Greenlite’s Lighting Doctor explains how LED lighting solutions can transform a department store

From the heady scents of the makeup floor, to the silky designer fabrics and the dazzling jewellery displays, the department store offers a magical shopping experience. With all our best-loved brands under one roof, it’s a place of indulgences and dreams, the ultimate pick ‘n’ mix of shops.

But to really enrich the customer experience, a department store needs to highlight the sheer range it offers. From high-end fashion, to glassware to electronics, every concession has a unique image and feel, which needs to be emphasised. And, as Greenlite’s Lighting Doctor says, what better way to do this than with great lighting. 

Here, the Lighting Doctor explains how harnessing the power of light can transform both concessions and the store itself…

• Lighting is a powerful marketing tool. A brilliantly illuminated space, with different zones, feels inviting. It encourages customers to linger and, ultimately, converts footfall to sales. Under the optimum lighting, fabric colours are true to life, jewellery sparkles and fresh food looks enticing.
• When it comes to concessions, a one-size-fits-all approach doesn’t do the merchandise justice. Each brand has its own identity, which the lighting and shop floor design need to reflect. Think of the designer concessions in Harrods or Harvey Nichols – they may be under the same roof, but as you step over each threshold, you could be entering a standalone boutique. Thanks to clever lighting and layouts, they each exude a unique atmosphere.
• To best showcase merchandise, an LED retail lighting scheme needs a three-tiered approach. Ambient lighting is your practical base layer, it illuminates the entire space. Accent lighting, such as spotlights, then creates atmosphere and a sense of theatre – it gives a concession its own identity, and draws attention to hero products. Task lighting is more specific, functioning on a practical level, such as at the check out.
• For max impact and contrast, consider using feature lighting. Striking pendants, lightboxes and neon-style LED lights all create a sense of drama.
• Today’s LEDS come in varying colour temperatures, ranging from ultra warm to cold. This makes them ideal for the varying demands of a department store. A cooler temperature is ideal on a jewellery concession, because it helps diamonds sparkle and silver shine. In contrast, fresh meat in the food hall appears more appetising under a warm white light, whilst fabrics look more vibrant.
• Bear in mind that colour temperature affects atmosphere too. Warm lighting is relaxing and inviting, making a space seem cosy. Cold lighting has a more functional feel, and makes a space seem bigger.
• LEDs have more practical advantages, too. They emit less heat than traditional incandescent or fluorescent bulbs, meaning shoppers are less likely to feel stifled and irritable. They also last up to 25 times longer than incandescent bulbs, which means vast cost savings.

With the latest clever lighting schemes, concessions have the power to assert their individual image and identity, engaging customers whilst creating standout. And good lighting design doesn’t just transform the retail space, it offers serious cost benefits into the bargain. To find out more, contact Greenlite.