Lighting should be considered a sales tool in retail environments.

Lighting can be used to entice customers into the store, lead them through merchandise areas, call attention to specific merchandise, and draw customers through the transaction process—all the while conveying specific moods or enhancing merchandising themes. Effective use of light can dramatically enhance the performance of retail environments.

In all cases, the lighting should help communicate the merchandising strategy. From the outside and inside, customers perceive the merchandise and say, “This store is for me.” Lighting can help communicate the type of customers targeted by the store, the quality of the products inside, the price point and the type of service they can expect.

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