal points throughout a retail establishment. Lights should draw the customer’s attention. When every light is the same color and strength, it is harder to notice certain store areas. Lights should be different colors and strengths to highlight products and areas.
7. Lack of Accents:
Similar to focal lighting, a lack of accents will leave your customers directionless. Accents should be used to direct customers and grab their attention. A lack of accents on items will result in a lack of sales of that item. Major displays should be well lit by accent lights.
8. Choosing Impractical Lighting:
Impractical lighting is often the lack of task lighting. Task lighting is designed to make an area run efficiently. Its functionality provides a clear view of important tasks, such as the cash register, a storage room, and a dressing room.
Examples of Good Lighting
Customizable Lighting
An option for retail stores is a remote control system that accesses color, temperature, and time. This will allow staff to control the mood, setting, and focal points of the store.
Ambient Lighting:
Ambient lighting provides an overall lighting system for stores. It can come in many forms: ceiling lights, vertical lights, suspension lamps, recessed fixtures, etc. Ambient lighting should create an atmosphere as well as be functional.
Task Lighting
Retail stores should not only have ambient lighting but task lighting as well. Task lighting ensures that the store will operate smoothly. Every retail store should provide a practical workspace for employees.
Focal Lighting
Good lighting includes focal points and accents. A well-lit store will have various colors, temperatures, and lights throughout the store. Focal lighting is good lighting because it generates sales, directs the customer’s attention, and provides an engaging atmosphere.
Risk of Bad Lighting
Bad lighting can hurt your product. Products will appear differently under different lights. While it may appear vibrant under cool lights, it may appear washed-out under warmer lights. A customer is trusting that what they are buying will look the same when they leave your store. It is best to provide good lighting to ensure that your product looks its best.
A lack of good lighting may confuse consumers. If the store is too dark, shoppers are not likely to stay longer than necessary. Oppositely, if a store is too bright, sensitive customers may leave with a headache and sore eyes. The appropriate amount of light and contrast should create a welcoming space.
In some cases, lighting may have high costs and extreme upkeep. Some lights may be more costly, but save you money in the long run by being energy efficient. However, other lights are cheap upfront but will cost more later. Consider the following before choosing your lighting: energy efficiency, maintenance, installation, and lighting codes.
Ready to increase sales at your store? Speak with one of our retail lighting experts today.
