Surprising the customer is always one of the goals of every company’s marketing team. However, this mission is not always simple and requires these professionals to be willing to change in order to achieve the so-called “WOW effect” in their companies – and understanding the benefits of natural lighting is important for this mission.
The WOW effect is related to the company’s ability to surprise the customer. This surprise can be caused by a number of factors, such as the price, the quality of service, the arrangement of products in the store and, of course, the way a product is arranged and displayed, and this is where natural lighting can be a great addition to a business.
Understanding the impact that lighting projects have on the sales process is key to surprising and retaining customers.
Lighting plays a number of roles within a company. One of them is to ensure a good working environment for employees. However, the ideal lighting for the workplace is not always the one that will help the customer to buy.
For example: imagine a butcher’s shop. The professionals who work there need a lighting project that keeps them alert at all times, as the risk of accidents is high.
This lighting can be done with white LED bulbs with a high color temperature, for example. However, this cold light will have an impact on the way customers see the products, in this case the meat.
Even if it is fresh, it may have a pale appearance, far from that strong reddish color that gives the consumer the feeling that they are buying a fresh, quality product. The same happens with fruit and vegetables in supermarket greengrocers.
Do you understand how important it is to balance the functions of lighting in marketing? With the right tone of light, using natural lighting design, companies can highlight the qualities of the product, which helps achieve the WOW effect! This is all because natural lighting has a Color Rendering Index of 100%
Picking up on the previous topic, we need to understand that stores are great showcases for your products. As such, the lighting needs to enhance them.
Of course, each segment will have its own specific demands, but all of them can be met by projects that use natural light in the lighting composition of the environment.
Another way to surprise customers and achieve the WOW effect is to help them use the shopping environment properly. Physical stores are designed to give people a good shopping experience.
People need to understand where the products are, they need to see and understand the labels and packaging, find specific environments such as checkouts, toilets, shop windows, etc.
Lighting can be used to make people use stores to their full potential.
Research published by Opinion Box shows that 70% of people have shopped in a physical store in the last 12 months, so guaranteeing a customer experience is essential in these locations.
This is yet another reason to invest in the benefits of natural lighting in lighting projects, as they help to delight customers.
An article published by Fiep shows that 87% of consumers prefer to buy from sustainable companies. Sustainability is a strong topic that is gaining more and more space in the media.
One of the ways to become more sustainable is to improve your lighting design. Although they consume less electricity, LED bulbs have an environmental impact during their manufacture, since their raw materials come from industries such as mining.
Reducing the consumption of electricity used by luminaires is a way of improving sustainability. Among the benefits of natural lighting is the fact that it can illuminate stores, ensuring that they reach the illuminance levels needed to delight, with a much lower environmental impact than artificial lighting.
It’s no coincidence that companies that are committing to ESG targets are changing their electrical lighting designs to ensure the presence of natural lighting.
As well as having a positive impact on the image of businesses, making consumers associate brands with positive aspects, this investment also reduces electricity costs.
Now that you’ve understood the benefits of natural lighting and how it helps to impress customers, talk to your marketing team about incorporating this strategy into your business’s actions.
Skylux Diffuser – a daylighting system developed and manufactured by Engepoli – is the most innovative system on the market.
Because it uses NanoPrismatic technology, with very high light transmission performance, it offers all the advantages mentioned earlier in this article, with the facility to be adapted to all types of buildings.
For this reason, it is considered the best natural lighting standard in the world and is used in most AAA-standard developments.
Benefits of the Skylux system:
