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- Pune (MH), India
This is a concept that I am exploring, that tries to understand the future of lighting design in retail. Today, commonly used static Lighting Design is defined based on deep studies in consumer psychology.
I am finding ways to augment these effect of Lighting Design on a viewer, by implementing Visual Merechandising concepts along with Dynamic Lighting based on data about the viewer. Knowing something about the viewer allows a more personalised and directed approach to product presentation, and I theorize that this increases the probability of a purchase, as well as a returning visit.
I found 3 functions of Dynamic Visual Merchandising that I could demonstrate:
Through this project, I am trying to validate my hypotheses:
1. Contextual Product Highlighting
I deployed this in a Sanitaryware Showroom in Pune.
Each Salesperson used a Tablet device to highlight a Product on display by switching on the corresponding spotlight, based on the context of their conversation with the visitor.
Although this did not affect the probability of purchase much (our data set was small due to low footfall), it significantly reduced the time taken by the customer to choose a product and make a purchase.
2. Minimizing Visual Noise
I installed this in a leading Ceramics Showroom in Pune.
I divided their exclusive section into 6 zones, and set up sensors to light up a zone only when a visitor approached it. With this, the visitor could focus on the products on display in the current zone, without getting distracted by products on display in other zones (visual noise). Since a Salesperson accompanied them, there was a contextual discussion as well.
I am tracking the effect of this installation on the sales of the Showroom. Meanwhile, this has already increased the rate of their repeating customers.
3. Directed Product presentation
This uses the sensor arrangement to light up zones of the Showroom based on visitor presence. In addition, the zone has a modified lighting behaviour where a flagship Product is exclusively highlighted for 10 seconds before the rest of the Zone is illuminated. This would subtly ensure an increased mental retention flagship product.
Here, the Lighting System uses certain methods to identify basic information about the visitor, like their approximate age, gender and mood. Based on this data, it directs each visitor to the product section that they are most probable of making a purchase in.
I beleive that this arrangement would maximize the probability of purchase as well as the purchase value per customer.
I had the idea of using automated data-driven lighting in retail, after watching a documentary on Visual Merchandising. I approached numerous Showroom Owners with this concept as a feature of a Lighting Management System for their Showrooms. I modified my existing Lighting Automation product to implement some of these concepts.