Introduction to Retail Lighting

The retail environment has changed dramatically in the past 20 years. Since 90% of purchasing decisions are made at the point of sale, many retail stores have begun providing themed environments and a theatrical experience to excite customers and entice them purchase their products. In regard to lighting, we’ve seen many changes as well. Daylighting has been shown to provide a highly satisfying visual environment that can support retail sales; store owners are more aware of lighting cost per sale and therefore are seeking energy savings through new technology; and new solutions such as T5 and ceramic metal halide lamps are available and growing in use.

Lighting should be considered a sales tool in retail environments. It can be used to entice customers into the store, lead them through merchandise areas, call attention to specific merchandise, and draw customers through the transaction process—all the while conveying specific moods or enhancing merchandising themes. Effective use of light can dramatically enhance the performance of most retail environments.

Merchandising areas can be dynamic lighting environments in which key items may be moved frequently. In these areas, it is critical to think of light in three dimensions since the task may range from horizontal merchandise tables to vertical display walls, and even to making customers appear flattering in fitting rooms. Light quality requirements that must be considered involve color quality, distribution and glare control.

Most retail environments are lighted using either a static or kinetic approach. In a static lighting system, the fixtures are fixed in position to provide either uniform general pattern illumination or lighting that follows the merchandising layout. In a kinetic lighting system, general lighting is supplemented by fixtures that can be moved and aimed to flexibly support changing merchandising goals. The merchandise strategy generally determines which lighting system is more appropriate. In both cases, additional supplementary lighting may be required for specific task spaces such as point-of-sale areas. In addition, specialty lighting may be employed in themed environments.

In all cases, the lighting should help communicate the merchandising strategy. From the outside and inside, customers perceive the merchandise and say, “This store is for me.” Lighting can help communicate the type of customers targeted by the store, the quality of the products inside, the price point and the type of service they can expect.

Introduction to Retail Lighting

Design Factors and Retail Space Types

One function of retail lighting is attracting the eye to the product being sold. The jewelry store pictured above is Turgeon Raine, an award-winning lighting design in Seattle, WA..