(1) The document discusses different lighting options and strategies for retail stores, including incandescent, fluorescent, and LED lighting. It provides details on the benefits and drawbacks of each type. (2) Small stores should focus on accent lighting to draw attention to products, while big box stores need bright, uniform lighting to help customers easily navigate large spaces. (3) Additional guidelines are presented for retail lighting design, including using high-contrast accent lighting, diffuse ambient lighting, different color temperatures for general and accent lighting, and dynamic lighting that considers customer demographics and time of day.

1. RETAIL STORE CASE STUDY
Aniruddh Jain 10110006

2. Lighting @ Cost

3. It’s important to find the
right fixture
for a job as this both
improves your store’s
atmosphere and reduces
your energy bills.

4. An incandescent light fixture works by heating up a tungsten filament in a glass
bulb. As the filament heats up, the light fixture shines off a bright, clear light.
Incandescent light fixtures are useful for drawing attention to a certain product or
section in your store
There is a wide selection fixtures with different colors and brightness so you can
better personalize your store setting with incandescent lights.
The downside of incandescent fixtures is that they are relatively
energy draining.
They also occasionally burn out so you’ll need to spend more resources on
replacement and maintenance
Incandescent Retail Store Lighting –
Bright but Costly

5. If you want the brightness of incandescent lighting at a lower energy cost,
fluorescent light fixtures are the way to go
These light fixtures are long tubes that contain mercury gas and phosphor powder
on the coating. When electricity is shot through the fixtures, the mercury gas gets
excited and emits ultra-violet light, which turns into white light when it goes through
the phosphor.
Since these light fixtures emit less heat, they waste less energy. This makes them
useful for general lighting around the store because they are bright and more
efficient.
The downside of fluorescent light fixtures is that they are bigger and more
expensive to install.
Fluorescent Light Fixtures – Energy
Efficient Lighting

6. When electricity goes through this semiconductor, the semiconductor’s electrons
start moving around quickly which releases light.
They are also smaller and easier to place than fluorescent light fixtures. In addition,
you can get LED light fixtures in a variety of colors.
First of all, they are more expensive to buy than other options. However, as
semiconductors get less expensive, the price of LED light fixtures should
continue to fall.
Another disadvantage of LED light fixtures is that they’ve only been around for a
few years. Not enough performance data.
LED Lighting for Retail Stores – The
Lighting of the Future?

7. Academic Growth

9. Cuttle and Brandston partly changed the old lighting, existing out of filament
spotlights, of two furniture stores into a more energy-efficient solution. The
general strategy was to provide ambient lighting by applying indirect light
with the use of fluorescent lamps. Halogen lamps were used for accent
lighting.
A third aspect regarding light in retail environments
comes from an environmental psychology based model (Mehrabian & Russell,
1974), which proved that emotions, evoked by shop environments, are related
to consumer behaviour, and one step further, to buying behaviour. But
Mehrabian and Russell only make assumptions specifically about the lighting
and remain very vague about its possible influence on emotions and
consumer behaviour.
Changes and Researches

10. The impact of
lighting was measured via consumer opinions and merchandise sales. A
questionnaire was used among consumers, one before the lighting
modifications and one after the lighting modifications. The questions handled
specifically about lighting and the influence it had on the perception of the
space. The results show that consumers considered the new lighting as making
the store look brighter, more comfortable and more pleasing to the eye.
Changes and Researches

11. Shop size vs Lighting

14. Since these stores offer very minimal sales assistance, the store lighting needs to
very clear so customers can look around. Basically, you want the store lighting to
be bright. This will make it easy for customers to come in, see merchandise, and
find the cashier.
How do you get this effect? First of all, it depends on your set up. High bay designs
should use T5 and T8 fluorescent systems at high illumination. Medium and low bay
designs should use recessed fluorescent lensed or parabolic louvered troffers as
these fixtures will reduce glare. Planning to set up some daylight harvesting is also
a good way to keep your store bright and lower your energy costs.
Big Retail Stores – Keep Your Lighting
Solutions Simple

15. The accent lighting should mostly use a brightness ratio somewhere between 10:1
and 20:1, although a ratio as high as 5:1 can be appropriate in some situations.
Halogen IR or standard PAR and MR16 light fixtures are commonly used for both
general and accent lighting. In these stores though, you see a variety of specialized
designs so the best type of fixtures for your store depends on the image you want
to create.
Small, High-End Retailers – It’s All About
the Accent Lighting

16. (1) Instead of increasing brightness in shops, and therefore also energy
consumption, it is advisable to design retail lighting that is always high contrast,
makes perception easier and heightens levels of attention. Pinpoint accent lighting
that stands out positively from the surrounding homogeneous ambient lighting is a
suitable way of creating contrasts.
Design Guidelines

17. (2) Diffuse general lighting ensures a subjective sense of wellbeing. Vertical
illuminance makes orientation easier in a room. The easier it is for customers to find
their way around, the more likely they are to walk around a shop. Efforts must
therefore be made to use vertical lighting to delimit the periphery of a space. At the
same time, detailed accent lighting must be used to improve the perception and
attractiveness of the goods displayed.
Design Guidelines

18. (3) Colours convey emotions and influence the acceptability of a space. The study
results showed that cool colour temperatures such as cool white make areas
appear more spacious whereas warm colour temperatures create an impression of
smallness and familiarity. Intermediate white light extends the amount of time
customers spend in a shop and improves their sense of wellbeing,
and should therefore be used for general lighting. Anyone who prefers a shop
atmosphere that makes customers feel safe and secure should opt for warm
white light colours.
Design Guidelines

19. (4) There is a preference for various different light colours within a single lighting
concept.
Different colour temperatures should therefore be consciously deployed across
general lighting
and vertical lighting. The latest Tunable White LED luminaire technology makes it
possible to
obtain colour temperature changes using control systems, and deserves special
consideration
in this respect.
Design Guidelines

20. (5) There are differences in perception depending on gender, age and groups of
buyers: men
take in a broad overview of a retail space, for example, whereas women look at
details. It is
therefore important to adapt the direction of light, light colour and lighting intensity
dynamically
over the course of the day to make sure it is appropriate to the target group’s
behaviour.
Design Guidelines

21. (6) Shop windows are often the customer’s first point of contact with a shop: accent
lighting on
merchandise in addition to daylight is preferred here. This also involves using
pinpoint
accenting to emphasise perceived contrasts. In the evening and when there is little
daylight,
even low illuminance levels are sufficient to attract the curiosity of passersby
with widearea,
subtly changing ambient lighting.
Design Guidelines

22. (7) Eyetracking
studies at Douglas and SPAR proved that the lower levels of shelves in
particular go relatively unnoticed. Targeted accent lighting or dynamic lighting in the
lower third
of shelves results in customers lingering longer and may possibly boost sales.
Shelfintegrated
Design Guidelines

23. (8) The way that light is directed onto shelves is also crucial: widearea
backlighting of shelves
produces a more attractive effect than accent lighting only. A combination of
backlighting and
accent lighting makes identification of merchandise easier and makes the
presented goods look
more attractive.
Design Guidelines