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Light can be used in many ways in retail stores, from highlighting an object or area of a store to simply illuminate the entire store. Bright light can create a sense of honesty, positivity, and can promote impulse purchasing. Lighting can also be used to highlight the store layout and urge customers to flow through the store, exposing them to more merchandise. The level of brightness in the store is a very important factor in consumer behavior and the retail environment, as rooms that have dim lighting are less arousing than more brightly lit spaces. (Areni, 1994). Lighting can influence the customer's decision making, behavior, and also the overall spatial environment as lighting and ambiance are connected. Customers become more stimulated when the lighting in the room is considered to be very bright and speeds up the pace at which customers purchase products. Markin recommended that in order to slow the pace customers shop at, the merchandiser should adopt a softer lighting technique which will increase the amount of time customers spend in the store. (Areni, 1994). The result of this is a possible increase in the amount of merchandise the stores customer's purchase. This shows us that the differing levels of in store lighting can directly affect the amount of time consumers spend in the store. (Areni, 1994).
The lighting inside a retail store can be used strategically to highlight products on display or to create a comfortable environment for consumers. It is an important element used (alongside music, temperature, fragrance, and layout) in retail to create an atmosphere that matches with the brand's personality. Atmosphere of a retail store is significant as it was found that the mood of a customer will affect their buying behavior.A retailer can use soft lighting to create a calm and peaceful atmosphere for the customer or bright lighting to represent a fun and vibrant feeling associated with the brand.The strategic use of light can change the mood of a consumer and affect their subconscious mind during their shopping experience within a retail store. A retail store with a soft ambiance and bright lights highlighting certain products will drive the customer towards these products and motivate them to make a purchase.
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