The document discusses how light can be used strategically in the retail environment to influence consumer behavior and boost sales. Specifically, it outlines how light can be used functionally, to affect consumer thoughts and feelings, and provides real-life examples from stores that implemented dynamic lighting solutions. The document concludes by offering Philips as a partner to help retailers design customized lighting solutions for their needs.

1. How can light be used
strategically
in the retail environment?
Isabelle Six: Philips Lighting
Prof. dr. M. Brengman: Vrije Universiteit Brussel
Julie Heyvaert: Philips Lighting
Confidential Philips Lighting, May 10, 2012 1

2. JOURNAL OF PROPERTY MANAGEMENT, 2004
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3. See what light can do
for your store
How can retailers continue to
attract people into their stores
and encourage them to stay and
buy? Philips Research has been Click here and
looking at how lighting based on watch this movie
natural human responses can
help retailers create a true
shopping experience for their
customers -- a dynamic
ambience in which products are
shown off to their best
advantage. This approach has
resulted in the LightRecipe http://www.youtube.com/watch?v=8Pf_6N5s
research concepts, that have the
P4w
aim to enhance texture, reveal
color, show sparkle and
crispness and display true form
of products in food and fashion.
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4. “Light has the potential
to stimulate the propensity to buy
and to boost sales
when used intelligently”
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5. HOW ?
How can light be used
intelligently in the retail
environment?
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6. Confidential Philips Lighting, May 10, 2012 6

7. Light can be used functionally to:
• Draw attention to your store
• Pull in customers and guide them
• Show the merchandise
• Draw attention to products and/or sales signs
• Make products look more attractive
• Let the customers look more attractive
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8. Light can be used to affect
your consumers’ thoughts:
• Convey a message
• Evoke associations
• Create store personality
• Generate associations with products and usage
associations
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9. Light can be used to influece your
consumers’ feelings by:
• Creating an atmosphere
• Arousing emotions through colors
• Arousing emotions through warm or cool light
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10. REAL LIFE EXAMPLES
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11. Make products look more attractive Seeing
http://www.youtube.com/watch?v=MrwH
gaBgCvI
Interested?
Click here
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12. Make the customer look more attractive
Seeing
Ambi Scene vanity mirror
Daylight Office Evening
Create Engagement:
Confidential Philips Lighting, May 10, 2012 10% Revenue increase 12

13. Make the customer look more attractive
Seeing
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14. Generate Associations with the Products
& Usage Occasions Thinking
In the fitting room
Live  Sporty clothing
Bright white light
Life  Home clothing
Warm pastels
Love  Lingerie
Reds and purples
Create
Engagement
15% Revenue
Increase
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15. Opportunities with light
Feeling
• Impact color saturation &
lightness  can be realized
with light!
• Light can be used in a
smart & dynamic way
 depending on context &
situation
• Allows customization
Feek Hotel in Antwerp, Belgium
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16. Dynamics: Bring Spaces Alive!
Feeling
Luminous Textiles
Find out more and check this link:
http://www.lighting.philips.com/main/application_areas/lu
minous-textile/index.wpd
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17. Stimulate buying behavior with dynamic light
Case study:
Plus supermarket, Heerlerheide, NL
 Perceive the atmosphere to be more
pleasant
 Spend up to 8% longer in the store
 Basket value increased by 5.5% with a http://www.youtube.com/watch?v=7l8
more energetic ambient lighting recipe K_Z46o7A
Interested?
Click here
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18. Light can generate energy savings
Besides influencing the consumer and creating
value, light can generate energy savings by using
more efficient technologies.
With LED light it is possible to generate savings up
to 70% compared to conventional technologies.
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19. Lighting Solutions tailored to your needs
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20. Want to experience what light can do for you?
Contact Philips:
Isabelle Six
Segment Responsible Retail
Isabelle.six@philips.com
0499/58.24.27
Julie Heyvaert
Key Accountmanager Retail
Business Development Fashion Retail
Julie.heyvaert@philips.com
0473/21.37.99
Visit our website:
http://www.lighting.philips.be/nl/appli
cation_areas/shop/index.wpd
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