Bright ideas: How the right lighting can add more sparkle to your bottom line

by charlene_voisin | August 1, 2012 9:00 am

By Larry B. Johnson

[1]
Have you ever thought of just how many descriptive words you use in daily store conversations involving light and the manipulation of reflected light? Words like brilliance, fire, lustre, colour, clarity, and shine all would not exist without a light source. It follows that a sales presentation in which you want to assign those attributes to a particular piece of jewellery will likely suffer when the lighting in your store is working against you. The science of environmental lighting has made major advances in recent years due to a better understanding of how significantly lighting influences our actions and our decisions.

To their credit, jewellery retailers have recognized the importance of good store and in-case lighting, and created a strong demand for products to meet their specialized needs. At a recent national trade show south of the border, the largest attendance out of two dozen assorted educational seminars was one in which effective jewellery store lighting was the focus. Obviously, if allowed, discussion of the topic can quickly become very technical and full of confusing and unfamiliar terms. This article is intended to answer the most commonly asked questions and help retailers put the power of appropriate lighting to work in their stores.

A guiding light

[2]

Why does lighting really matter? Why does outdated lighting hamper sales results in a retail environment? Does poor lighting repel potential clients? The consensus among experts and retailers alike is that either inadequate or improper lighting can be a major detriment to effective sales and, most definitely, an obstacle to creating value. In contrast, one manufacturer reports some store owners have experienced sales increases exceeding 25 per cent after renovating their lighting plan. Overall, store lighting can be an important factor in a customer’s decision to even enter a store. Properly lit stores appear cleaner and can be perceived as more up-to-date in their offerings. Consider the use of brighter lighting strategies in stores that appeal to your target audience. Customers in their 20s and 30s may already feel intimidated about entering a jewellery store. Bright lighting can reduce that hesitation by providing an inviting environment where their insecurities and hesitation are diminished. At the other end of the spectrum, as the population ages and visual acuity is diminished, well-lit stores can be perceived as more welcoming.

Once entered, the overall lighting scheme subtly guides customers through the store, shifting their attention to the showcases themselves through the use of lighting differentials. Inadequately lit cases communicate poorly; they do not allow the customer to properly examine and appreciate the merchandise, which can result in an absence of commitment to purchase. A customer that cannot see the value in a piece of jewellery simply won’t buy it.

Lastly, retail research has shown employees are happier and more positive in environments that are properly lit. If salespeople are energetic, positive, and pleasant, they’re more likely to achieve higher sales-closing averages. Further, it can be much easier and more believable for them to convey the beauty and value of the product if they can show the customer what they mean by brilliance, fire, and scintillation. Trying to sell a beautiful stone of any variety in a dimly lit environment requires incredible powers of persuasion, often making a difficult job almost impossible.

If you’re thinking about making some lighting changes in your store, here are a few things to keep in mind.

[3]

What are the different kinds of lights currently available for retail use?

The main types of lights with their advantages and disadvantages are outlined in the chart above. It provides a good starting point toward understanding the options available to the retailer.

What kind of lights should I be using? Where do they work best?

The short answer is a retailer should use the right lights for the specific objective desired in a particular part of the store. The first step is to understand the different types of lighting and appreciate when and where they work best. Retail lighting can be generally divided into three major groups.

1. Ambient lighting is essentially ‘background’ light. Experts suggest compact fluorescents or light emitting diode (LED) lights for this purpose, as they flood an area evenly. Consider using lights with a 3000- to 3500-K temperature light to make pathways inviting, though not over lit. Save the brightest lights for the showcases.
2. Architectural lighting (e.g. a wall sconce) refines the feel of the space and emphasizes specific areas of the store, such as wall accents and décor. It does not play a role in visual merchandising other than to create store ambiance.
3. Accent lighting helps provide focus for products and displays. To be effective, it should be as much as 50 per cent brighter than ambient lighting. Generally speaking, LEDs are the ideal solution to this challenge. However, if your ceilings are more than 10 ft. high, consider track lights or extension poles to bring them closer to cases.

Is there a big difference between the types of LED lights?

[4]

Absolutely. Perhaps no other lighting product is available in as many quality levels as LEDs, and the differences are critical. Poorly made LED lights are a waste of money, since they not only have a short lifespan, but the quality of the light produced begins to decline immediately upon first use. Telltale indicators of a poor-quality LED light are the absence of an Underwriters Laboratories (UL) seal, a limited warranty of less than three years, and most apparent, a price that appears too low compared to the competition. Diodes used in quality LEDs are much more highly powered, lasting longer and providing stronger light brightness over their lifespan. It may be a good idea to steer clear of LED lights with less than a three-year warranty, as this may be an indicator of the manufacturer’s unwillingness to stand behind its product. In addition, always get confirmation from the supplier the light actually works at the stated wattage. Some LED lights indicate they are 28 W when actual output is only half that amount. LED tape strips can work well if they are part of an actual aluminum housing fixture and not just the tape. Overall, know your supplier, as the investment can be quite significant.

What is the best way to get started? How does the process work?

What information do I provide to a vendor to get a proposal?

[5]

The best way to get started is to call an experienced representative from a firm with expertise in lighting jewellery stores effectively. Be open with your wants, budget, timeframe, and expectations. Ask questions and get as much detailed information as you feel you need to make an informed decision. Provide floor plans or reflected ceiling plans, and if those are not available, then make available photographs to give the lighting company an idea of the physical space. Next, discuss your lighting budget so they know what technology will meet your needs. By speaking with your supplier at length, you not only learn more about what you are buying, but you will, hopefully, become more comfortable with their expertise. If the rep is consistently vague or dismissive, go somewhere else.

What do LEDs typically cost and is there any way to save money on their purchase? How about getting the lights at my home improvement centre?

High-quality LED lights for showcase interiors can cost between $80 and $130 per foot. LED tape costs about half that of full high-quality LED lights. While the temptation may be to purchase lighting from a home improvement centre, it is important to keep in mind that products found at these outlets are designed for residential use. Rarely do homeowners run their lights as much as retail locations, so the one-year warranty they offer equates to about six months in a retail environment. Commercial-grade LED lights with three-year warranties are made for retail use and designed to work every day, all day, for the duration of their life. Save your trips to the home centre for the purchase of fluorescent bulbs and compact fluorescents for your architectural fixtures.

What about my diamond cases?

In the majority of jewellery stores, diamond showcases deserve the most attention. If your store is installed with metal halides, consider using 70-W bulbs with a temperature of 4000 K to 4200 K each and a colour rendering index (CRI) of more than 80 for better light quality. Place them about 5 ft. above the showcase, at 3- to 4-ft. intervals. If you prefer LEDs, a lumen output above 1100 and a CRI over 80 are appropriate choices to provide a higher level of light power and quality. Avoid LEDs exceeding 5500 K, as they tend to cast a blue-coloured light. Position them about 5 ft. above the showcase and about 2 ft. apart for the best effect.

What are the specs for other merchandise types?

[6]

Most coloured stones look best with lighting between 3000 K and 4200 K. If the pieces include diamonds, use the lighting solutions discussed in the previous section. If you segregate coloured-stone jewellery into different cases, consider 3000- to 3500-K bulbs for the warmer colours like yellow, red, and orange, and 4000- to 5000-K lights for cool greens, blues, violets, and all pearls. Yellow gold jewellery tends to look best under 2800- to 3500-K bulbs, while white metals shine in 4000- to 5000-K light.

Can I expect to see some savings on my electric bill?

Yes. LED lights can reduce energy consumption by 60 per cent over metal halides and 80 per cent over halogens.

Can I retrofit my existing cases?

Yes. Enlist the help of a qualified supplier before beginning. Ask for and confirm references to ensure you are getting quality products and advice. This process is expensive—it is critical you get the most for your investment. If you are unsure of your supplier, get another opinion. Look at lighting in other stores and ask questions before you commit.

Had enough specifications? What does it all mean?

[7]

The ‘takeaway’ from all this technical overview is very simple. Decide first what you want to accomplish and enlist the help of a qualified expert to help you accomplish it. The overall goal is to make your merchandise easier to see and therefore, easier to sell. Place your lights at the appropriate distance to the merchandise to make it more attractive. Use the right lights for the right application and don’t overdo things. Avoid glare and pay attention to colour rendering. Remember, like quality showcases and new displays, lighting is an investment in your sales. Done correctly, it can pay big dividends.

Larry B. Johnson is senior vice-president of Texas-based Pacific Northern, a designer and manufacturer of visual merchandising fixtures and displays for the jewellery, optical, and other specialty retail industries. In his role at PN, Johnson directs the division responsible for the independent jeweller market. He is the author of The Complete Guide to Effective Jewelry Display and a frequent lecturer on visual merchandising topics at industry events. Johnson is the holder of multiple patents for his designs and innovations in display related fields. He can be reached via e-mail at johnsonl@pacificnorthern.com[8] or (972) 512-9072.

Source URL: https://www.jewellerybusiness.com/features/bright-ideas-how-the-right-lighting-can-add-more-sparkle-to-your-bottom-line/

---