Globus partnered with Philips Lighting to implement and research three different lighting scenarios in the promotional areas of the store, using the StoreWise system. The first lighting scenario mimicked the effects of the current lighting: a uniform lighting design as a baseline for the research. The second focused on accent lighting, and utilized spotlights to highlight certain items and create contrast. The third combined both spotlighting and colored up-lights. By using pastel
up-lights, the colors not only played into shopper emotions, but also increased the visibility of the promotional area from a distance. These three different light settings were scheduled using StoreWise to alternate over the days in a two month period.
Over this two-month period, customers were tracked with sensors in their carts, the number of customers spending time in the promotional area was counted and sales data was analyzed. Together with DFKI (German Research Center for Artificial Intelligence) Philips Lighting conducted research into how these lighting scenarios affected the numbers of shoppers entering the promotional area, how long they stayed there and sales.
The results were positive on different levels for each scenario. Compared to the first scenario of uniform lighting, the second scenario with spotlighting increased the number of people entering the promotional area by 7%. With the soft pastel up-lights scenario, an additional 8% of shoppers entered the promotional area, so a total of 15% more people entering the area compared to the first scenario with uniform lighting.
The store manager was especially happy with the third lighting scenario, as it included the popular spotlighting in addition to the soft past colored up-lights, resulting in a spectacular 6% sales increase next to the 15% more people entering the area.
Globus was satisfied with the pilot’s success and its store management is more confident than ever that they can truly influence shopper behavior with the power of lighting.