So far, we have written about how to use the right lighting to improve the sales in your store. This time, we will shed light on the other side of the coin and show how errors in the design and setting of lamps can contribute to the loss of customers.
At a time when products, services and prices are more and more similar to each other, what distinguishes a store in the eyes of customers is primarily the brand image and well thought-out customer experience. Although the competition is stiff in these fields, a creative marketing strategy and empathy allows for an in-depth analysis of the client’s needs allows that makes you stand out regardless of the planned budget. Unfortunately, it is also easy to make a mistake and lose the advantage. It is more difficult to regain this advantage, because the mistake has no justification that can be closed into simple mathematical equations.
Lumiverso lighting designs: Red is Bad / Patrizia Aryton / Lee Cooper / source: Lumiverso
BAD DIRECTOR, BAD REVIEWS
A drop in the number of spontaneous purchases, no increases in sales, frequent product returns - these factors may be due to inadequate store lighting. And they do not have to be related to technical problems or interruptions in energy supply. As a director of emotions and experiences, light can not only energize and delight, but also irritate, discourage and disinform. Managing the power of lighting is an art that only professionals can manage.
A LIGHT THAT RUINS THE IMAGE
As a premium brand, you know that marketing alone is not enough to convince customers of the high quality of your products. The crucial point is a real attention to detail: both in terms of products and service, as well as the interior design of your store. The trained eye of a demanding customer will quickly notice any inaccuracies in these areas.
What could go wrong with store lighting? You can disappoint your customers if:
- The design of the lighting fixtures is visually mismatched with the store interior (the result of an inadequate, standard lighting design for a premium brand).
- The design of the entire installation is excessively visible and contradicts the premium character of the premises (we wrote more about this in the article "Brands use this method to emphasise their prestige. Do you know this method?")
- There are noticeable underexposed zones in the store, which make it difficult to see the quality of the products (this is usually the result of resigning from the service of setting lighting fixtures after stocking the store).
- Inappropriate light color, which distorts the quality and color of products and, consequently, makes the customer unsure of whether the product is what they are looking for. This factor also translates to an increase in the number of returns.
Lumiverso lighting designs: Sinsay / Hexeline / source: Lumiverso
THE LIGHT THAT DAMAGES THE EXPERIENCE
The impact on the premium image of your brand is not all that shop lighting can do (positively or negatively). It also affects, and perhaps even above all, the customer purchasing experience. The most common lighting errors that may directly or subconsciously discourage people from shopping in your store are:
- Incorrect positioning of the lighting fixtures, which results in a glare effect (which we wrote about in this text) and irritates customers.
- Old metal halide lamps that emit excessive heat in fitting rooms and make customers tired and impatient (if you haven't replaced them with LEDs yet, it's time to do so).
- Excessively sharp top light in fitting rooms, which instead of emphasizing the natural beauty of customers, emphasizes their flaws and causes discomfort.
These are just a few of the many examples of how the design and setting of lighting can have a huge impact on your image and shopping experience. Light is not only a complement to the interior design, but one of the key factors creating emotions and impressions on customers. Take care of them: contact a Lumiverso expert and use our knowledge to create the perfect (sales-effective) premises.