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Written by Jennifer Dublino, on July 2nd, 2012
When working with a retail client, most of you will focus on scent marketing, but what about the other elements of a successful store environment? It can be helpful to the client to be at least a little knowledgeable about other sensory inputs which can support the store’s branding, create a pleasant environment and encourage customers to buy. This will increase your value to the customer and position you as a knowledgeable adviser rather than a salesperson.
According to the National Association of Lighting Manufacturers in Spain (ANFALUM), here are some lighting tips you can pass along to your retail clients:
- Red and orange tinged lights make fruit more attractive, while warm white light with a hint of red is best for boosting sales of meat.
- For the bakery section, yellowish white to brownish red encourage more buying of bread and rolls, but a cooler light is best for pastries.
- In clothing stores, warm light will make leather goods look better; stick to cool tones to sell jeans and suits.
- Changing rooms should have flattering light that does not cast shadows so that customers view themselves as looking better in the clothes.
- Bright light makes window displays pop; stay away from dark backgrounds which make the windows too reflective.