Latest / The Retail Podcast / Lighting, the secrets, the layers and the ROI. (Short Version)

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Lighting, the secrets, the layers and the ROI. (Short Version) · 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
  So where are we going to go first?
• 1:31
  Now, Alex, we go to the black box.
• 1:34
  We're starting off there. Perfect.
• 1:35
  OK, so Alex, let me show you what we got here.
• 1:39
  We are inside now, what we call the black room or the black box.
• 1:43
  And in this black box, we will show you the top secret of what
• 1:47
  we can do with lighting. I mean, lighting itself is not a
• 1:50
  secret. That it kept the secretness
• 1:52
  belongs to its contents and the relation to that to us human
• 1:57
  beings. Yeah.
• 1:58
  So what I want you to show now is the possibilities we can
• 2:01
  create in a retail space to announce and expand the shopping
• 2:07
  experience from a lighting perspective.
• 2:09
  So let's start talking about light level.
• 2:12
  That's the first step here. We're talking about light level
• 2:16
  and what you can see here now is different kind of.
• 2:20
  Feelings and atmosphere and you can also see that I have this
• 2:24
  make my decision now where to put the highest light level.
• 2:28
  Means also that the adaptation for your eyes will automatically
• 2:32
  be where we have the light to spot.
• 2:34
  And it doesn't mean that we don't want to sell the all the
• 2:38
  other items. It more defining where to look.
• 2:42
  So you're focusing the key products here basically through
• 2:45
  light? I focusing on the key products.
• 2:49
  To make sure that you see them when you're entering the store.
• 2:52
  Yeah. Because I want you to see them.
• 2:54
  Yeah. And therefore I also, I have to
• 2:56
  dim down a little bit in the surroundings.
• 2:59
  Yeah. Doesn't mean that they are not.
• 3:01
  I don't want you to make a purchase for those goods, but it
• 3:05
  means that I want you to put focus where it's where it's
• 3:09
  needed on these three top products, which is shown here.
• 3:13
  Understood. And and it and it draws my eyes
• 3:16
  to the paintbrushes. I'm thinking I didn't want
• 3:18
  paintbrush, but now I want a paintbrush.
• 3:20
  Now you need a paintbrush among all others things in the store.
• 3:24
  Forget those green vases. I want that paintbrush.
• 3:28
  So that's light level and this room we can actually show
• 3:31
  different kind of applications and you know visual appearance
• 3:36
  and so on. And the next Phase I want to
• 3:38
  guide you through is the combination between warm and
• 3:42
  cold. Which I described here.
• 3:46
  Here We have a quite cool colour temperature on those rings,
• 3:49
  yeah, and to make it a little bit more cozy, I suddenly need
• 3:56
  to, of course, dim down. What do you call it as in like
• 3:59
  between the two shades of light, I can see it.
• 4:02
  What is that? One's warm and one's.
• 4:05
  I would say one is warm and one is cool.
• 4:06
  Is there a technical name for that?
• 4:08
  Actually, Kelvin Temperature. Is the technical name Okay Good.
• 4:11
  So that the cold one has 6000 Kelvin called Temperature?
• 4:15
  Yeah, and the warm one has 2700 Kelvin.
• 4:19
  Got you. And the combination between
• 4:21
  those two I would say is the fundamental aspects of light in
• 4:24
  any circumstances that if you want to create a warm atmosphere
• 4:28
  you do, that's easy list to also adding some cool color points,
• 4:32
  but then you have a relation to warmth in a quite more efficient
• 4:36
  way. So for it for this case, for
• 4:39
  example, I had quite cool warm color temperature nowadays and I
• 4:43
  want instead having a quite blue feeling in.
• 4:49
  Totally in this room, yeah. So I add some blue light here,
• 4:54
  which you can see Now go ahead. So now the combination between
• 4:57
  the blue and the warmth give me a quite good relations like the
• 5:01
  sky in the sorry, the sky in the sun.
• 5:03
  Yeah, outside, quite, quite close connection in between
• 5:08
  warm. The next thing I want to show
• 5:11
  you now is actually how the light in the store.
• 5:18
  It creates modern atmosphere compared to what I'm using.
• 5:24
  For example here I want to have this warm ring and then I adding
• 5:28
  spotlights and I add in the spotlights in a certain in in a
• 5:32
  certain area which is actually not needed.
• 5:35
  I have the light here, but I don't have any kind of light in
• 5:38
  my applications. So what I do instead is that I
• 5:42
  of course need the light a little bit more on the vertical
• 5:46
  surface. Just announce the the, the
• 5:50
  vertical surfaces to create such atmosphere which is needed for
• 5:54
  the good, not for the room. Yeah.
• 5:57
  And that's so merchandisers must love the fact that you can bring
• 6:00
  to life different colors in their.
• 6:02
  Product then exactly That's true.
• 6:04
  So, and especially the the, the direction of the light, the
• 6:08
  amount of the light and the, the type of light, if it is ambience
• 6:13
  or directional light, yeah, that creates the whole sense, Yeah.
• 6:17
  So Christian, what? What are we looking at here?
• 6:19
  Alex here. I'm going to take you to a
• 6:21
  journey when I will explain the layers of light, the importance
• 6:26
  of choosing the right level and the right layer of light in
• 6:29
  different applications. Now we stand in grocery, so we
• 6:33
  are going to talk about grocery lighting.
• 6:35
  Yeah. So first of all we can talk
• 6:38
  about the ambience, actually the base when we place the light, so
• 6:43
  if we switched off. The accents, more or less.
• 6:46
  All of the accents in the store. We will see that.
• 6:48
  What's an accent? Accent is actually the
• 6:50
  spotlight's effect when we're highlighting the product.
• 6:53
  Oh, wow. Right.
• 6:54
  OK. So now we take down and only
• 6:56
  talking about the ambience. What we have here is actually an
• 7:00
  ambience, which is some people call it dark light effect.
• 7:04
  It's more or less that you don't see where the light come from,
• 7:08
  you only see the effect connected to.
• 7:12
  People sometimes talk about luxury experience.
• 7:15
  Yeah, more smoother experience. Yeah, this feels like I'm going
• 7:19
  to dwell. I'm going to discover more.
• 7:21
  I'm going to hang around more. Exactly.
• 7:24
  It will hang around more. Wow, the first layer that we
• 7:27
  have before lighting can rake you hang around.
• 7:29
  More yeah, the lighting can make you hang around more but but but
• 7:33
  it also set the whole mode, so I will say that this first layer
• 7:38
  is more or less the most important one.
• 7:41
  Of course it set the mood. So if you follow me here Alex, I
• 7:45
  will show you a little different way of approaching the first
• 7:49
  layer, the ambience. So Christian, we we were just
• 7:52
  looking at sort of a dwell, a slow discovery type experience,
• 7:59
  but you were telling me that you can also create a fast-paced
• 8:02
  experience. Yeah, we set the hood depending
• 8:05
  on on on the on the atmosphere and and.
• 8:08
  And the type of shopping for here example we we have more or
• 8:12
  less the same lux level, but we have a higher brightness
• 8:16
  experience because we now showing the luminaire and we
• 8:21
  creating a much more smoother ambient at still higher level.
• 8:25
  So it's more about speed shopping, making decision fast,
• 8:29
  creating the selections fast without having the motor set
• 8:33
  that maybe stays make you stay a little bit longer in the store.
• 8:37
  So that is what I want to show you here.
• 8:39
  Completely different approach from the glare of lighting to
• 8:43
  the hybrid situation we have here that makes you shop fast
• 8:47
  and quickly. OK, Alex, now it's time to take
• 8:51
  a look onto the power of accent lighting And we're talking about
• 8:55
  the layers that most of the retailers are fully aware about
• 8:58
  how much impact contrasts. And atmosphere directional spot
• 9:04
  ties can create for the environment.
• 9:06
  So what we do now is we we we use accents but we have a little
• 9:11
  bit more cozy atmosphere we we rely on the the way that this
• 9:14
  atmosphere should have a little bit more cozy feeling.
• 9:17
  We adding the 2700 Kelvin means also that we don't can keep the
• 9:22
  warm in the luxury level, keep the atmosphere really good and
• 9:26
  what we do now is that we. The 2700 Kelvin appearance which
• 9:32
  you can see here which also addressing a much more calmer,
• 9:35
  relaxing atmosphere. If I want to go up in speed lot,
• 9:40
  meaning that it's creating much more speed shopping, then I
• 9:45
  instead take down the 2700 Kelvin and instead using the
• 9:50
  more common temperature 3000 Kelvin, which is not a major
• 9:55
  different but it creates a different for the whole space.
• 10:00
  So for example in the store you can easily do so that you have
• 10:04
  one part which is warmer light and one part which is cooler
• 10:07
  light. And you can fairly see there is
• 10:09
  a trend now in retail space is that if we're talking about 3000
• 10:12
  Kelvin only as a color temperature before now we much
• 10:16
  more defining where should we have the warmth atmosphere,
• 10:19
  where should we have the speed shopping atmosphere, where
• 10:22
  should we have the experienced atmosphere etcetera, etcetera
• 10:25
  depending on the space and the goods.
• 10:29
  So Stefan, tell me what what are we looking at here?
• 10:31
  Welcome to our retail experience centre where we show different
• 10:35
  ways of of illuminating aisles in a do it yourself store or a
• 10:39
  grocery store. There are many ways to do that
• 10:41
  actually and I will show you the most common way first using a
• 10:45
  so-called trunking system. This is general lighting,
• 10:50
  nothing else. It's the light you need.
• 10:53
  It's a flat light over the whole area.
• 10:57
  There is no special direction to the light to the merchandise,
• 11:01
  which is actually and you would. Like to show to the consumer so
• 11:06
  we can help our consumers a lot by directing the light to the
• 11:10
  merchandise so you can see what you're supposed to buy and
• 11:14
  inform yourself. I'm now switching to the more
• 11:17
  directed light and you can see the difference because now we
• 11:20
  put all the focus on the merchandise by using directed
• 11:24
  light. And integrated light in the
• 11:27
  interior, Let's start with the directed light.
• 11:30
  As you can see here now in the back, all light is focused on
• 11:33
  the merchandise with the right colour temperature in the colour
• 11:37
  rendering, so you can make an informed choice before you buy.
• 11:42
  There's very little attract attention to the floor because
• 11:45
  you can orientate yourself anyway.
• 11:48
  So I'm now going also to add integrated light into the
• 11:52
  interior. To further enhance the consumer
• 11:55
  experience and the merchandise and as you can see now all the
• 11:59
  focus is on the merchandise, finding the right colour, making
• 12:04
  the right choice instead of focusing too much in the floor
• 12:09
  and on the CD. This is the preferred consumer
• 12:11
  experience to help made make informed choices, Stefan.
• 12:16
  Earlier on, we discussed how sustainability is top of mind
• 12:22
  for a lot of retailers and their costs.
• 12:25
  How do they do more with less? I'm just curious, can lighting
• 12:29
  be a part of that conversation? For sure Alex, it can and and it
• 12:33
  can actually help that conversation a lot.
• 12:37
  I mean lighting stands for 17 to 18% of the world's energy
• 12:42
  consumption and a quite a big part of the OpEx operational
• 12:48
  cost in a store. Is associated with energy
• 12:51
  consumption, energy cost for. So by making sure that you use
• 12:57
  the latest technology and save on energy when you make your
• 13:02
  lighting investment, you can help that decision because you
• 13:05
  free up capital then you can spend on loss prevention and the
• 13:09
  better enhanced consumer experience.
• 13:12
  So in that sense lighting is is the perfect investment.
• 13:15
  Both save cost and you can use the money.
• 13:18
  For other very important investments.