Getting the lighting in a retail outlet right is pivotal to that store’s success. Richard Shepherd explains.

Smart retailers understand that lighting is one of the key factors in creating the ideal in-store experience. Lighting also significantly impacts a store’s operational sustainability in terms of energy use and carbon emissions.

However, when it comes to retail lighting fitouts, it is important for electrical contractors to understand that for retailers, lighting needs are a question of light rather than of lighting. This means, striking a balance between creating ambience and promoting a positive in-store experience that will drive traffic to the till, as well as reducing energy consumption and costs.

Driving change
There are two universal concerns for retailers where changes to lighting can add value: brand experience and energy costs.

With online shopping challenging the way consumers shop, retailers are acutely aware that the in-store shopping experience is increasingly important and that this experience is largely impacted by lighting. When used effectively, the combination of ambient and accent lighting will enhance the merchandise, the brand, the shopping experience and ultimately the bottom line. In fact, property owners and managers such as Westfield Group incorporate a specific lighting requirement in their tenant agreements to ensure a consistent shopping experience throughout their properties.

But while the emphasis of the in-store experience grows in importance, retailers are facing increasing costs as energy prices soar – driving the switch to energy efficient lighting. While retrofitting with LED may dramatically reduce energy consumption by up to 80% and reduce operating costs, a complete switch to LED may not deliver the ideal lighting environment for the shopper which can translate into an opportunity cost as sales are potentially lost.

Switching emphasis
With cost front of mind, a typical retail lighting brief is increasingly about replacing existing light points with a more energy efficient system that is easy to use and maintain. However, for most retailers, energy efficiency is secondary to enhancing the in-store experience.

Savvy electrical contractors recognise this paradox and are taking a more consultative approach to retail fitouts; starting the process by understanding what currently works and what doesn’t, the purpose of the lighting solution, static versus dynamic lighting requirements and understanding the typical customer journey in-store. For example, about 50% of a retail space is static, generally around tills and changing rooms. That means the other half is dynamic space the retailer can use to display products, versatility is the key as modularity allows the retailer to better communicate the highlights within the store effectively.

This ‘solution’ rather than ‘product’ driven approach to lighting, is driving an increase in the number of electrical contractors partnering with manufacturers such as Philips to deliver tailored retail lighting solutions.

What this shift has also shown, perhaps surprisingly, is that delivering a tailored lighting solution is not necessarily more costly for the retailer than taking a blanket retrofit approach to the space.

The evolution of retail lighting technology
While much of the focus for retail is currently on the rapidly evolving LED lighting technologies, many retail fitouts continue to feature a combination of conventional technologies and LED in order to achieve the best lighting result. There is no rule when it comes to the right light source to use. Designing the right solution is an art, not a science. Every space is different and the requirements of each retailer are also unique.

However, once the solution is agreed, it is important is to compare like for like when making product recommendations. This is where science plays an important part in achieving the right result. There are a number of LED-only, non-traditional lamp suppliers entering the LED market so factor optics, heat management, enclosures, quality of light and control gear into your decision making.

Achieving balance
A decade ago retail spaces were characterised by simplistic and uniform lighting. Supermarkets were among the worst offenders when it came to creating bright, relatively unwelcoming environments. Things have changed. When choosing a lighting solution for its new flagship store in Cammeray, aboutlife set about striking a balance between creating a dynamic, inviting and engaging retail environment, while supporting the company’s strong green credentials.

To achieve this balance for the combined supermarket and café space, Philips incorporated a combination of conventional and LED lighting, allowing for a 50-50 mix of static and dynamic lighting fixtures for flexibility and adaptability and adjustability via lighting controls

Of vital importance to aboutlife, was utilising lighting to facilitate the customer journey in-store; to guide the customer from the dry goods aisles through to the fresh produce section and on to the café and takeaway coffee area.

Corridors of light are created in the aisles through the use of linear fluorescent lighting (neutral white). The suspended design means that in addition to the broad aisle lighting that accentuates product at eye level, incidental up-lighting from the fixture highlights the industrial features of the space.

Utilising low cost light sources for the aisles also meant there was sufficient budget for investing in high quality adjustable LED lighting in the produce section. The choice of warm LEDs throughout the fresh produce section not only enhances colour rendition and highlights texture, but takes into account the heat and light sensitivity (infrared and ultraviolet light rays) of the merchandise; preventing fruits and vegetables from degrading prematurely, processed meats from turning grey and cheese from sweating. Essentially, minimising stock loss.

What’s more, because LED luminaires generate less heat than conventional lamps, the energy required for closed-system cooling is significantly reduced, in turn lowering air conditioning and refrigeration costs.

So whilst initial fixture costs are higher with LED than for traditional light sources, the total cost of owning, operating and maintaining LED Lighting is less, particularly when used in partnership with a lighting control system.

Key considerations
Electrical contractors who understand the needs of retailers stand to benefit most in this challenging economic climate. Here are some top tips to ensure your lighting solutions are versatile, adaptable, dynamic and controllable, which will dramatically increase client satisfaction.
•    Take a consultative approach to your retail lighting customers. A tailored lighting solution does not necessarily mean a more expensive solution.
•    Lighting design has an enormous part to play in retail spaces. Aim to satisfy a ‘light’ requirement rather than a ‘lighting’ requirement.
•    The lighting solution identified should be fit for purpose. That is, unique for each space.
•    LEDs are not always the answer – most retail spaces benefit from a mix of traditional and LED lighting.
•    Combine static and dynamic lighting choices to ensure a future proof lighting solution that is dynamic, versatile, adaptable and controllable.
•    Account for both natural light and manufactured light in your design.
•    Engage with a lighting professional – If you don’t have the expertise, partner with a reputable lighting company or lighting designer to develop your lighting environment with a tailored lighting solution.
•    Keeping up to date with the latest retail lighting trends means regularly visiting industry and lighting manufacturer websites as well as supplementing knowledge through up skilling courses.