5 ways retail experience is transforming into a theatrical experience

 

Lighting in the retail space has become increasingly more important. RetailScene magazine, by Philips, has been investigating the key trends that are shaping the priorities of retailers and the habits of shoppers to enhance spaces in ways that were never previously imagined. By using new innovations and LED technology the act of shopping is being transformed into something more than just ‘buying things’ - it now entails a complete experience that is unique to the brand and store.

Read on for the 5 ways the retail space is transforming into a theatrical experience.

1. Lighting allows retailers to highlight the star of the show

Products are the star and should be treated as such. New developments in lighting are allowing retailers to use lighting as a tool in the sales process. By strategically placing emphasis in certain areas, retailers can dictate the line of sight for consumers in order to lead them to particular products - just as lighting on the stage would highlight certain objects or characters. Lighting innovation also allows retailers to highlight specific products, promote a particular lifestyle aspiration, or the unique identity of a leading brand. They say the world is a stage, and this is increasingly so in the retail world.
2. Lighting sets the mood and creates individuality

The latest trends gives retailers an option to choose a certain LED ‘flavor’ which accurately matches their brand identity and makes the shop space completely unique. New lighting technology allows for endless possibilities with white light, warm light, or a combination thereof to create a store’s unique light ‘signature.’ Brands can appreciate this customized light as consumers are attracted to the brand image as much as the individual products. Brands can have their store reflect their brand message and even emphasize a specific message, creating a sense of flagship presence.

Setting the mood is taken even further with the addition of music, timed perfectly to match the lighting in the store. Creating a sensory journey helps retailers take full control of the consumer experience and elevate it to the next level.
3. The dressing room becomes a personal stage

Studies show that 60% of shopping decisions are made in the fitting room, so it’s vital that customers see themselves in a flattering light. New light innovation now can give consumers a personalized experience in their dressing rooms. By altering the setting of LEDs through an interactive control panel it is possible to see how a dress looks in broad daylight or for an evening event. The dressing room stage is becoming an even more important part of the customer shopping journey.
4. Lighting can transport consumers to a different world

What if the retail experience could transport customers to another world? Walk out of the crowded mall and on to the designer’s catwalk. Knock snow off your boots and step straight into a desert oasis. The in-store experience can be enhanced even further when light is used to set an entirely different scene. Summer clothes on display while snow is on the ground? No problem. Brands can create their own climate escape (and subsequent unique customer experience) by utilizing specific and customized lighting effects to match their needs.
5. Shop windows set the scene for retail stores

The opening scene is one of the most important aspects of entertainment. Given that retail is moving more and more towards creating a unique experience for the customer, the shop window cannot be overlooked. Philips has been working with concepts for dynamic shop windows in order to bring drama to the front of the store and entice shoppers to come inside. Research shows we only have 6 seconds to draw the shopper into the store – so an eye-catching display is critical. Set the scene, draw the customer in and ensure the customer experience is theater-worthy.
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