The end of the national lockdown is on the horizon. If our customers’ buzz is anything to go by, most of us are looking forward to April 12 almost as eagerly as we looked forward to Christmas! So let’s talk in-store lighting.
If you’re a retail business owner, you’re probably run off your feet getting your shop ready for the big day. We certainly know that we are!
But, while you’re dusting off the shelves and making double-sure that the layout of your premises is bright and welcoming but still COVID-safe, have you stopped to consider what an important part in-store lighting will play in making your relaunch a success?
When it comes to creating perfect interior lighting for shops, offices, schools, churches, and other public and private buildings, there’s nothing that Oliver Lamps’ expert in-house technical team doesn’t know. So, if you’re a shop owner who wants to use your in-store lighting to your best advantage, here are a few tips and tricks to think about…
Don’t be afraid to be up-front!
Your shop front is your calling card. Make sure it’s working for you 24/7. Even when your shop is closed, prospective customers will still be walking or driving past and glancing inside, so you should never miss an opportunity to turn their heads whenever possible.
For example, even though our shop at 26/28 Oak Street, Fakenham, has been closed since the lockdown started, we’re regularly taking calls from people who see a product they like in our window and want to know if they can order it online. Quick answer: Of course they can! Even if an item’s not currently in stock (or you’ve seen it somewhere else entirely), we’ll always do our very best to source it for you.
Think carefully about how your shop window is displayed.
Use track lighting, spotlights and pendants to highlight products and encourage people to come inside, and keep at least some of those lights on after you’re closed at the end of the day. LED lights are perfect for this because they’re low-energy, so they won’t run up your electricity bill, and they don’t burn hot even when they’re used over an extended period, so you can have peace of mind that your lights will stay on, but your empty shop will stay safe.
Don’t clutter up the front window, though. The temptation is to fill it up with all the best-looking products, but less is always more when it comes to shop-front design. It also helps if passers-by can see beyond the products and into the shop to get a tantalising glimpse at the other goodies you’ve got in there. In-store lighting will help you achieve that.
Get the right ambience for the right products.
When we think about ‘ambience’, we’re usually thinking about the comfortable, inviting atmosphere we want to create inside our own home. We don’t usually think of ambience when we’re walking around a shop, looking for something to buy.
But creating ambience in a retail space, especially if you’re selling products like furnishings and homeware, is extremely important. After all, you want your customers to be able to look at the items and imagine how perfectly they’d fit in their own homes. At the very least, you’ll want all your items to be visible and your shop to be a place your customers will want to spend time inside, feeling relaxed and looking around.
Think carefully about your in-store lighting temperatures and colours. Cooler colours (up to 6000K) give a sense of space and airiness. They tend to appeal to younger customers. Warmer colours (between 2700K to 3000K) are cosier and more inviting and tend to attract an older, upmarket clientele. As far as CRI (Colour Rendering Index) is concerned, white is excellent for displaying fabrics, clothing and accessories, and red (rendered very carefully) is popular with all kinds of retailers, including butchers, bakers and fashion stores. Always ensure that the lighting you choose works well with the products you want to sell.
Remember, if you want to create the illusion of ‘natural’ light (in a changing room, for example), high-quality downlights with a high CRI will let customers see the clothes’ true colours much better.
Use a lighting system that can be easily adjusted whenever you want to change your shop’s layout. Suspended track lighting is excellent for that because you can place it anywhere, and it’s simple to install.
Consider how you’re going to mix ambient lighting with accent lighting. The ambient lights should always be subtle enough to keep everything in view, whereas the accent lights should highlight the products you especially want customers to notice. This is sometimes called ‘hot lighting’ or ‘lighting hierarchy’ because it focuses your customer’s attention on the key merchandise without overwhelming their senses.
LED tape is perfect for creating integrated lighting on shelving. According to research, customers pick up twice as many items from shelves with integrated lighting than those without.
Use LED linear lighting to lead your customers around the store.
LED linear lighting is a continuous, uninterrupted strip of light that illuminates the aisles and encourages your customers to move comfortably from the front to the back of the shop without missing anything. It’s much more effective than old-fashioned fluorescent strips because fluoro tubes have to start and stop and are prone to uncomfortable buzz and flicker. LED linear lighting is much more practical and effective because it can be linked seamlessly together, suspended from the ceiling or recessed, and is effortlessly controllable. Like all LED, it is more cost-effective and has a much longer lifespan too.
If you’re a commercial business owner who’s looking for a bespoke lighting solution to make your retail or office space even more inviting for customers and visitors, don’t forget our expert design and installation team is always here to help. Just give us a call on 01328 855028 or email [email protected] to find out more. In the meantime, we wish everyone a safe and successful April 12 reopening, and we’re looking forward to seeing you all inside our own store very soon!