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Joining forces to redefine
in-store shopping 

Shell convenience store,
Rijswijk, the Netherlands 


Like all retailers, Shell is keen to meet the needs and expectations of a new generation of shoppers. So the company joined forces with Philips Lighting to implement a new lighting approach at one of their convenience stores.

Shell convenience store, Rijswijk, the Netherlands

I really like that

recognizes the business side of lighting. Because everything we do in the service of the shopper should lead to a sustainable and profitable outcome”.


- Ewout Rooda, Manager Convenience Retail Benelux & France, Shell

Customer challenge


There’s no doubt that ‘on-line’ is on the rise. But despite the dramatic growth of e-commerce, most retail sales still happen in stores. And in the convenience branch, the store’s role is even more important. During the project Shell wanted to explore the possibilities with light, how it affects shopper behavior and how it can help  improve in-store experience.

The right lighting


Thanks to its energy efficiency and longevity, LED was the obvious choice for the lighting. But it has much more to offer, specially for retailers , for example, excellent quality of light and optimized product presentation. Capitalizing on all these features, we developed LED flavors and recipes to enhance specific visual qualities of particular product groups.  During this project we applied flavors like CrispWhite on some displays, and also LED Champagne, specially developed to illuminate products like bread and pastries. The light intensities were varied per store area and per time of day with the aim to attract customers to different product categories during the day.


To evaluate the effects of the new lighting, with the help of an independent research team, we conducted both qualitative and quantitative researches.  Latter was done with use of security cameras, and we analyzed routing, and time spent in different areas. The analysis showed that the effects on customers were substantial.

The primary benefits of the installation

Enhanced look and feel of products displayed
Increased traffic to highlighted product categories during the day
Less eye strain and less tiredness
Shell also gained insight into buying preferences at specific times of the day

Excellent quality of light and optimized product presentation

The team



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