Display Lighting and the Impact on Shopper Behavior in Retail Stores

The role of retail display lighting in shaping shoppers’ experiences and influencing behaviors cannot be overstated. Reinforced below by comments from retail experts, display lighting contributes to the shopper’s in-store experience — resulting in increased basket size.

Motivation and Mood: Similar to how humans naturally awaken from sunlight, shoppers respond to lighting in the stores they shop. Display lighting “awakens” shoppers, resulting in longer browse time and attention to assortments they would not have considered. For every one-percent increase in dwell time, there’s an average 1.3 percent increase in spending.1 The impact of this correlation quickly adds up and its importance should not be ignored. So much so, retail thought leader Ron Lutz, EVP & CCO, Miller Zell, states: “Lighting should be a top priority in store design to enhance the retail environment and highlight products. Because lighting can single-handedly influence the mood of the shopping environment, retailers must understand how they can use lighting to shape their customer experience.”

Visibility and Engagement: According to Luxreview, research shows customers select twice as many items from shelving with integrated lighting. Assortments that go unnoticed remain unpurchased. Featuring merchandise with display lighting is a simple method to combat the ever-shortening attention span of today’s shoppers. Display lighting is proven to earn extra attention. “Retail lighting is all about the psychology and sociology of lighting design, and if it’s done well, a retailer will be able to see this in their bottom line.” — Paul Nulty, Lighting Designer, Founder of Nulty

Modernization and Perception: “Imagine if you found the right product or technology to help modernize your store look, improve your customers’ experience; and result in higher sales.” This contemplation by Leonardo Novella (via Visual Retailing) speaks to the power of lighting.

It’s through modern technology that LED (light emitting diode) has become the most versatile and energy efficient lighting option available. Fast forward to present day, and LED display lighting has evolved into a best-practice in retail store design. “Effective lighting design in retail spaces can influence customer behavior, improve the overall shopping experience, and ultimately drive sales.” — Doug Stephens, Retail Futurist and Founder of The Retail Prophet.

In addition to modernized store design, studies on the effects of LED display lighting on shoppers reveal shoppers perceive that in-store environments “seem cleaner,” products “seem fresher,” and this interpretation even extends to a shopper’s perception of quality, value and price. “Lighting impacts on every aspect of the retail experience, from brand and product perception to consumer engagement and mood.” — Mihaly Bartha, Head of Lighting at GPstudio

Sensory Impact: Sight, smell, hearing, taste and touch. These are the senses evoked in shoppers while on their in-store journey. Similar to wanting to exit an environment that smells bad, the opposite is true. Shoppers stay longer and build positive memories if something is evoking their senses in a positive way. “Eighty percent of the sensory information the brain receives is coming from our eyes. Lighting highlights product qualities, and creates virtual spaces impacting how we feel, what we think of a product — and ultimately, the choice of whether to purchase or not.” — Mihaly Bartha, Head of Lighting at GPstudio.

Bad Behaviors: Few things can dissuade a bad actor with bad intentions, however, there’s emerging discussion and evidence display lighting helps reduce shrink. Why? Any additional illumination (both interior and exterior) serves to discourage wrongdoing. Improved display lighting not only highlights products for shoppers, but also acts as a deterrent for those with ill intentions.

When on-shelf display lighting is present, the likelihood of theft decreases. It’s believed to be another form of influence on perception. If there’s more visibility — that’s a deterrent. If they see lighting and power; maybe they think about cameras — that’s a deterrent. Regardless of the scientific explanation, individuals tend to avoid well-illuminated displays in favor of the next retailer down the street with darker aisles and reduced visibility.

Sales Uplift: A direct correlation between display lighting and shopper basket size can be tricky to quantify — unless it’s specifically measured. In all known studies of this type, there’s always an improvement in sales and profitability. In a 2022 study by a Midwestern convenience retailer, their unit sales increased 37 percent, and dollar sales a whopping 43 percent just from the addition of display lighting. (Any other contributing or eliminating factors were controlled for and considered in calculating the outcomes.) “Display lighting is crucial in capturing shoppers’ attention, highlighting merchandise, and creating a sense of desire that leads to increased sales.” — Neil Saunders, Managing Director of GlobalData Retail. While each shopper is different with unique ambitions and desires, display lighting is proven to enhance the experience regardless of the motive.

Sections Illuminated: Candy bars, candy bags, breakfast, and spirits. Sections Non-Illuminated: Meat snacks, Frito Lay, seeds, cookies, and nuts. Performance comparison: Q3 2021 vs. Q3 2022.
Customer traffic change +3.9%.

* Percentages can vary based on location and other in-store factors.

The consensus among retail industry experts is clear. Incorporating display lighting is much more than just adding light. It’s about creating ambiance, influencing mood, enhancing merchandise appeal, and ultimately — driving sales and profitability. Retailers can harness the power of on-shelf and display lighting to shape, enhance, and positively impact the shopper’s experience in their stores.

With more than 70,000 installations across North America, top retailers rely on our affordable, easy-install illumination because it achieves results everyone can see. Shoppers enjoy a better experience, and retailers see increased sales, improved shopper loyalty, and reduced shrink.

Our portfolio of products features patented designs to easily install on metal, wood, wire, glass, plastic, pegged merchandising, pusher tray systems, and more. Customers appreciate our 2-day turnaround on quotes, 2-week lead time on delivery, in-stock inventory, and our 5-year warranty on all lighting components.

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Contact us today at 844.218.4112 to discuss your project ideas, ask questions, or request a quote. You’ll see your sales and profitability in a whole new light!