Monday, July 15, 2024
HomeSpecial FeatureFestive Lighting

Festive Lighting

SET THE WORLD ALIGHT

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.

If retailers have not been giving much thought to how their festive lighting can impact their store, they should. The global decorative lighting market is expected to post a CAGR of around 7 per cent over the period 2018-2022, according to the latest market research report by Technavio.

In 2017, the ceiling segment accounted for the largest share of the market with a market share of close to 60 per cent. The market share of this segment is expected to witness a small decline over Technavio’s forecast period. The wall mounted segment held the second largest share of the market, however, the market share of this segment is expected to decline over the forecast period in favor of the others segment.

APAC held the largest share of the market in 2017 accounting for more than 44 per cent followed by EMEA, and the Americas. The market share of APAC is expected to increase by a further 2 per cent over the forecast period while the other two regions will see a decline in their market share.

Festive lighting can play a very important role in showcasing store merchandise as well as providing a great part of the design of the store. Where this lighting is used and why, will make the difference between a successful store layout versus an unfinished store layout.

When thinking about how to design festive lighting, retailers should keep in mind that it will help to define the overall image of the store, highlight products and help make them visible, encourage purchases by visual enhancement, help draw customers into the store and allow for a more enjoyable shopping experience at what can be a very stressful time of year for shoppers.

There is no single store festive lighting formula that you can follow as a retailer to ensure you are using your festive lighting correctly, but the points above should allow retailers to think more about the lighting decisions they have made or need to make.

TRENDS THAT SHAPE THE HOLIDAY SEASON

In order to stay competitive and remain relevant, retailers must keep an eye on the trends that are shaping the industry. One of the biggest drivers of change is consumer expectations and at the top of their lists are convenience, relevancy, value and authenticity. These drivers are forcing retailers and brands to reshape how they create better visual experiences in-store to sell products and win customers, not only over the holiday season but in the years to come.

Morgan Kelleher, Director of Field Marketing at Amplience believes that brands will use augmented reality to allow shoppers to visualise products in their own home. This can allow actual festive lighting products to be viewed in one’s home while in store, allowing customers to engage with brands and products and visualise before buying.

A key factor driving the growth of the market is the evolving design of lighting products, which is leading to premiumisation. The growing demand for luxury decorative lighting products among premium customers has encouraged manufacturers to come up with new and unique designs in this category. What is also increasing is the use of smart lighting systems, a trend that will only increase in coming years as technology continues to improve.

The use of smart lighting systems is increasing in residential places as they offer control over lighting products. Smart lighting systems also integrate the concept of the Internet of Things (IoT), as it helps the customers control the lighting products through apps installed on their mobile devices. Vendors are focusing on such concepts to attract more tech-savvy customers who want to stay up-to-date with the latest technology.

Lighting remains one of the most important elements of the in-store experience due to its innate ability to influence customers’ moods, alertness and attention levels. Designers are increasingly recognising the importance of lighting in retail, whether for decorative or vital reasons.

With lighting trends constantly evolving, it’s important to consider that some elements do tend to date the interior, according to Sean O’Connor, Principal at Sean O’Connor Lighting. “Decorative lights timestamp stores, so choose carefully when decorative lighting is required,” he says. “Design for longevity – you want customers today, tomorrow and five years from now.”

Above all, according to O’Connor, it’s important to consider how light affects the customer experience, which should come before following any of the latest trends. “Lighting can have a huge voice, even though it’s a supporting character to the product, and the store design, playing the leads,” he says. “Lighting isn’t just for product anymore, it’s also for people. How does the store make you feel?”

RECENT ARTICLES