Improving the Retail Experience: What Electrical Contractors Should Know About Human-Centric Lighting

The retail industry constantly evolves, with customer satisfaction crucial to its success. Now more than ever, providing a memorable and enjoyable customer experience is essential for businesses to stay competitive. One innovative way that electrical contractors can enhance the retail experience is by using human-centric lighting (HCL). HCL is a concept that focuses on creating lighting systems to mimic natural light patterns, thereby positively impacting people’s well-being and performance. In this blog, we will explore how electrical contractors can harness the power of HCL to improve the retail environment and create a more engaging and satisfying shopping experience.

Understanding Human-Centric Lighting

Human-Centric Lighting (HCL) is a lighting system designed to replicate the dynamic properties of natural light, creating a more comfortable and engaging environment for customers. Unlike traditional lighting, HCL adjusts its intensity and color temperature throughout the day to mimic natural lighting conditions, resulting in a more harmonious and soothing atmosphere. The core principles of HCL are based on the concept of circadian rhythm, which regulates our sleep-wake cycle and overall well-being. By synchronizing the lighting environment with our internal body clock, HCL helps maintain the balance between our biological functions and the external environment.

Challenges in the Retail Environment

• Creating a visually appealing shopping experience
• Balancing energy efficiency and cost-effectiveness
• Achieving consistent lighting throughout the store
• Addressing customer discomfort and fatigue
• Adapting to changes in design and product displays

The Role of Electrical Contractors

Electrical contractors hold a crucial role in the retail industry by transforming spaces into visually appealing and functional environments. They work closely with lighting designers to bring their designs to life, installing and maintaining lighting systems. In addition to their traditional responsibilities, electrical contractors now have the opportunity to incorporate human-centric lighting (HCL) into retail spaces. By installing HCL systems, electrical contractors can create dynamic lighting that simulates natural daylight, positively impacting shoppers’ moods and overall satisfaction. These systems can be programmed to adjust throughout the day, mimicking the natural rhythm of daylight and providing optimal lighting conditions. Implementing HCL effectively requires specialized expertise in lighting technology and an understanding of how light affects human physiology. Electrical contractors must also be skilled in integrating complex control systems that allow for seamless adjustments and automation of lighting scenarios. Electrical contractors can successfully implement HCL and create an engaging and comfortable customer shopping experience with their expertise.

Benefits of Human-Centric Lighting in Retail

• Improved mood and well-being: Human-centric lighting replicates natural daylight’s varying intensity and color temperature throughout the day. This can positively impact shoppers’ moods and create a more pleasant environment, leading to a better shopping experience.
• Creating a visually appealing shopping experience: HCL allows retailers to customize lighting settings to enhance product displays and create an inviting atmosphere by adjusting light intensities, colors, and dynamic lighting effects.
• Balancing energy efficiency and cost-effectiveness: HCL leverages energy-efficient LED lighting and intelligent control systems to optimize lighting levels and reduce energy consumption, resulting in retailer cost savings.
• Increased sales potential: Human-centric lighting can create an engaging and visually appealing retail environment. Highlighting products in a more favorable light and providing a comfortable shopping experience can increase sales by attracting more customers and encouraging longer browsing times.
• Supports circadian rhythm: Human-centric lighting has the potential to synchronize the body’s internal clock, known as the circadian rhythm, with the external environment. This can help regulate energy levels, promote alertness during the day, and improve sleep quality at night, ultimately contributing to the overall well-being of both customers and employees.
• Personalization and customization: Human-centric lighting systems can be customized to meet the specific needs and preferences of each retail space or individual customer. Retailers can adjust lighting based on various factors such as time of day, customer preferences, product displays, and activities taking place in the store, creating a more tailored and personalized shopping experience.

Case Study

Research conducted at a German supermarket has shown that the installation of human-centric lighting has led to a significant increase in sales. Over a 10-month trial period, the Edeka store in Lower Saxony saw a 12% rise in total sales compared to a nearby reference store. Confectionery sales increased by 28%, fruit, and vegetables by 26%, wines and spirits by 23%, and pre-packaged meat by 23%. Sales increased, customer dwell times were also boosted by 21%, and employee absence decreased by 35%. These remarkable results prove that implementing human-centric lighting can yield a significant return on investment for businesses. The lighting system used in the study consisted of different color temperatures and illuminance levels throughout the day, designed to activate and deactivate staff and customers based on their circadian rhythms. Feedback from both employees and customers highlighted the natural atmosphere and improved well-being in the human-centric lit store.

Customers also attributed their decision to shop at the store to the unique atmosphere and good service. The human-centric lit store’s net promoter score (NPS) was 99%, compared to 82% for the reference store, indicating higher customer satisfaction and recommendation rate. Overall, the case study demonstrates the positive impact that human-centric lighting can have on sales, employee well-being, and customer satisfaction in a retail environment.

Implementing HCL

Implementing HCL requires careful consideration of the right lighting solutions and products that will effectively mimic natural light. It is essential to source high-quality LED bulbs and fixtures that offer a wide range of color temperatures to simulate the changing light throughout the day.

Electrical contractors should collaborate with trusted suppliers and lighting manufacturers to ensure they have access to the latest HCL technology. By staying updated with the advancements in lighting solutions, contractors can provide retail spaces with cutting-edge HCL systems that enhance customer experiences.

Lighting designers are crucial in creating lighting layouts and designs that enhance the retail experience. Their expertise in lighting fixtures, color temperatures, and light distribution ensures that the HCL plan is visually appealing, energy-efficient, and well-suited for the specific retail space.

Additionally, strong collaboration between electrical contractors and retailers is vital throughout implementation. Clear communication and a comprehensive understanding of the retailer’s vision enable contractors to deliver HCL systems that meet the desired aesthetics and functionality.

Future Trends

Personalization with IoT Integration: Integrating Internet of Things (IoT) technology can enable personalized lighting experiences based on individual preferences and behaviors. Utilizing sensors and data analytics can allow retailers to tailor lighting schemes.

Innovative Lighting Solutions: There is a growing trend toward innovative lighting solutions that mimic natural sunlight. Samsung has introduced a window-shaped lighting device called SunnyFive that can replicate various lighting situations, from dawn to dusk, similar to natural light. This device provides a full spectrum of light and supports vitamin D synthesis without the risk of sunburn.

Hospitals: In hospitals, the human-centric lighting system incorporates integrated sensors to react to the presence and adjust the lighting based on the dynamics of daylight. This lighting solution ensures maximum visual comfort by actively supporting the natural human biorhythm. Facility managers can easily optimize the lighting using user-friendly web applications. Additionally, doctors can tailor the lighting in treatment rooms to suit their patient’s needs while providing optimal working conditions for hospital staff.

Our team of experts is ready to provide valuable insights, resources, and answers to your burning questions. Don’t hesitate to reach out to us at  678-456-4810 (Ext: 203) /  sales@technoledlights.com and embark on a journey towards enlightening yourself in the world of lighting education.

- pavan parvathaneni