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April 24, 2014
 
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SENSORY MARKETING AT MATELEC 2012: EFFECTIVE LIGHTING IN SHOPS INCREASES COMPETITIVENESS AND REDUCES COSTS

SENSORY MARKETING AT MATELEC 2012: EFFECTIVE LIGHTING IN SHOPS INCREASES COMPETITIVENESS AND REDUCES COSTS

The effect of the light makes shopping an emotional experience and increases its success. Warm white light with a reddish tint makes meat more attractive, and clean white light makes vegetables look fresher

Rafael Barón, President of ANFALUM:  With the right lighting, shops can incentivise purchases and save up to 75% of their energy consumption.



 

MATELEC, the International Fair of Solutions for the Electrical and Electronics Industry, organised by IFEMA and to be held from 23 to 26 October 2012 at Feria de Madrid, will show its visitors the most effective and efficient lighting for selling in retail spaces. This is one of the sensory marketing specialities which will be present at the 1st Energy Efficiency Solutions Forum, SEE4, which will be part of the fair. “With the right lighting, as well as saving money – 40% of the running costs of a shop is its electricity bill - we can incentivise buying. Accent lighting, like that used in the tops of supermarket gondolas, helps to find the most interesting areas or new products, while dynamic lighting piques consumers' curiosity, encouraging them to buy, which is so necessary in times of crisis,” explains Rafael Barón, President of the National Association of Lighting Manufacturers, ANFALUM.

Lighting makes shopping an emotional and more successful experience, according to an ANFALUM report on “Good lighting: Shops and Retail Areas”.  Shops which leverage the sales-enhancing effect of good lighting and where the initial design and project take lighting features into account (performance, comfort and visual atmosphere) can gain decisive advantages in competitiveness and costs. Humans perceive nearly 80% of all information visually, and lighting is a decisive influence on their mood. And colour with light is one of the most reliable ways to attract, create an atmosphere, guide customers and stimulate sales.

“The great flexibility of dynamic lighting lets us adapt the light to the products and even to the seasons, which is very useful in the fashion industry, as customers can see the clothes in lighting which mirrors the daylight outside,” explains Barón. Thus, to light fashion collections fresh yellows and greens are used in spring, orange and red in summer, deeper reds in autumn and neutral white in winter.

ANFALUM points out that enhancing reds brings out the natural, intense colours of fresh food; red and orange make fruit more attractive, and warm white light with a hint of red is best for meat displays. For bread and rolls colours range from yellowish white to brownish red, but a cooler light is better for pastries. Lighting must not alter the temperature at which wine is stored, as this could spoil it, and for lighting cheese “hot spots” which could spoil its flavour should be avoided, using broad beams of yellowish light instead. In general, cooler tones are better for white fish, clean white light gives vegetables a fresher look, and cool white light enhances the appearance of whipped cream.

For fashion display, ANFALUM recommends warm light for leather and cool tones for jeans and suits. And to avoid major errors, it recommends that changing rooms in clothes shops should have flattering lighting which does not cast shadows, so that customers feel attractive and light display windows more strongly, avoiding dark backgrounds which make them too reflective. Also, those who set the style are remembered: corporate lighting helps customers quickly recognise the brand and the establishment.

On the fundamental issue of reducing the environmental and economic impact of energy costs, Rafael Barón proposes “using more efficient lighting based on new technology such as LEDs, low consumption bulbs, movement detectors, networked systems and dynamic lighting which could save shops up to 75% of their consumption.”

 

© 2012 Matelec News | Información: 902 115 116 | www.matelec.ifema.es