It is no secret that the layout of a supermarket influences purchasing decisions. Where products are placed often (unconsciously) determines what lands in a shopping cart. The icing on the cake? Combining this with the right lighting. As different food products present specific requirements, and LEDs provide more options than ever before, we asked André Schweinsberg, Vertical Application Manager Shop EU at LEDVANCE, to walk us through a store.
The right light welcomes a customer from a distance. “Light should direct and guide a shopper through a store. Perfectly staged sales areas can then increase buying pleasure and sales success,” explains Schweinsberg. “Good lighting means a customer will stay in a shop longer and potentially purchase more.”
“Today, LEDs offer more sophisticated possibilities,” he says. “These include dark and bright contrasts that create a more interesting and dynamic environment.” What is crucial is that visual attention is always directed towards the goods. Vertical direct lighting from shelving, that points light exactly where it is needed, is a good option.
“LEDs can play an essential role here,” says Schweinsberg. The technology is particularly advantageous for meat products, but also for other UV-sensitive products. As LEDs only produce very low IR and UV radiation, they can spare food and packaging materials.
Customers tend to judge the freshness and quality of the products they are buying according to their color. “That's why lighting solutions with very good color reproduction are needed,” emphasizes Schweinsberg.
Through the use of light colors specifically adapted to the product group, fresh products such as fruit, vegetables, bread, cheese and meat can be optimally presented. “Color emphasizes the quality of the products and makes them particularly attractive to customers.”
As well as boosting sales, the right lighting can also save money. “After fridges and freezers, lighting is the second biggest financial outgoing for supermarkets,” says Schweinsberg, “cutting these costs means big savings. LEDs not only mean reduced energy consumption, but also fewer maintenance costs.”
Schweinsberg strongly believes that lighting is one of the most important parts of any store design. “Lighting should be an integral part of a shop concept, and form part of the planning right from the outset,” he explains. And as possibilities increase and competitors get more creative – now is the time to add new items to your shopping cart.
