Today retail is all about a competitive market place, with a plethora of options available in terms of price, quality and variety. In this, the store ambience plays a big role in enticing passers-by into consuming shoppers. Studies on consumer psychology have proved that lighting design has a significant impact on a consumer buying pattern.For lighting designers the challenge has been blending energy efficiency with aesthetics impact and communicating the net value to their clients. VM&RD spoke to retail design firms and retailers to learn more about their take on lighting strategy, challenges and its impact on the shoppers.
As customer management practices take hold in India, retailers will increasingly need to account for their marketing spends in ways that are measureable and ROI driven. The old school of brand impressions, media frequency and reach will be supplanted by customer acquisition, activation, value lift, basket composition and transaction frequency measures.