Shoot, the bulb burnt out.
Where do I find a good dimmer switch.
Ugh, how do I use smart bulbs. Do I need one?
These are just some of the groans heard from one end of the lighting aisle to the other.
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The last thing more people want to do it peruse the aisles looking for that one part, especially within a sea of similar products, ie: lighting.
According to a recent Google Survey, “80% of shoppers surveyed say getting shopping done as quickly as possible is important to them when deciding which brand or retailer to buy from.”
Here are 3 essential design considerations for developing lighting displays to help shopping find what they need fast.
AIM HIGH
Location, location, location.
You’ll often find lighting displays at or above eye level.
Retailers will often pack these aisles to the brim with merchandise, providing as many options customer may need for their next home improvement project. And with space at a premium, often times the most viable option is up, leading to some shoppers looking 10′ high at displayed products. What’s great for retailers may not be optimal for the brand/product as well as shoppers.
Bring it forward.
Products displayed on the top row of a high display can be missed or even hard to see.
So, mounting onto articulating arms or tilting it towards the shoppers view can be an excellent solution while staying within the retailer’s parameters.
2. VISUAL AIDS
Graphics
Consumers nowadays might not know everything but they sure know how to find it, especially with the help of mobile devices.
Ever been strolling down an aisle to see a product on sale and want to see if it’s a good deal? What do you do, pull out your phone and google it. The new shopping norm enhances the shopping experience but the concern is that they’ll find a deal online or just purchase it through Amazon. 48% of shoppers surveyed say they use Google to get helpful recommendations or suggestions on what to buy.
For the shoppers who need/want help right away, in-store visual aids such as shelf talkers in the form of product strip along shelves and shelf tags. With QR codes or NFC Chips, shoppers can be directed to more helpful information, in-store coupons, or capture contact information for mailers.
Try before your buy
25 watt, 45 watt, 100 watt or do I need 75w? What about warm or cool lights?
All the product information in the world can be plastered across displays and product boxes but without context, what do they all mean?
Knowing what the best use scenarios will help shoppers make faster and better buying decisions. Share if warm lights are better for bedrooms or bathrooms. What wattage works best for home offices. And show them examples in store, if space is available or direct them to a website or app.
3. MERCHANDISING
Packaging matters
Packed deep and high, you’ll find boxes and boxes of merchandise stacked from floor to ceiling.
Taking up the majority of the retail space, these walls of products can either be a sea of similar products or an opportunity to connect with shoppers and promote purchase.
Visualizing how they’ll be stacked or filed.
With bold colors and graphics, it can tell a story and give shoppers the confidence in the brand to buy. Or at least look up for more information. And as mentioned, these boxes take up the majority of visual real estate so from a distance.
By in large, shopping for lighting product can feel like pain when things aren’t easy to find. But there are some design tips to make the shopping experience smoothly. Keep in mind these 3 design considerations when developing displays for the lighting aisle; aim high, visual aids and don’t forget about merchandising.
What other design considerations would you recommend for the lighting aisle?
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