It’s well-known that lighting affects customer experience and, consequently, boosts sales. By keeping up with trends and completing projects, we’ve gained expertise and built a knowledge base on all aspects of retail lighting. We offer tips and insights worth considering when deciding on lighting, and improved sales results will naturally follow. 

1. Lighting should support your brand story 

Your store's lighting system and setup should support your business and resonate with your customers. The approach to lighting will differ if you’re a luxury brand targeting an older demographic or in a niche that sells outdoor products geared toward younger customers. 

These two types of stores require different lighting strategies. In the first case, the light should be warm and sophisticated, creating a comfortable and inviting atmosphere that encourages customers to explore products. An energetic and active ambiance should be created in the latter, highlighting zones with seasonal or promotional items and encouraging interactivity and engagement aligned with the target audience. 

The common denominator in both cases is thoughtful planning, which utilizes knowledge, experience, and products to deliver the best possible result—ideal lighting for your retail space. 

2. Perfect lighting balance: create an atmosphere that attracts and inspires customers  

The right mix of general lighting and accent lights for highlighting details will create a dynamic environment that encourages customers to shop. Balance is critical: uniform light can be dull, and poorly positioned accent lights may create confusion. 

By creating different layers and types of lighting, you can achieve a balance that engages customers without overwhelming the space. General lighting provides stability, while strategically placed accents highlight products, generating interest and motivating purchases. Thus, directed and thoughtfully applied lighting contributes to a more pleasant shopping experience, increasing sales potential and strengthening the brand image.

3. Choose the right light color for your brand and displayed products 

The color temperature of the light should align with your brand philosophy. Warm white light is associated with traditional, luxurious, and elegant spaces, while cooler colors are linked to innovative, modern concepts. 

Lighting also significantly impacts how your space and displayed products are perceived. Some metals, such as silver or steel, look better under cool lighting, while gold tones appear best under warm lighting. Bread should be displayed under warm tones, while fish benefits from cool lighting. 

4. Use high-CRI lighting fixtures to highlight your products 

The CRI value (Color Rendering Index) refers to the accuracy of color representation and ranges from 1 to 100. Values above 90 CRI are considered excellent, with natural light being the only light with a perfect CRI. The higher a lighting fixture’s CRI, the closer it is to natural light and, thus, the higher its quality. Lower-quality lighting solutions often have a blue spectrum that can damage human eyes. 

In retail lighting design, a high CRI ensures the best possible product display: products appear more attractive, making it easier for customers to make purchase decisions. 

5. Use lighting to guide customer flow through the space 

Improper customer flow can create confusion and decrease sales. Clear signs are one way to guide shoppers through the store, but good lighting is essential in helping customers understand the layout. Light guides them by marking store zones and highlighting product types, signs, and graphics in the space. 

An effective shift in lighting ambiance can distinctly differentiate various store zones. Emphasizing the right elements or products with lighting creates a unique customer experience and acts as a direct prompt to purchase. 

Think about lighting and use it to your sales advantage!  

Contact us for advice and design; our expertise and product range will enhance your space and your results.