RETAIL STORE CASE STUDY

Aniruddh Jain 10110006

Lighting @ Cost

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

An incandescent light fixture works by heating up a tungsten filament in a glassbulb. 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 relativelyenergy 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

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 themuseful 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

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 shouldcontinue 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?

Academic Growth

Cuttle and Brandston partly changed the old lighting, existing out of filamentspotlights, of two furniture stores into a more energy-efficient solution. Thegeneral strategy was to provide ambient lighting by applying indirect lightwith the use of fluorescent lamps. Halogen lamps were used for accentlighting.

A third aspect regarding light in retail environmentscomes from an environmental psychology based model (Mehrabian & Russell,1974), which proved that emotions, evoked by shop environments, are relatedto consumer behaviour, and one step further, to buying behaviour. ButMehrabian and Russell only make assumptions specifically about the lightingand remain very vague about its possible influence on emotions andconsumer behaviour.

Changes and Researches

The impact oflighting was measured via consumer opinions and merchandise sales. Aquestionnaire was used among consumers, one before the lightingmodifications and one after the lighting modifications. The questions handledspecifically about lighting and the influence it had on the perception of thespace. The results show that consumers considered the new lighting as makingthe store look brighter, more comfortable and more pleasing to the eye.

Changes and Researches

Shop size vs Lighting

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

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 wantto create.

Small, High-End Retailers – It’s All About the Accent Lighting

(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

(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

(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 warmwhite light colours.

Design Guidelines

(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 lightingand vertical lighting. The latest Tunable White LED luminaire technology makes it possible toobtain colour temperature changes using control systems, and deserves special considerationin this respect.

Design Guidelines

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

Design Guidelines

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

Design Guidelines

(7) Eyetrackingstudies at Douglas and SPAR proved that the lower levels of shelves inparticular go relatively unnoticed. Targeted accent lighting or dynamic lighting in the lower thirdof shelves results in customers lingering longer and may possibly boost sales. Shelfintegrated

Design Guidelines

(8) The way that light is directed onto shelves is also crucial: wideareabacklighting of shelvesproduces a more attractive effect than accent lighting only. A combination of backlighting andaccent lighting makes identification of merchandise easier and makes the presented goods lookmore attractive.

Design Guidelines