You’ve likely read countless articles about how a specific store layout can help to influence your customers’ buying decisions.
You’re also aware of how much color influences the products you choose to buy.
But did you know that retail lighting, when used correctly, can have just as much of an impact on what your customers drop in their carts?
Countless in-depth studies have shown that your lighting can make your displays pop and increase your overall store revenue.
Whether you’re looking to get customers in your store from the street, want to direct their attention towards a featured product, or simply want to use retail lighting to create a specific store path, this guide can help.
In this post, we’ll tell you everything you need to know about how to use lighting to increase your sales.
Use Accent Lighting Sparingly
While accent lighting, AKA “spotlight” lighting, may be familiar to most retail stores, in order for it to be effective, you need to use it wisely.
If you have a “spotlight” on nearly every item in your store, your customers won’t be able to differentiate your luxury products or your newest offerings from your older ones.
To make the most of accent lighting, try to create an entire display around the product you want to feature. You may even want to consider using accent retail lighting as a part of your interactive display to call further attention to a product.
For example, let’s say your store just got in a popular shoe design, that’s sold out in other local stores or retailers. You might use brightly-colored (you can think outside of yellow or white light) accent lighting to highlight the special display you want your customers to pose in front of.
Not only will the lighting help your customers to take better photographs of themselves and your products, you can also use accent lighting to highlight the hashtag you want them to use when they upload those photos to social media.
That way, you can get to know your customers and study their social media habits — leading to more targeted ads in the future.
All this, just from using the right retail lighting!
Use Retail Lighting to Set the Mood
It’s also important that you think of your overall lighting design as a way to express your brand.
For example, if you sell spa packages and massages, it wouldn’t exactly make much sense to have bright florescent lighting with harsh metal fixtures.
Instead, you should focus on ambient lighting, and even use soft blue and green tones to help keep your customers calm. If your store sells items marketed towards millennials, then you might want to go for Edison bulbs. If you’re selling luxury handbags, elegant chandeliers will do the trick.
No matter which retail lighting you choose, it needs to be in step with the experience you want your customers to have when they spend time inside your store.
Remember, in today’s world, people could just as easily shop online. When they take the time to come to your store, make it worth their while.
Keep It Flattering
One of the biggest secrets to retail lighting?
Making sure it casts a flattering light on your customers. Especially if you sell clothing, makeup, or hair products, you need to make sure that your lighting isn’t overwhelmingly bright.
Too-bright lights can call attention to a customer’s flaws, and may even make them feel so bad about themselves that they walk out of your store empty-handed.
LED bulbs aren’t just more cost-effective and energy-efficient: they’re also much more flattering. Especially in dressing rooms, softer lighting is always the better choice.
Avoid using non-traditional colors — no one wants to see how an outfit will look on them in blue light. If possible, install lighting at the top of mirrors, so customers can get a real sense of what they’ll look like from head to toe.
If you’re selling cosmetics, use adjustable lighting that allows shoppers to see what they’ll look like in lighting during different parts of the day.
Use Lighting to Direct Foot Traffic
If a customer can’t find what they need quickly, they’re likely to leave your store without making a purchase.
Your lighting can help make it easy for customers to find checkout lines, specific products, and more.
You can use track lighting installed on the floor or at the bottom of your shelves to help guide your customers through your store. Additionally, use an elegant lighting fixture with LED bulbs above your cash registers.
The fixture should be attention-getting, and should serve as a sort of “sign post” for where customers are in the store. If you have multiple aisles in the store, make sure you’ve used soft accent lighting to ensure customers can easily read the list of products people can find in each aisle.
Remember, retail lighting is all about simplifying the customer experience as much as possible. It can also help foot traffic to move faster, translating into more sales for your store.
Have Additional Questions?
Of course, these are just a few of our favorite retail lighting ideas — there are many more out there that you can use for inspiration.
No matter what kind of products your store sells, the right lighting can help you to sell even more of them. However, especially if you weren’t blessed with good lighting design genes, it can be difficult to know where to start.
That’s where we come in.
Get in touch with us today to talk more about which lighting fixtures might best serve your business. We even offer a complimentary LED lighting assessment. Then, choose from our wide variety of fixtures to get the look you want.
Make this the year you show your store in the best possible light.