A new retail study conducted by Austrian lighting brand Zumtobel reveals shoppers’ responses to different lighting environments. According to the company that specializes in architectural lighting solutions, the research will be a great help for retailers to improve customer product perception. With successful incorporation in the design, customers will have a better sense of well-being while being in the space which will make them stay longer to shop. The lighting environment will also help retailers in presenting their products even better and improve shopping experience.
Zumtobel, together with research company Gruppe Nymphenburg analyzed seven different groups of clientele with the use of a neuropsychological model. This method allowed them to empirically measure the effects of lighting environment on the emotions of their customers inside the retail space.
Dr. Hans-Georg Hausel of Gruppe Nymphenburg stated that “Light has a major unconscious impact on people.” He added, “Therefore, those who wish to collect data that can be empirically measured and challenged have to deal with the unconscious, carrying out measurements at the place where people’s emotional responses originate.”
In order to characterize the different personalities of the consumers, the research team developed the “Limbic Model”. There were a total of 48 individuals between 19 to 62 years old who participated in the study. They were then divided into seven groups. With this method, the individuals were not categorized according to age or other sociodemographic factors. Instead, they were grouped according to their personalities based on their responses on a set of questions. The resulting group included the “Hedonists”, the “Bon Vivants”, the “Traditionalists”, the “Performers”, the “Adventurers”, and the “Disciplinarians.”To empirically measure their emotional responses, the team incorporated the Limbic Emotional Assessment which can identify even the most minor emotion-driven physical responses.
The participants were subjected in a 3D shop simulation test wherein fashion merchandises were illuminated with 20 different lighting strategies. The simulated environment used different quantitities of light with various techniques in ambient and accent lighting, varied lighting color temperature,and lighting contrasts. While the participants were looking at the different retail environments, their physical reactions, cardiac activity and even brain waves were measured using the Limbic Model.
According to the data produced after the simulation tests, lighting environments can trigger negative or positive emotions. They can also stimulate or relax the senses of the viewers and even slight alterations in the lighting environments can create a different emotional and unconscious physical response in the participant.
The result showed that although there is no single lighting strategy that will work for all Limbic Types, there are lighting scenarios that suit well with each target group. In addition, the analysis showed that some groups have the same response with the other groups and thus the research team were able to identify which ones have positive responses to specific lighting scenarios. The team categorized them into three main groups based on their positive reaction.
The first group which was called Balance were composed of the “Harmonisters,” the “Traditionalists,” and the “Bon Vivants”. This group prefers retail environments with moderate accent lighting.
The second group, called the Stimulance, which is composed of the “Hedonists” and the “Adventurers” gave positive response to lighting strategies which had strong contrasts.
Lastly, the Dominance group which had the “Performers”, and the “Disciplinarians” prefer the balanced, moderate lighting effects.”
So what does this research can lead to? Peter Kovacs of Zumtobel has the answer. “By combining neuromarketing with our lighting expertise, we can effectively implement new way of addressing our target groups already at the stage of lighting design, for the benefit of our customers.” Kovacs added that this will help the company in providing lighting solutions for “specific brands and target groups that accurately meet the needs of customers in shops and retail areas.”
