While spatial planning is widely recognized as a key tool in shaping consumer behavior in brick-and-mortar environments, one crucial yet frequently overlooked aspect of retail design is lighting. As lighting designers and manufacturers, we at Juniper hold that lighting is often the missing link in creating a hospitable retail experience that keeps consumers engaged in physical spaces.
Most retailers inherit spaces with standard recessed lighting and cooler temperature tones, largely due to building codes and budget constraints. As commercial real estate costs rise and ecommerce continues to challenge physical retail stores, it is increasingly important to invest in thoughtful custom lighting designs. Today we’ll explore why prioritizing tailored lighting schemes can directly impact sales and elevate the in-store experience.
Enhance Flexibility
Lighting flexibility has become exponentially critical in commercial spaces, as retailers face constant product rotations and shifting market demands. To adapt, dynamic lighting solutions are essential, enabling spaces to evolve with consumer needs. Thanks to advancements in technology and manufacturing, modular lighting systems are becoming more standard. Juniper’s Multiverse power distribution system offers non-fixed spot heads and an expanding library of fixtures that easily clip onto a track ribbon for greater versatility.
In parallel, smaller, flexible lighting options are surging in popularity among homeowners seeking more control in their living spaces. The growing demand for battery-operated or rechargeable lamps reflects a desire for portability and freedom from outlet constraints. For retailers working within tight showroom budgets, these adaptable lighting solutions are a simple yet impactful way to introduce ambient lighting, creating a more inviting and approachable atmosphere for customers. Rising consumer demand has fueled a surge in production, offering businesses a wider array of styles and options to expertly curate their displays.
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Support a Positive Retail Experience
By now, we all know that lighting directly impacts our moods. Bright, warm lighting is often used to create an inviting atmosphere, encouraging customers to linger and explore. While standard overhead lighting dominates most commercial spaces, there is significant value in designing lighting schemes that mimic the feel of a home, with the addition of horizontal, eye-level lighting.
Layered lighting not only creates a warmer, more comfortable ambiance but is also more flattering, as it eliminates the harsh shadows cast by overhead lights. This is particularly advantageous for retailers like clothing stores, eyewear shops and makeup brands, where it’s key to enhance how customers see themselves.
While warm, layered lighting promotes leisurely browsing and keeps consumers in-store longer, cooler-toned lighting schemes can trigger faster purchase decisions by evoking a sense of urgency. Cooler halogen lighting around 3000K, for instance, might be employed to drive impulse buys.
Another growing trend is human-centric lighting, which mimics natural daylight to positively impact consumers’ psychological and physiological well-being. With dynamic lighting systems that allow for dimming and a range of color temperatures, retailers can use these effects to enhance the shopping experience and boost sales.
Creating an environment where customers feel compelled to linger is the ultimate goal in retail design, and lighting plays a vital role in achieving this. Some brands are adopting interactive lighting solutions that transform the shopping experience into something more engaging and memorable. This playful and dynamic approach fosters a deeper connection between consumers and the brand, making their visits more enjoyable and encouraging them to spend more time in the store.
On the other hand, most retailers are opting for a more streamlined approach with architectural lighting designs. Commercial spaces often come with a cluttered overhead environment filled with emergency signage, HVAC systems and various overhead lighting fixtures that create visual noise. Integrated linear systems are emerging as a solution, offering subtle architectural lighting that allows products and the overall space to shine without the distraction of elaborate fixtures. This more systematic approach enhances the shopping experience by cultivating a cleaner, more elevated atmosphere.
Complement Brand Identity
Recognizing lighting’s power to evoke emotion and set moods, it’s also essential to consider how it reflects brand identity. Sleek, minimalist fixtures are well-suited to contemporary aesthetics, while a brand with vintage or classic influences may opt for warmer, nostalgic and more decorative lighting. Additionally, dim accent lighting can create a sense of luxury and exclusivity, as evidenced in some of the traditional designer showrooms in major cities.
Drive Purchase Decisions
Lighting plays a crucial role in driving purchase decisions in retail environments by enhancing product visibility and influencing customer behavior. Thoughtful use of task or accent lighting can highlight key merchandise, drawing attention to specific items and subtly, yet strategically, guiding foot traffic to specific areas of the store. Retailers are increasingly using accent lighting to create focal points, crafting a visual narrative that not only emphasizes particular products but also directs consumers through spaces in a purposeful way.
Well-lit displays can make products appear more attractive, helping to capture customer interest and encouraging exploration. By strategically placing spotlights on promotions or high-priority merchandise, retailers can guide customers’ focus and gently influence their purchase decisions. Effective lighting also helps shape movement patterns within the store, with illuminated pathways and entry points inviting customers to explore further, while darker areas may deter traffic.
In areas like fitting rooms, soft, flattering lighting can enhance self-perception, making shoppers more likely to make a purchase. Similarly, brighter lighting in sale sections or impulse-buy zones can create a sense of urgency, boosting sales by drawing attention to discounted items and encouraging quick decision-making.
In an increasingly competitive retail landscape, strategic investment in tailored lighting design is a necessity. As retailers seek to create engaging environments that encourage decision-making and foster emotional connections, embracing innovative lighting strategies will continue to play a pivotal role in shaping the future of retail. By prioritizing thoughtful lighting design, brands can not only illuminate their products but also brighten their overall customer experience, ultimately leading to increased engagement and sales.
Tom Simon is Design & Product Development Director for Juniper. With over a decade of experience in the lighting industry and a broad background in sculpture, architecture and manufacturing, Simon is passionate about the convergence of aesthetics, function, materiality and modularity in lighting and the built environment. He holds a BS in Studio Art from the University of Wisconsin-Madison, an MFA in Sculpture from Virginia Commonwealth University, an MPS in Lighting Design from the New York School of Lighting Design and is Lighting Certified by the NCQLP. At Juniper, Simon oversees the process of conceptualizing, developing and launching new architectural lighting products that elevate the visual form, performance and energy efficiency of projects across commercial, hospitality and residential settings, collaborating with designers and engineers to deliver products that meet the highest standards of quality, functionality and customer satisfaction.
