Plageman notes, in the best scenario, when products are lit the right
way, it draws customers in and presents products in the finest possible
light, while reducing energy usage and costs.
Not that long ago stores looked at lighting strictly in terms of ROI.
Now lighting is used to make food pop off the shelves and appear as
fresh as possible. “Grocers are taking a look at how re-lighting the aisle
could influence sales between the shelves,” says Plageman. In the case of
the under shopped center store, he adds, grocers are exploring whether
lighting the space differently could generate more appeal and interest
“Given the crossroads many grocers are at today—dealing with the
impact online shopping is having on their stores, combined with the
way Millennials are shopping and the emphasis on fresh and prepared
foods—best practice retailers realize it is time to re-think the way they
approach lighting design,” says Plageman.
He notes how some department stores in Europe are putting a better
foot forward with lighting their dressing rooms. In some instances, he
says, retailers are changing out their unflattering fixtures and replacing
them with a color tuning system. So a woman trying on a work dress,
for example, can push a button to see what the dress looks like in a typical office lighting environment. The same goes for the woman trying
on an evening dress.
“Imagine having the ability to enhance growth in a store without sunshine,” says Plageman. “Could the basil in the bags on the shelf with the
roots still attached survive longer or possibly even grow in the store?”
Surrounding the customers’ senses with both visual and olfactory cues,
he adds, screams ‘fresh’ to your shoppers.
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