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SPECIAL FEATURE | FESTIVE LIGHTING

SET ThE WoRLd

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In today’s modern age of the tech-savvy and connected consumer, retailers need
every advantage they can to attract the customer’s attention. Festive lighting can offer

a unique avenue into increasing footfall and store sales. Here, RLI takes a look at how
lighting can make a difference to retailers, highlight some of the key trends in the
sector and show some innovative examples of festive lighting from around the world.

f retailers have not been giving much thought to how how they create better visual experiences in-store to sell
their festive lighting can impact their store, they should. products and win customers, not only over the holiday
The global decorative lighting market is expected season but in the years to come.
Ito post a CAGR of around 7 per cent over the period Morgan Kelleher, Director of Field Marketing at Amplience
2018-2022, according to the latest market research report believes that brands will use augmented reality to allow
by Technavio. shoppers to visualise products in their own home. This can
In 2017, the ceiling segment accounted for the largest share allow actual festive lighting products to be viewed in one’s
of the market with a market share of close to 60 per cent. The home while in store, allowing customers to engage with
market share of this segment is expected to witness a small brands and products and visualise before buying.
decline over Technavio’s forecast period. The wall mounted A key factor driving the growth of the market is the evolving
segment held the second largest share of the market, however, design of lighting products, which is leading to premiumisation.
the market share of this segment is expected to decline over The growing demand for luxury decorative lighting products
the forecast period in favor of the others segment. among premium customers has encouraged manufacturers to
APAC held the largest share of the market in 2017 come up with new and unique designs in this category.
accounting for more than 44 per cent followed by EMEA, What is also increasing is the use of smart lighting systems,
and the Americas. The market share of APAC is expected to a trend that will only increase in coming years as technology
increase by a further 2 per cent over the forecast period while continues to improve.
the other two regions will see a decline in their market share. The use of smart lighting systems is increasing in residential
Festive lighting can play a very important role in places as they offer control over lighting products. Smart lighting
showcasing store merchandise as well as providing a great systems also integrate the concept of the Internet of Things
part of the design of the store. Where this lighting is used (IoT), as it helps the customers control the lighting products
and why, will make the difference between a successful through apps installed on their mobile devices. Vendors are
store layout versus an unfinished store layout. focusing on such concepts to attract more tech-savvy custom-
When thinking about how to design festive lighting, ers who want to stay up-to-date with the latest technology.
retailers should keep in mind that it will help to define the Lighting remains one of the most important elements of
overall image of the store, highlight products and help make the in-store experience due to its innate ability to influence
them visible, encourage purchases by visual enhancement, customers’ moods, alertness and attention levels. Designers
help draw customers into the store and allow for a more are increasingly recognising the importance of lighting in
enjoyable shopping experience at what can be a very retail, whether for decorative or vital reasons.
stressful time of year for shoppers. With lighting trends constantly evolving, it’s important to
There is no single store festive lighting formula that consider that some elements do tend to date the interior,
you can follow as a retailer to ensure you are using your according to Sean O’Connor, Principal at Sean O’Connor Light-
festive lighting correctly, but the points above should allow ing. “Decorative lights timestamp stores, so choose carefully when
retailers to think more about the lighting decisions they decorative lighting is required,” he says. “Design for longevity – you
have made or need to make. want customers today, tomorrow and five years from now.”
Above all, according to O’Connor, it’s important to consid-
TREndS ThAT ShAPE ThE hoLIdAy SEASon er how light affects the customer experience, which should
In order to stay competitive and remain relevant, retailers must come before following any of the latest trends. “Lighting can CONTINUES
keep an eye on the trends that are shaping the industry. One of have a huge voice, even though it’s a supporting character to ON PAGE 46
the biggest drivers of change is consumer expectations and at the the product, and the store design, playing the leads,” he says.
SAKS FIFTh AvENUE top of their lists are convenience, relevancy, value and authenticity. “Lighting isn’t just for product anymore, it’s also for people. >>
NEW YORK, US
These drivers are forcing retailers and brands to reshape How does the store make you feel?”
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