Influencing customer experience and perception through store lighting
By Bruce W. Cole
CNHR talked to Joe D’Addario, Nature’s Emporium co-founder and CEO, about the importance of store lighting. Joe has been in natural health retailing since 1993. During this time, he discovered the role his store’s lighting played: how it highlighted products and set the atmosphere for different parts of the store. In this article, Joe shares some of his thoughts on helping you present your store in a better “light.”
CNHR: Joe, how and when did you learn the importance of lighting?
Joe: My appreciation for the importance of good lighting evolved gradually. It really hit home during the early days of Nature's Emporium when I noticed how lighting influenced customer experience and product presentation.
You can also use lighting to help direct customers around the store, guiding their journey through different departments. This way, lighting becomes more than just a tool for visibility, it’s also a subtle guide to enhance the overall shopping experience.
CNHR: How important is lighting to a health food store? What does it do?
Joe: Lighting in a health food store is crucial. It not only highlights our products’ natural appeal but also creates a warm, inviting atmosphere. Proper lighting can make produce look more appealing, encourage exploration, and even impact the perceived freshness and quality of our products.
CNHR: What do you think are the “musts” of lighting a health food store?
Joe: The key “musts” include three elements. Light that mimics natural light is most important. This approach ensures that the vibrant hues of fresh fruits and vegetables, natural tones of whole grains, and rich colours of organic spices and herbs are accentuated. Next, the store should install energy-efficient lighting solutions to minimize environmental impact. And lastly, lights must be strategically placed to guide customers through the store, highlight key areas, and lend a clean look throughout the store.
CNHR: How do you decide what areas require a spotlight or bank of lights?
Joe: We decide based on the importance of the product or section. High-traffic areas, new or promotional items, and specialty sections like our organic produce department or bulk products often get enhanced spotlighting to draw customer attention.
This helps guide the customer's journey through the store and influence how they experience the brand by creating focal points that naturally draw customers' eyes and footsteps. For instance, spotlighting on new or promotional items not only showcases these products but also serves as a visual cue for customers about what's new and exciting at Nature's Emporium.
CNHR: If someone is on a limited budget, what areas would you prioritize to be specially lit?
Joe: I would prioritize the fresh produce section and store entrance—these areas are often the first touchpoints for customers when they enter Nature's Emporium. Prioritizing lighting in these areas is not just about aesthetics, it's a strategic decision that sets the tone for the entire shopping experience. These lit zones can help create a welcoming and vibrant atmosphere and draw customers deeper into the store, where they can discover other products and sections.
One should aim for a balance between functional and ambient lighting, creating a space that feels both inviting and easy to navigate.
CNHR: What are the biggest differences between lighting a big store like Nature’s Emporium and a smaller 1,500 to 3,000 sq. ft. store?
Joe: In larger stores like Nature's Emporium, the challenge is maintaining consistent lighting throughout expansive spaces. Smaller stores, however, often need to focus on maximizing space and using lighting to create a more open feel.
CNHR: In regard to lighting, is there anything else you’d like to mention?
Joe: An often-overlooked aspect is the impact of lighting on employee wellbeing. Good lighting can boost mood and productivity, consequently enhancing customer service.