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Point of Purchase, Sign, and Exhibit - Knowledge Base

Research on Lighting, POP, and Increased Product Sales at Retail

Research Shows Lighting is a Retail Moneymaker
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New tests yield important data on how lighting boosts sales

The lighting industry has for years propounded the theory that applied lighting techniques can increase sales. But most often, go or no-go decisions about lighting depend on the client’s gut feelings rather than documentation of its benefits.

Professionally implemented research was done to substantiate claims about the positive aspects of lighting as an inexpensive, effective, retail attention-getter and sales stimulator.

The methodology centered on one storefront end-cap in two separate mall stores. Each end-cap displayed the same products and was visible from the shopping center walkways. Three undershelf lighting fixtures per end-cap were installed for the two-day test. Ambient ceiling lighting was kept on, and at the same level for the test as was normal for the space.

Researchers positioned continuously running video cameras on the area around the end-caps, operating for two days, Thursday and Friday, between 11 a.m. and 8 p.m., at each site; one day with the lighting on, one day with the lighting off.

Professionals reviewed the footage and reported their observations. They noted the actions of all 13,657 mall visitors (children excluded) who passed in front of the store and how they reacted to the illuminated end caps that were placed approximately 8 ft. inside the store.

When customers enter a store, they usually require a moment or two to adjust to their new surroundings. Typically, this short adjustment period renders shoppers less attentive to marketing and merchandising within the first 10 to 15 ft. of the store.

Investigation revealed that by accenting products with illumination within this difficult selling space, customers paid more attention to the display and engaged in purchase-oriented behaviors more often.

Bottom line, twice as much product was sold from the end-caps in the two days with the illumination on then in a comparable period without the additional luminaries in place.

Other highlights of the study include:

Glance influence—When the end-cap was illuminated, 9.5 percent more of passing shoppers turned their heads to glance into the storefront than when it was not. When the end-cap displays were illuminated, 21.6 percent of customers glanced into the storefront as compared to 12.1 percent when the lights were off. In relative terms, this is a 78.5 percent increase in glancing behavior.

Mall shopper conversion—The illuminated end-cap display was nearly twice as effective in converting passing shoppers into store customers. When the display illumination was on, an average of 3.7 percent of passing mall traffic was attracted into the stores. When the illumination was off, an average of only 2.1 percent entered the stores.

POP eye-contact—More shoppers looked at the display. Of all mall shoppers who entered the storefront area, 34.4 percent of entering shoppers made direct eye contact with the illuminated display as they passed through the storefront compared to 19.5 percent when the display was not illuminated.

Shopper stopping power—The illuminated displays stopped nearly twice the store traffic. As many as 4.6 percent of store customers actively browsed the illuminated end-cap display compared to 2.6 percent of customers when the illumination was off.

Impact on purchasing behavior—The illuminated displays converted more than twice as many browsers to buyers. Of all store customers who stopped at the end— cap displays to browse merchandise, 33.3 percent made a purchase when the lighting was on compared to 14.3 percent when the lighting was off.

Those impressive results should encouraged retailers to make lighting a primary focus in their future store designs. Every retailer has pressure to increase their sales per sq. ft. and make the selling environment more productive. They have to make sure they have the best options open to them for both performance and cost-effectiveness. This study has provided valuable facts for implementing lighting strategies for the future retrofitting of end-caps and other promotional areas in retail environments in stores in the United States and Canada.

This research study just begins to show the added advantages to good lighting in store design. Lighting not only makes the product look good, it encourages impressive sales. We know that lighting has an automatic impact on perception. We have seen that people have a natural tendency to gravitate toward illuminated areas and objects.

Shopper’s eyes naturally go to the brightest area in their field of view. Retailers can take advantage of situations like this within their stores, of any size. Through continuing research, retailers can unlock the hidden values of lighting and make the best-informed choices among the best options open to them.

The results of this study reveal that a store’s lighting needs careful consideration and should not be overlooked by store designers and retailers. As POP light fixture supplier, we have always believed a properly designed and implemented lighting system is an inexpensive and effective way to improve retail sales. Now we have the numbers derived from the research that demonstrate the truth behind the theory.

A well designed and implemented POP lighting system encompasses:

    1. Knowledge of the application.
    2. Architectural look of the finished space.
    3. Light levels required.
    4. Quality of light delivered.
    5. Product quality.
    6. Cost of in store installation.
    7. Cost of in store maintenance.
    8. Power consumption.
    9. Environmental impact.
    10. Expandability.
    11. Compatibility with other products.
    12. On time and on budget performance.
    13. Warrantee service.
    14. Owning and operating cost.
    15. Product cost.

The message we want to communicate to the industry is this: focus on lighting as a selling tool, a moneymaker and not as an expense. Feature lighting on store fixtures will increase sales.

Crownlite Mfg. Corp. Is a designer and prime manufacturer of general building and POP, display, sign, and exhibit lighting systems and related equipment. We have, over the past 60 years, designed and manufacture lighting systems for major retailers such as: Walmart, Target, Toys R Us, K-Mart, Microsoft, Hunter Douglas, Home Depot, Lowes, Border's, Luxottica, and many others.

At your next client presentation, separate yourself from the competition and maximize the value you bring to your customers. Partner up with the Crownlite point of purchase, display, exhibit, and sign lighting team.


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