Dynamic Full Spectrum Digital Lighting of Retail Displays Positively Affects Consumer Behavior

Quantitative and qualitative analyses of 480 customers comparing a prototype storefront design of a “highend specialty retail” chain to a traditional storefront design of the same chain at a different location revealed that the new design, which significantly incorporated full spectrum digital color changing luminaries manufactured by Color Kinetics of Boston, MA, effectively increased the foot traffic, salience and stopping power of the storefront area. More shoppers stopped to look at storefront displays and they spent more time in front of those displays looking at products. The customer’s propensity for handling and purchasing products in the storefront area increased. Customer traffic flow into the store rose significantly compared to the same store (prior to redesign) from the same period of time a year earlier. Subjectively, increases in customer’s mood, ratings of the quality of time spent in the store, the use of color within the store and overall impression of the store were found at the prototype location. In summary, from the standpoint of customer behaviors and impressions, the prototype storefront has shown to be a more effective selling space as compared to the traditional storefront design.