Like all retailers, Shell is keen to meet the needs and expectations of a new generation of shoppers. So the company joined forces with Philips Lighting to implement a new lighting approach at one of their convenience stores.
Like all retailers, Shell is keen to meet the needs and expectations of a new generation of shoppers. So the company joined forces with Philips Lighting to implement a new lighting approach at one of their convenience stores.
recognizes the business side of lighting. Because everything we do in the service of the shopper should lead to a sustainable and profitable outcome”.
- Ewout Rooda, Manager Convenience Retail Benelux & France, Shell
There’s no doubt that ‘on-line’ is on the rise. But despite the dramatic growth of e-commerce, most retail sales still happen in stores. And in the convenience branch, the store’s role is even more important. During the project Shell wanted to explore the possibilities with light, how it affects shopper behavior and how it can help improve in-store experience.
Thanks to its energy efficiency and longevity, LED was the obvious choice for the lighting. But it has much more to offer, specially for retailers , for example, excellent quality of light and optimized product presentation. Capitalizing on all these features, we developed LED flavors and recipes to enhance specific visual qualities of particular product groups. During this project we applied flavors like CrispWhite on some displays, and also LED Champagne, specially developed to illuminate products like bread and pastries. The light intensities were varied per store area and per time of day with the aim to attract customers to different product categories during the day.
To evaluate the effects of the new lighting, with the help of an independent research team, we conducted both qualitative and quantitative researches. Latter was done with use of security cameras, and we analyzed routing, and time spent in different areas. The analysis showed that the effects on customers were substantial.
BP The Netherlands
Find out how light is helping to improve customer experience in the Tilburg BP station
