Latest / The Retail Podcast / Lighting, the secrets, the layers and the ROI. (Deep Dive)

Transcript

Lighting, the secrets, the layers and the ROI. (Deep Dive) · The Retail Podcast

• 0:06
  Christian, Stefan, thank you so much for agreeing to take me
• 0:10
  through your customer experience centre.
• 0:12
  Really excited to go through and basically build my own knowledge
• 0:16
  on what lighting is and how it has an impact on associates and
• 0:20
  the customer experience. But can you take me through, you
• 0:23
  know how we're going to go through the the customer
• 0:25
  experience centre today? Absolutely.
• 0:27
  We will bring you, Alex and the POD audience to a lighting
• 0:31
  journey. And where we start here in our
• 0:33
  black box, we're starting off off showing the fundamental
• 0:37
  aspects and the secret of light, actually the power the light can
• 0:41
  bring into a space. And then the next stop will
• 0:44
  actually be layers of light using different kind of layers,
• 0:48
  setting the right mood. And we will then focus on the
• 0:51
  grocery sector and we'll then go ahead talking about.
• 0:55
  The possibilities we can create to communicate with light, we
• 0:59
  are making a piece of art. Like it or not, you know,
• 1:02
  lighting is art. Lighting is art.
• 1:04
  Actually, it's not this. It's not this.
• 1:07
  It could be this. It's absolutely.
• 1:08
  But here's more showing different modules, so to speak.
• 1:12
  Oh, light is art. Good.
• 1:14
  Good description, Alex. Brilliant.
• 1:15
  So, Stefan, what are we going to go?
• 1:16
  Through today, today we are going to go through energy
• 1:20
  efficiency and energy cost. And how you can make a big
• 1:24
  impact on that, which is actually a big part of the
• 1:27
  store's operational expenditures.
• 1:29
  I will also talk about how important it is.
• 1:32
  To take care. Of the right lighting for the
• 1:35
  staff, the store associates. How we can reduce discomfort
• 1:39
  there for them? So where are we going to go
• 1:41
  first? Now, Alex, we go to the black
• 1:44
  box. We're starting off there.
• 1:45
  Perfect. OK, so Alex?
• 1:48
  Let me show you what we got here.
• 1:49
  We are inside now, what we call the black room or the black
• 1:52
  boxes. I think this black box, we will
• 1:55
  show you the top secret of what we can do with lighting.
• 1:59
  I mean, lighting itself is not a secret, but it kept the secret
• 2:03
  and it's belongs to its contents and the relation to that to us
• 2:07
  human beings. Yeah.
• 2:09
  So what I want you to show now is the possibilities we can
• 2:12
  create in a retail space. To announce and expand the
• 2:17
  shopping experience from a lighting perspective.
• 2:20
  So let's start talking about light level.
• 2:23
  That's the first step here we're talking about light level and
• 2:27
  what you can see here now is different kind of feelings and
• 2:31
  atmosphere. And you can also see that I have
• 2:34
  this make my decision now where to put the highest light level.
• 2:38
  It means also that the adaptation for your eyes will
• 2:42
  automatically be. Where we have the light to spot,
• 2:45
  yeah. And it doesn't mean that we
• 2:47
  don't want to sell the all the other items.
• 2:50
  Yeah. It's more defining where to
• 2:52
  look. So you're focusing the key
• 2:54
  products here basically through light?
• 2:57
  I focusing on the key products to make sure that you see them
• 3:01
  when you're entering the store. Yeah, because I want you to see
• 3:04
  them. Yeah.
• 3:05
  And therefore I also, I have to dim down a little bit in the
• 3:09
  surroundings. Yeah.
• 3:10
  Doesn't mean that they are not. I don't want you to make.
• 3:14
  A purchase for those goods. But it means that I want you to
• 3:17
  put focus where it's need, where it's needed on these three top
• 3:22
  products which is shown here, understood and and it and it
• 3:26
  draws my eyes to the paintbrushes.
• 3:27
  I'm thinking I didn't want paintbrush, but now I want a
• 3:30
  paintbrush. Now you need a paintbrush among
• 3:33
  all others things in the store. I forget those green vases.
• 3:36
  I want that paintbrush. So that's light level and this
• 3:40
  room we can actually show different kind of applications
• 3:44
  and you know visual appearance and so on.
• 3:47
  And the next Phase I want to guide you through is the
• 3:51
  combination between warm and cold which I described here.
• 3:57
  Here we have a quite cool colour temperature on those rings and
• 4:02
  to make it a little bit more cozy I.
• 4:06
  Suddenly needs to, of course, dim down.
• 4:08
  What do you call it as in like between the two shades of light
• 4:11
  I can see it. What is that?
• 4:13
  What one's warm and one's? I would say one is warm and one
• 4:17
  is cool. Is there a technical?
• 4:18
  Name for that. Actually, Kelvin temperature is
• 4:21
  the technical name. OK, good.
• 4:22
  So that the cold one has 6000 Kelvin cold temperature.
• 4:26
  Yeah. And the warm one is has 2700
• 4:29
  Kelvin. Got you.
• 4:31
  And the combination between those two I would say is the
• 4:33
  fundamental aspects of light in any circumstances.
• 4:36
  But if you want to create a warm atmosphere you do.
• 4:40
  That's easy list to also adding some cool colour points, but
• 4:43
  then you have a relation to warmth in the quite more
• 4:46
  efficient way. So for it for this case, for
• 4:49
  example, I had quite cool warm colour temperature nowadays and
• 4:54
  I want instead having a quite. Blue feeling in totally in this
• 5:00
  room. Yeah.
• 5:01
  So I add some blue light here, which you can see Now go ahead.
• 5:06
  So now the combination between the blue and the warmth gives me
• 5:10
  a quite good relations like the sky in the sorry, the sky in the
• 5:13
  sun outside, quite close, connection in between warm.
• 5:20
  The next thing I want to show you now is actually how.
• 5:27
  The light in the store creates modern atmosphere compared to
• 5:33
  what I'm using. For example here I want to have
• 5:36
  this warm ring and then I add in spotlights and I add in the
• 5:41
  spotlights in the certain in a certain area which is actually
• 5:45
  not needed. I have the light here, but I
• 5:47
  don't have any kind of light in my applications.
• 5:51
  So what I do instead is that I of course need.
• 5:55
  I'd like a little bit more on the vertical surface.
• 5:57
  It will just announce the, the vertical surfaces to create such
• 6:03
  atmosphere, which is needed for the good, yeah, not for the
• 6:06
  room, yeah. And that's.
• 6:08
  So merchandisers must love the fact that you can bring to life
• 6:11
  different colors in their product then?
• 6:13
  Exactly, that's true. So, and especially the the the
• 6:17
  direction of the light, the amount of the light and the.
• 6:22
  The type of light if it is ambience or directional light,
• 6:25
  yeah that creates the whole sense.
• 6:27
  Yeah. So Alex the last thing I want to
• 6:30
  show you now in the black box is actually color reproductions,
• 6:34
  how light color in combination with physical color can change
• 6:40
  totally the environment. What we see in front of us now
• 6:43
  is quite white collar natural white color.
• 6:47
  So I am now will address to a more.
• 6:53
  Fixed color, Yeah, monochromatic color.
• 6:56
  And you can see also on the colors now that they did totally
• 7:00
  changed tremendously the atmosphere depending on how much
• 7:05
  content from the light. Yeah, you really saw the greens
• 7:09
  picking up a little. Lose exactly.
• 7:12
  Once again you see how the picks up.
• 7:14
  So if there are no relations in between the light colors and
• 7:19
  physical colors. There are no lights to reflect
• 7:22
  and you can actually see also that some of the colors will
• 7:25
  totally appears differently. So do you do you work with
• 7:30
  visual design people to sort of help them understand which
• 7:34
  colors are going to bring out the best or the most vibrant
• 7:37
  environments? I would say it's a part of the
• 7:40
  lighting design process. Definitely.
• 7:42
  It's a part of the process to guide the clients picking the
• 7:45
  right light. And then we see color light as a
• 7:49
  trend, it will come Now once again color light has been a
• 7:52
  trend here and there, but now it's a trend again.
• 7:55
  And we see that that will have a deep impact on the customers
• 7:59
  experience. And therefore also we need to
• 8:01
  learn our customers how to use or the clients how to use color
• 8:05
  light because it had will have a deep impact on on on the
• 8:08
  appearance and and the visual quality of the room.
• 8:11
  So Christian, what? What are we looking at here?
• 8:13
  Alex here. I'm going to take you to a
• 8:15
  journey when I will explain the layers of light, the importance
• 8:20
  of choosing the right level and the right layer of light in
• 8:24
  different applications. Now we stand in grocery, so we
• 8:28
  are going to talk about grocery lighting.
• 8:30
  Yeah. So first of all we can talk
• 8:32
  about the ambience, actually the base when we place the light, so
• 8:37
  if we switched off. The accents, more or less.
• 8:40
  All of the accents in the store. We will see that.
• 8:42
  What's an accent? Accent is actually the
• 8:45
  spotlight's effect when we're highlighting the product.
• 8:47
  Oh, wow. Right.
• 8:48
  OK. So now we take down and only
• 8:51
  talking about the ambience. What we have here is actually an
• 8:54
  ambience, which is some people call it dark light effect.
• 8:59
  It's more or less that you don't see where the light come from,
• 9:02
  you only see the effect connected to.
• 9:06
  People sometimes talk about luxury experience.
• 9:09
  Yeah, more smoother experience. Yeah, this feels like I'm going
• 9:14
  to dwell. I'm going to discover more.
• 9:16
  I'm going to hang around more. Exactly.
• 9:18
  It will hang around more. Wow, the first layer that we
• 9:21
  have before lighting you rake. You hang around.
• 9:24
  More yeah, the lighting can make you hang around more but but but
• 9:27
  it also set the whole mode, so I will say that this first layer
• 9:32
  is more or less the most important one.
• 9:35
  Because it set the mood. So if you follow me here Alex, I
• 9:39
  will show you a little different way of approaching the first
• 9:43
  layer, the ambience. So Christian, we we were just
• 9:47
  looking at sort of a dwell, a slow discovery type experience,
• 9:53
  but you were telling me that you can also create a fast-paced
• 9:56
  experience. Yeah, we set the hood depending
• 10:00
  on on on on the, on the atmosphere and and.
• 10:03
  And the type of shopping for here example we we have more or
• 10:06
  less the same lux level, but we have a higher brightness
• 10:10
  experience because we now showing the luminaire and we
• 10:15
  creating a much more smoother ambient at still higher level.
• 10:19
  So it's more about speed shopping, making decision fast,
• 10:23
  creating the selections fast without having the motor set
• 10:27
  that maybe stays make you stay a little bit longer in the store.
• 10:31
  So that is what I want to show you here.
• 10:33
  Completely different approach from the glare of lighting to
• 10:37
  the hybrid situation we have here that makes you shop fast
• 10:41
  and quickly. OK, Alex, now it's time to take
• 10:45
  a look onto the power of accent lighting.
• 10:48
  And we're talking about the layers that most of the readers
• 10:52
  are fully aware about how much impact contrasts.
• 10:56
  And atmosphere directional spotlights can create for the
• 11:00
  environment. So what we do now is we we we
• 11:03
  use accents but we have a little bit more cozy atmosphere.
• 11:06
  We we rely on the the way that this atmosphere should have a
• 11:10
  little bit more cozy feeling. We add in the 2700 Kelvin means
• 11:14
  also that we don't can keep the warm in the luxury level, keep
• 11:19
  the atmosphere really good and what we do now is that we.
• 11:24
  The 2700 Kelvin appearance which you can see here which also
• 11:28
  addressing a much more calmer, relaxing atmosphere.
• 11:31
  If I want to go up in speed lot, meaning that it's creating much
• 11:37
  more speed shopping, then I instead take down the 2700
• 11:42
  Kelvin and instead using the more common temperature 3000
• 11:47
  Kelvin, which is not a major different but it creates a
• 11:51
  different for the whole space. So for example in the store you
• 11:56
  can easily do so that you have one part which is warmer light
• 12:00
  and one part which is cooler light.
• 12:01
  And you can fairly see there is a trend now in retail space is
• 12:05
  that if we're talking about 3000 Kelvin only as a color
• 12:09
  temperature before now we much more defining where should we
• 12:12
  have the warmth atmosphere, where should we have the speed
• 12:15
  shopping atmosphere, where should we have the experienced
• 12:18
  atmosphere etcetera, etcetera depending on the space and the
• 12:22
  goods. So Stefan, tell me what what are
• 12:24
  we looking at here? Welcome to our retail
• 12:27
  experience. Centre where we.
• 12:28
  Show different ways of of illuminating aisles in a do it
• 12:32
  yourself store or a grocery store.
• 12:35
  There are many ways to do that actually, and I will show you
• 12:38
  the most common way first using a so-called trunking system.
• 12:44
  This is general lighting, nothing else.
• 12:46
  It's the light you need. It's a flat light over the whole
• 12:50
  area. There is no special direction to
• 12:53
  the light to the merchandise which is actually and you would
• 12:57
  like to show. To the consumer, so we can help
• 13:01
  our consumers a lot by directing the light to the merchandise so
• 13:05
  you can see what you're supposed to buy and inform yourself.
• 13:09
  I'm now switching to the more directed light and you can see
• 13:13
  the difference because now we put all the focus on the
• 13:17
  merchandise by using directed light.
• 13:20
  And integrated light in the interior, Let's start with the
• 13:23
  directed light. As you can see here now in the
• 13:26
  back, all light is focused on the merchandise with the right
• 13:30
  colour temperature in the colour rendering, so you can make an
• 13:33
  informed choice before you buy. There's very little attract
• 13:38
  attention to the floor because you can orientate yourself
• 13:41
  anyway. So I'm now going also to add
• 13:45
  integrated light into the interior.
• 13:48
  To further enhance the consumer experience and the merchandise
• 13:52
  and as you can see now all the focus is on the merchandise,
• 13:57
  finding the right colour, making the right choice instead of
• 14:01
  focusing too much in the floor and on the CD.
• 14:04
  This is the preferred consumer experience to help made make
• 14:08
  informed choices, Stefan. Earlier on, we discussed how
• 14:13
  sustainability is top of mind for a lot of retailers and their
• 14:19
  costs. How do they do more with less?
• 14:22
  I'm just curious, can lighting be a part of that conversation?
• 14:26
  For sure Alex, it can and and it can actually help that
• 14:29
  conversation a lot. I mean lighting stands for 17 to
• 14:34
  18% of the world's energy consumption and a quite a big
• 14:39
  part of the OpEx operational cost in a store.
• 14:44
  Is associated with energy consumption, energy cost for.
• 14:48
  So by making sure that you use the latest technology and save
• 14:55
  on energy when you make your lighting investment, you can
• 14:58
  help that decision because you free up capital then you can
• 15:01
  spend on loss prevention and the better enhanced consumer
• 15:05
  experience. So in that sense lighting is is
• 15:08
  the perfect investment. Both save cost and you can use
• 15:12
  the money. For other very important
• 15:14
  investments, Christian, earlier when we started our discussion
• 15:19
  about lighting, you mentioned lighting is art and I can see
• 15:23
  behind you lighting is art. Talk me through what what we're
• 15:26
  seeing here. Actually, I mean light can also
• 15:29
  be used as a communication tool in many circumstances.
• 15:32
  In this case, we we have made a piece of art, to be honest, Like
• 15:35
  it or not, it's a. It's a kind of a.
• 15:39
  Things happen in the store, drag you into the store making light
• 15:42
  as a communication. We talked about in the black box
• 15:44
  you remember about perception value, about looking through
• 15:47
  things and contrast etcetera. So this is just a simple way to
• 15:52
  make attention or draw attention to a piece of place in the store
• 15:57
  like here we are now. You can see from the entrance
• 15:59
  all the way that something happened there.
• 16:01
  So it's a kind of a communication.
• 16:03
  It's like it's not to lit the store, but giving kind of an
• 16:07
  emotion I would say. And just out of interest from a
• 16:09
  design perspective, what's the design process that you go
• 16:11
  through with customers? It depends a little bit on
• 16:14
  sometimes hopefully we have to come with IDs.
• 16:17
  I mean if you know the scope we know maybe also the the brand,
• 16:22
  then we if the if the customer itself have their own ideas, we
• 16:26
  of course build in our solution into the idea.
• 16:29
  If the lack of ideas we oftenly come with rendering studies.
• 16:33
  Or it could be. Mood boards or whatever, just to
• 16:36
  make them aware about the all the possibilities they have to
• 16:39
  make different kind of emotions. Yeah, Chris mentioned that you
• 16:43
  offer us the design solution service.
• 16:45
  Or something. That's right.
• 16:46
  We have you at the support of our offer.
• 16:48
  We, I would say in in the most of our cases we use in this
• 16:53
  solution design process as you say the selection of choices of
• 16:58
  our brand portfolio, but also how we combine that together to.
• 17:04
  Make it easier for the retailer to operate in the store, make
• 17:07
  the loss prevention but also the atmosphere for the for the
• 17:11
  customer as well. So it's a kind of a workflow
• 17:16
  workflow chart you can say, to take all parts of the design
• 17:20
  process in consideration. That's brilliant.
• 17:23
  Thank you. Thanks.
• 17:24
  Thanks, Alex.