EuroShop 2020 – The Lighting Dimension
Lighting continues to play an important role at EuroShop, the world's largest trade fair for retail investment needs. When the doors open again at Düsseldorf Exhibition Centre on 16 February 2020, more than 120 exhibitors will be at the ready showcasing trend-setting concepts and product ideas for the lighting of retail space.
Store lighting remains one of the most important investment focuses in Retail. With smart lighting solutions, the lighting industry accompanies retailers on their journey from points of sale to points of experience.
The revolution in LED technology that began more than a decade ago has produced an almost inexhaustible repository of application options for the retail sector. These go far beyond store lighting in the classic sense. Digitalisation offers numerous innovative approaches, such as communicating with light, emotionalising customers, creating USP's in retail and supporting company branding.
The retail market as a whole has a long way to go to fully identify and grasp the full potential of LED technology yet. We are only at the infancy of developments here, but light can already act as infrastructure today without the need for additional installations, adding a unique advantage.
Digital lighting technology is already part and parcel of our everyday shopping lives. In terms of lighting technology, LED is regarded as a standard, and users expect high efficiency. The spectrum ranges from the emotionally designed, high-impact staging of goods, retail space and architecture through to the enhancement of the quality of customers’ stay and from customer and staff well-being to the central topic of connectivity, i.e. the connection of luminaires to create intelligent lighting systems.
The integration of lighting can be part of the building’s control system, indoor navigation or mobile push marketing and virtual customer care. LED lighting is proving to be an extraordinarily versatile, subtle and effective means of communication in an increasingly digitalised shopping world.
The added value this medium can generate for customers, staff and retailers is demonstrated by Signify in the field of indoor placement. In the digital age, in-store navigation gives this classic guiding principle a whole new dimension: light guides the shopper directly to the goods sought after in addition to the classic lighting task. The existing ceiling lighting system enables shoppers to conveniently locate products in the store using their smartphone and digital store guide App and navigates them directly to the relevant shelf.
Research and development interests in the lighting industry are currently focused on generating added value with smart lighting solutions that help retailers to be more attractive than their competitors in the long term. The continued strong growth of online retail is unmistakably presenting physical retailers with ever greater challenges in getting consumers to shop in store rather than online.
The new buzzwords are ‘Emotionalisation’ and ‘Eventisation’ as retailers aim to permanently establish shopping venues as places for people to spend large portions of their leisure time in an extremely appealing environment.
Places of experience and emotion are created where people do not necessarily shop but buying decisions are taken. So the classic Point of Sales (POS) is developing into a Point of Experience (POE) where light brings about unique experience worlds.
Within seconds luminous colours and intensities change the complete atmosphere in the room, they adapt to the weather, season or time of day controlled by sensors or are given a thematic focus. Walls turn into screens, rooms into envelopes that can be designed flexibly – light can definitely have a strong influence on the customers experience.
For architects, planners and creative minds this is the key to developing emotional sceneries, thereby breathing new life into retail areas and guest and event facilities using comparably simple means. The dynamisation of lighting by means of electronic lighting control systems offers both higher efficiency and more creative scope and plays an outstanding role in custom lighting solutions where the light has to match the brand. All of this helps retailers’ central aim of boosting their business by improving loyalty of existing shoppers and winning over new ones.
For some time now the quality of light has been centre stage. Lighting manufacturers are developing innovative lighting concepts that initiate and accompany current developments on retail spaces such as merchandise-specific luminous colours and spectrum, more compact dimensions with higher luminous efficiency while also offering increased visual comfort in terms of photometric curves, glare limitation and quality of colour.
Retailers are increasingly realising that the value of light engineering must be considered in terms of light effects rather than quality alone - how much light “arrives” at the merchandise. And this is precisely what quality store lighting concepts are all about: light that is efficiently directed onto the merchandise which – through the eye – produces an effect in the observers’ brains (customers). The aim is to impressively stage retail spaces in which various objects co-exist with different luminous temperatures.
EuroShop 2020 is held on approx. 127,000 m2 of net exhibition space and is open daily to trade visitors from Sunday, 16 to Thursday, 20 February 2020, from 10am to 6pm.
Reference/Credit EuroShop Press Release
For further information call Pro-Light on (01) 2962607, email us @ [email protected] or come see us at #EuroShop2020 and book a guided tour of the Signify stand in Hall 9 Stand B40.
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3 年Ger, thanks for sharing!