Company News • 31.10.2013

Stage-worthy, lighting-focussed in-shop merchandising

LED: Energy efficiency still a hot topic

EuroShop, The World’s Leading Retail Trade Fair taking place in Düsseldorf from 16 – 20 February 2014, will cover an area of over 110,000 m² in 16 exhibition halls for the first time next year, making this edition the largest EuroShop of all time. One sector experiencing a particular boom at the forthcoming EuroShop will be the lighting sector. This success didn’t come by accident, as investments in store lighting continue to be a major priority for retailers. The latest results of the 2014 EHI Store Monitor survey confirm this trend.

Two equally important drivers propel the retail sector forward in this area: the desire to use lighting at the POS in order to create attractive merchandising landscapes with heightened emotional impact and the need to make store lighting more efficient and economical due to steadily rising energy prices. LED technology is considered the perfect solution when it comes to combining efficiency and emotion; it has become the dominant theme in the retail world. Acceptance is growing in every branch of retail but nowhere more so than among food retailers: according to EHI research, the technology has already captured a 60% share of total lighting in the food retail segment. Philips Lighting puts it this way: “Its advantages in terms of energy efficiency, light quality and controllability over the conventional lighting solutions previously dominating this area are simply unbeatable.” The shift toward LED is taking place more slowly in other areas: the technology’s share of total lighting in the non-food sector is at 30% right now. Most notably, LED lighting is still in the early stages at clothing and fashion retailers – industry experts cite the high-intensity illumination required for accent lighting as one reason for that. Conventional discharge lamps are (for now) said to be the more economical solution at comparable output levels. 

Manufacturers have worked feverishly in recent years in an attempt to further improve the performance of digital lighting technology while at the same time also continuing to push the performance limits of conventional lighting technology. Lighting experts have observed that the European market is particularly discerning and highly interested in efficiency, light quality and technological innovation. Bäro, for example, reports that retail chains in Germany’s neighbouring countries have been particularly early and no-holds-barred adopters of this technology of the future. In the UK, for example, Philips currently implements all retail projects exclusively with LED lighting solutions.  

In-depth R&D, most notably in the last 18 months, has produced LEDs that don’t just perform better but are more economical at the same time. Reaching a value of 120 lumen per watt, LED lights already surpass metal halide lamps – themselves very highly developed lights – in terms of light output. Now that such a high technical level has been reached, it seems the time has come to focus on the long-expected cost benefits of LED technology. A longer lifetime and reduced energy consumption put the higher purchasing cost for LEDs into perspective; according to independent lighting planners, payback periods of three to five years are more or less already within the timeframes demanded by retailers. Therefore, the latest generation of high-quality products at EuroShop should provide additional impulses for switching to this future-oriented technology. The sector also expects similarly critical quality improvements in luminosity and colour rendering, all of which were, in the eyes of retail lighting specialists such as Bäro and Ridi, areas where LEDs have still lagged behind conventional lighting solutions so far.

In general it’s becoming apparent that lighting doesn’t necessarily make the presentation of merchandise more attractive all by itself. That’s why there’s a trend toward more gripping displays in which overall illumination is dialled back in favour of an intense, stage-worthy focus on the merchandise through precisely directed light. This approach emphasises three-dimensionality, heightens haptic perception and renders colours brilliantly. In short, light evokes emotions and turns the product into the object of desire. The masterful interplay of light and darkness structures the sales floor and accentuates the interior design features of the shop. It’s unmistakable: Shop lighting increasingly appropriates the fundamental design tools of theatre and opera stages for the world of retail. But the full extent of what LED is able to deliver at the POS can unfold only in conjunction with digital control systems. They ensure that the desired illumination in the store is deployed at the right place, at the right time and in the right amount. This is another area in which EuroShop trade visitors can draw inspiration from the new products and applications displayed at the trade fair stands.
  
How will LED technology impact future luminaire design? The trend towards miniaturisation in light fittings and more flexibility will continue, say Osram.

In line with this trend, micro-structured and prismatic lenses will increase in importance for directing light in linear systems; these bring the specific benefits of LEDs to bear. In contrast with classic reflector technology, prism lenses allow a variety of light distributions without the need to make the luminaire bigger. In line with the motto “light rather than luminaires” manufacturers in the fashion segment expect a trend towards unobtrusive recessed luminaires where the light source as such remains next to invisible.

Shop lighting overall is developing into a more and more complex topic, and lamps and fittings aren’t the only important pillars. The retail sector’s need for services is growing correspondingly, with lighting design playing the leading role: 82% of retailers surveyed by the EHI Retail Institute considered professional consultation services desirable. That’s why more and more lighting planners and designers specialise in providing lighting concepts for the retail industry. For the first time ever, EuroShop will provide a separate platform to these independent experts at the “Lighting Designers’ Zone.” The special area carved out for this purpose in a central location in Hall 11 will offer international retail trade visitors the opportunity to get up-to-date information on the latest projects and lighting design options or to seek consultations on individual lighting solutions.

related articles:

popular articles:

Thumbnail-Photo: Minimalist design and perfect illumination
12.12.2019   #led technology #led lighting

Minimalist design and perfect illumination

4mm wide LED strips ensure the perfect combination of light quality and design

The minimalist overall appearance of the luminaire is supported by the just 4mm wide LED strip. This is used in a recessed beam angle and thus provides glare-free light. ...

Thumbnail-Photo: Whether you want to electrify your shelves in the living room or at the...
09.12.2019   #led technology #led lighting

Whether you want to electrify your shelves in the living room or at the point of sale...

...with the ELEKTRA conductor systems you have unlimited possibilities.

Special products require special attention. Perfect light with ELEKTRA lighting and electrification systems is the solution. ...

Thumbnail-Photo: Invisible light sources and dynamic lighting solutions in retail stores...
25.03.2020   #lighting systems #lighting concepts

Invisible light sources and dynamic lighting solutions in retail stores

"All the trends in the lighting industry focus on improving the shopping experience."

LED lights for retail stores have witnessed significant growth over the past few years. You would be hard-pressed to find any newly constructed store without these small, efficient lighting sources. Meanwhile, many existing stores and supermarkets ...

Thumbnail-Photo: Individual control of light colour and brightness...
10.12.2019   #led technology #led lighting

Individual control of light colour and brightness

Designed and controllable for you: LD 8004-78

Adjust this spot to your individual requirements at any time by controlling the light colour and brightness. Suitable control elements are also available from Elektra. ...

Thumbnail-Photo: Our mini plug system is patented
06.12.2019   #led technology #led lighting

Our mini plug system is patented

Renowned for safe and reliable performance

The unique mini plug system makes the installation of lights, transformers etc. unbeatably easy! Due to the minimal bore diameter of only 8 millimeters for the passage of the plugs through furniture parts, an installation can be carried out in a ...

Thumbnail-Photo: Safety First: Safe data transmission at the PoS...
01.02.2020   #lighting systems #decorative lighting

Safety First: Safe data transmission at the PoS

2020 EuroShop preview

Data security is the future currency in retail. Systems for inventory control, price labelling, customer and goods flow management must meet the highest security standards.ELEKTRA, together with a software partner, has been working on this ...

Thumbnail-Photo: Unique atmosphere with filigree profile
11.12.2019   #led technology #led lighting

Unique atmosphere with filigree profile

LED profile light LD 8104

This filigree profile lends every room a special atmosphere. Experience it for yourself!Small and fine, that is the hallmark of this LED profile light. Whether as a light source in the invisible area or as part of your design in furniture or in the ...

Thumbnail-Photo: Ideal replacement for the conventional T5 fluorescent luminaire...
13.12.2019   #led technology #led lighting

Ideal replacement for the conventional T5 fluorescent luminaire

The surface-mounted luminaire with SMD LED in four light colours and various lengths

With the dimensions of the old T5 fluorescent luminaires, it can be used perfectly in interior design and shop fitting, but also as a classic under-cabinet luminaire in kitchens, bathrooms and home furniture. It offers the perfect illumination for ...

Thumbnail-Photo: ELEKTRA at Euroshop 2020
13.03.2020   #lighting systems #lighting concepts

ELEKTRA at Euroshop 2020

One highlight: the JUNIC System

A complete success was the trade fair appearance of ELEKTRA at the joint stand of the Deutscher Ladenbauverband at the Euroshop in Düsseldorf. The highlight was the presentation of the JUNIC system, the extension of the JUNIC power conductor ...

Thumbnail-Photo: Adventures in lighting
31.01.2020   #lighting systems #lighting concepts

Adventures in lighting

Light is an important factor in awakening the customer’s senses

Everyone is talking about omnichannel retailing - and that's a good thing. And we are talking about sensory experiences - and that's key. We live in digital times, and that’s why it is imperative not to tout a conflict between the ...

Supplier

ELEKTRA GmbH
ELEKTRA GmbH
Werkstraße 7
32130 Enger
OKTALITE Lichttechnik GmbH
OKTALITE Lichttechnik GmbH
Mathias-Brüggen-Str. 73
50829 Köln