The retail industry has faced one of its most challenging periods in history. Online shopping had already taken a massive bite from the brick-and-mortar shopping experience. Malls and shopping outlets were struggling.
Then, the COVID-19 pandemic struck, and people became more dependent on their screens than ever before.
More than 8,300 stores closed in 2020 alone, including many iconic brands and chains.
Smart retailers realized that the omnichannel (combination of digital and physical) shopping experience is here to stay. BOPIS (buy-online-pick-up-in-store) and curbside experiences are commonplace.
What is “Better Lighting?”
Retailers often take for granted the illumination surrounding their stores, not to mention how they use lighting indoors to improve the shopping experience and create a better work environment for employees. Make business owners and consumers more aware of green design and building benefits.
Start Outside Your Door
The retail experience begins with the parking lot or structure. When people opt to shop in the physical world (instead of online), they must feel safe. Additionally, clear and easy-to-spot signage directs them to entrances and exits.
Retailers spend a small fortune on lighting parking facilities. The right lighting not only makes the initial impression more pleasant, but it can also save retailers thousands of dollars each year in maintenance fees and downtime.
Whether your store is in a massive mall or a small town on Main Street, USA, you want your signage to be well-lit, so customers and prospects can easily find your storefront.
If you’re offering curbside pick-up, make sure people know exactly where to stand, walk, and drive. COVID-19 has had a considerable impact on directional and informational signage, and some brands have even had fun with messaging.
Find out how one Florida shopping plaza is saving $17,000 per year and reducing energy costs by 70%.
Window Shopping Takes on a Whole New Meaning
People walking or driving past your retail location may be en route to something else. How do you stop them in their tracks and compel them to come inside?
Especially in our highly-competitive and clutter-filled marketing world, making a “wow” impression on shoppers is more important than ever before. What you put in your windows and how you light it can make a huge difference. Digital displays can be changed regularly and save printing expenses. They are also environmentally sound.
Big brands have long been creative with their window displays, especially during the holiday season. Here are just a few of the ways department stores use their storefronts to create a powerful impression.
Even mom-and-pop retailers can amp-up their retail displays, attracting more attention. Engage your team in merchandising ideas. Above all, be sure to have the right commercial lighting for your presentations. If people can’t see them, they won’t enter your store.
Highlight Hot Products
People generally have an idea of what they’re looking for when they enter a retail store. But you can increase your average sale by showcasing and spotlighting (literally) the categories and items you want to move.
One study showed a 12 percent increase in sales as a result of lighting enhancements.
The ambiance of your retail store can also have an impact on the mood of your shoppers. That ambiance is a direct result of your choice of lighting decor and systems.
Shine the Right Light on Your Team
Employee turnover, productivity, and attitude all have an impact on sales. Lighting at check-out stations, in break rooms, and in lunch areas all affect how your valued team members work.
If salespeople can’t see prices and receipts, they are more likely to make mistakes. Plus, outdated fluorescent lighting has a direct impact on both physical and mental health. Installing the right lighting systems can, ultimately, improve service quality and reduce absenteeism.
The Role of LED Lighting in Effective Retail Merchandising
About 40 percent of businesses have yet to make the change to LED lighting. That represents a massive opportunity for retailers who are still working with outdated lighting systems. LED lights are:
- Less expensive to use, saving you significant operations cost.
- Highly flexible and varied. You can create just the right ambiance throughout all areas of your retail store.
- Easy to maintain. Because bulbs last longer, you don’t have to worry about maintenance workers on ladders during peak shopping periods.
- Environmentally friendly. More than ever before, consumers are choosing to do business with companies that care about the environment.
Making the switch to LED lighting doesn’t need to be expensive. Companies like FES will pay for 100 percent of the installation and maintenance cost (including bulbs) as part of a reasonable monthly fee. That enables you to have more control over cash flow.
A switch to the right lighting can improve both sales AND your bottom line.
If you're responsible for the financial livelihood of a restaurant, hotel or retail property, you'll want to read this eBook to learn creative steps you can take to save your business.