Mar 15, 2017: LED lighting is penetrating almost all possible application areas. Now it is being used to judge the behavior of customers in impacting sales of a retail store.
In a pilot project, Philips Lighting along with German Research Center for Artificial Intellifence DFKI and EIT Digital have studied the impact of different coloured lighting on customer behaviour and how it impacts the sales of a retail store. The experiment was conducted at the German grocery retailer Globus supermarket.
For almost two months, the researchers tested different lighting conditions at the supermarket’s promotional display area which is equipped with Philips StoreWise and LED lighting. Three types of settings were tested—the overhead lighting, regular spotlights and a combination of spotlights with pastel coloured lights.
By increasing the contrast of the spotlights, and adding coloured uplighting, it was possible to enhance the appearance of products. It also helped to make the promotional area more brighter and visible from far away, playing to the moods of the shoppers.
In this lighting system, each light point could be independently controlled with the help of Philips StoreWise web app. The app could also individually adjust for colour, brightness and saturation of each light. Sensors were used in the ceiling and in the 300 shopping trolleys to record the number of visitors and the time they spent within the promotional zone. The data thus collected was analysed against the sales figures, and the number of products bought from within this specially-lit area.
Findings of the study
The study showed that the most effective combination of lighting for wooing the shoppers was the spotlights along with pastel coloured uplights that resulted in a 6% increase in sales of products from the well-lit promotional area. The same combination of coloured lights helped to attract the customers to the promotional area and increased their visits by 15%, compared to the standard lighting in the store. When the traditional lighting was replaced by LED spotlights, 7% more customers visited the area.