Lighting and Atmosphere
The atmosphere of the store must be controlled, with light on the display groupings and shadow in between the display - when retailing larger items such as furniture - whereas, smaller items such as jewellery must have local individual lighting to illuminate the product in an intimate manner and create sparkle. Naturally each store’s requirements are different, depending on mood desired and product to sell.
Specialty lighting can also be implemented in conjunction with overall indirect ambient light for general illumination.
However, It needs to be carefully controlled, as research has shown that excessive brightness can distract customers and conversely - no one feels comfortable in a bland, dimly-lit environment.
For multi-premises brands, as stores are generally different shapes and sizes, it’s important to keep the display systems and the lighting systems modular - able to adapt to any environment - and to always retain a constant feel and illumination of the core brand identity.
Store Design and Ambience
The feeling aroused in customers during a store visit influences their behaviour, with a greater likelihood of purchase in more pleasant settings. Different elements of a retailer’s in-store environment eg: colour, music and accessibility to the product, generally influence a customer’s perceptions of a store’s atmosphere, whether or not they visit a store, how much time they spend in it, and how much money they spend there.
It is possible to categorise the elements of in-store atmosphere into physical features like design, lighting and layout, ambient features like music and smell and social features like type of clientele, staff availability and friendliness.
Store environment factors, particularly physical design perceptions, significantly affect consumer’s perceptions of merchandise price, merchandise quality and employee service quality. A pleasing in-store atmosphere encourages customers to visit more often, stay longer and buy more. Although it also improves customers’ perceptions of the quality of the merchandise in the store, customers tend to associate it with good value.
From a branding perspective, an appealing in-store atmosphere offers great potential in terms of creating a unique store image and establishing a differentiation to other stores selling similar products.
A Final Thought
Not everyone is ready to buy on the first visit - they could be exploring their options, or just curious. If they are satisfied with their exploration experience - and feel comfortable in the store - they are more likely to return on another occasion and buy.
Working with Designfocus Resource
Our commitment to our clients ranges from discussing initial concepts and advising on the direction to proceed, understanding or even writing the required brief, to design & documentation, as well as council and/or centre management approvals, obtaining quotations for construction and project construction management.
To continue the conversation, talk to us 0409 709 970 or email us @designfocus.com.au
Robyn & Peter Rektor