LEDs and AI to optimize in-store colour scheme efficiency

LEDs and AI to optimize in-store colour scheme efficiency

Technology News |
In the near future, will there be a place on earth without a subliminal "buy" message insidiously floating around the corner? In a pilot experiment conducted at German grocery retailer Globus supermarket, in Saarbrücken, Philips Lighting together with the German Research Center for Artificial Intellifence DFKI and EIT Digital have studied the impact of different combinations of coloured lighting on sales and customer behaviour.
By Julien Happich

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For the experiment, researchers spent two months testing different lighting conditions at the supermarket’s 180m2 promotional display area (equipped with Philips StoreWise and LED lighting units). Three settings were tested: the store’s uniform overhead lighting, regular spotlights and a combination of spotlights with pastel coloured uplights. The 58 spotlights used in the experiment strengthened the appearance of products by increasing contrast while adding coloured uplighting (aimed at the ceiling) as well helped differentiate the promotional zone and make it more visible from far away, creating a distinct atmosphere and playing to the moods of the shoppers.

Philips Lighting shows pastel colored uplights
at EuroShop 2017.

Each light point in this lighting system could be independently controlled via the Philips StoreWise web app and be individually adjusted for colour, brightness and saturation. Sensors in the ceiling and in 300 shopping trolleys were used for recording the number of visitors and the time they spent within this zone compared to the rest of the store. The data was also analysed against sales figures, examining the number of products bought from within this specially-lit area.


The study showed that the most effective setting for enticing shoppers was using spotlights with pastel coloured uplights that led to a 6% increase in sales of goods from a promotional area. The same combination of coloured lights created the best stopping power for the promotional area and increased customer visits by 15%, compared to the standard store lighting. When conventional lighting was replaced by spotlights alone, 7% more customer visits occurred.

“With new lighting systems like Philips StoreWise and Philips’ indoor positioning system, we anticipate retailers to analyze sales and traffic data within their store in real-time and adjust the lighting conditions to optimize sales”, explained Gonneke Gros, Sr. Marketing Director Global Retail & Hospitality Segment at Philips Lighting. 

The results at its store in Saarbrücken compelled Globus supermarket to leave the Philips StoreWise and LED lighting installation in place.

Visit Philips Lighting at www.lighting.philips.com

 

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