While online shopping is booming, brick-and-mortar stores still hold a powerful advantage – the ability to appeal to the customer’s senses. Unlike websites, physical stores can create a multi-sensory experience that captivates and keeps them engaged. This translates into more time spent browsing and ultimately, more purchases.
But of the five senses, sight reigns supreme. And how retailers can manipulate sight plays a crucial role in influencing the shopping behavior. This is where lighting comes in – it’s the sculptor of the in-store experience.
Unveiling the Power of Light:
Imagine walking into a store with harsh, unflattering overhead lighting. Uninviting, right? Now, picture a store with warm, diffused lighting that highlights products beautifully. Suddenly, browsing becomes a pleasure. Lighting can transform a space, making it feel welcoming, energetic, or even luxurious.
Beyond Ambiance: Lighting’s Impact on Your Wallet:
Smart lighting goes beyond aesthetics. Here’s how it subtly nudges customers towards a purchase:
- Spotlight on Desire: Strategically placed accent lights draw the attention to specific products, like that new gadget they didn’t even know they wanted.
- Decisions, Decisions: Bright lighting in specific areas can encourage the customer to examine and compare products more closely. This can be particularly effective in high-consideration purchase areas like electronics.
- Relax and Linger: Conversely, softer lighting in fitting rooms or relaxation areas creates a calming atmosphere, encouraging patrons to spend more time in the store, increasing the chance of an impulse buy.
The Takeaway: A Symphony of Senses
While lighting plays a starring role, remember it’s part of a sensory orchestra. Retailers can strategically combine lighting with factors like touch (think soft fabrics), smell (think enticing bakery aromas), and sound (think upbeat music) to create a captivating experience that makes the customer want to linger and spend.
So, the next time someone steps into a store, take a moment to notice how lighting shapes their experience. If you need help making changes to your store, but don’t know where to start, contact a local interior designer or an industrial electrical company who’ll have more expertise and experience in the matter. It might surprise you just how much thought goes into crafting the perfect ambiance to influence shopping decisions.
To learn more, check out the infographic below on how lightening can further boost the customer’s experience and your pockets.
