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L
ighting is one of the more
important factors in creating the
ideal retail experience. And when
it comes to retail lighting fitouts, it is
important for electrical contractors
to strike 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.
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.
As a result, Philips Lighting is piloting
a lighting system that uses intelligent
LED in-store lighting to communicate
location-based information to
shoppers via a smart phone app they
can opt to download.
The lighting communicates with the
app via visible light communications
(VLC) to send special offers and
information to the shopper, relevant to
their location in the store.
“Retailers are showing a growing
interest in bringing indoor location
services into stores to engage with
customers in a meaningful way.
Retailers are looking for a system
that performs and is stable, and is too
difficult to install and maintain. This is
where lighting comes in,” says Philips
indoor positioning business leader
Gerben van der Lugt.
“The replacement of a conventional
lighting system to an LED system
makes a lot of sense for retail
investments. So if you’re going to go
to the trouble of installing new lighting
infrastructure, why not use the same
system for indoor location as well?
“Our light-based indoor positioning
system brings together a retailer’s
lighting infrastructure with a super
accurate platform for indoor location
services that is accurate to 30cm.”
Philips’ connected retail lighting
system will benefit retailers by
helping them to build customer loyalty
and sales by providing targeted
information and discount coupons
at their precise position in the store,
when shoppers need it most and are
66 E L EC TR I C AL CONNEC T I ON
S PR I NG 20 1 6
INDOOR POSITIONING SETS UP
SHOP IN AUSTRALIA
A NEW RETAIL POSITIONING
SYSTEM BASED ON VISIBLE LIGHT
COMMUNICATIONS IS MAKING
SHOPPING AN EVEN MORE
PERSONALISED EXPERIENCE.
Philips Lighting is piloting a lighting system that uses intelligent LED in-store lighting to
communicate location-based information to shoppers via smart phone app.
The in-store shopping experience is increasingly
important and that this experience is largely
impacted by lighting.
RETAIL LIGHTING