Christian, Stefan, thank you so much for agreeing to take me
through your customer experience centre.
Really excited to go through and basically build my own knowledge
on what lighting is and how it has an impact on associates and
the customer experience. But can you take me through, you
know how we're going to go through the the customer
experience centre today? Absolutely.
We will bring you, Alex and the POD audience to a lighting
journey. And where we start here in our
black box, we're starting off off showing the fundamental
aspects and the secret of light, actually the power the light can
bring into a space. And then the next stop will
actually be layers of light using different kind of layers,
setting the right mood. And we will then focus on the
grocery sector and we'll then go ahead talking about.
The possibilities we can create to communicate with light, we
are making a piece of art. Like it or not, you know,
lighting is art. Lighting is art.
Actually, it's not this. It's not this.
It could be this. It's absolutely.
But here's more showing different modules, so to speak.
Oh, light is art. Good.
Good description, Alex. Brilliant.
So, Stefan, what are we going to go?
Through today, today we are going to go through energy
efficiency and energy cost. And how you can make a big
impact on that, which is actually a big part of the
store's operational expenditures.
So where are we going to go first?
Now, Alex, we go to the black box.
We're starting off there. Perfect.
OK, so Alex, let me show you what we got here.
We are inside now, what we call the black room or the black box.
And in this black box, we will show you the top secret of what
we can do with lighting. I mean, lighting itself is not a
secret. That it kept the secretness
belongs to its contents and the relation to that to us human
beings. Yeah.
So what I want you to show now is the possibilities we can
create in a retail space to announce and expand the shopping
experience from a lighting perspective.
So let's start talking about light level.
That's the first step here. We're talking about light level
and what you can see here now is different kind of.
Feelings and atmosphere and you can also see that I have this
make my decision now where to put the highest light level.
Means also that the adaptation for your eyes will automatically
be where we have the light to spot.
And it doesn't mean that we don't want to sell the all the
other items. It more defining where to look.
So you're focusing the key products here basically through
light? I focusing on the key products.
To make sure that you see them when you're entering the store.
Yeah. Because I want you to see them.
Yeah. And therefore I also, I have to
dim down a little bit in the surroundings.
Yeah. Doesn't mean that they are not.
I don't want you to make a purchase for those goods, but it
means that I want you to put focus where it's where it's
needed on these three top products, which is shown here.
Understood. And and it and it draws my eyes
to the paintbrushes. I'm thinking I didn't want
paintbrush, but now I want a paintbrush.
Now you need a paintbrush among all others things in the store.
Forget those green vases. I want that paintbrush.
So that's light level and this room we can actually show
different kind of applications and you know visual appearance
and so on. And the next Phase I want to
guide you through is the combination between warm and
cold. Which I described here.
Here We have a quite cool colour temperature on those rings,
yeah, and to make it a little bit more cozy, I suddenly need
to, of course, dim down. What do you call it as in like
between the two shades of light, I can see it.
What is that? One's warm and one's.
I would say one is warm and one is cool.
Is there a technical name for that?
Actually, Kelvin Temperature. Is the technical name Okay Good.
So that the cold one has 6000 Kelvin called Temperature?
Yeah, and the warm one has 2700 Kelvin.
Got you. And the combination between
those two I would say is the fundamental aspects of light in
any circumstances that if you want to create a warm atmosphere
you do, that's easy list to also adding some cool color points,
but then you have a relation to warmth in a quite more efficient
way. So for it for this case, for
example, I had quite cool warm color temperature nowadays and I
want instead having a quite blue feeling in.
Totally in this room, yeah. So I add some blue light here,
which you can see Now go ahead. So now the combination between
the blue and the warmth give me a quite good relations like the
sky in the sorry, the sky in the sun.
Yeah, outside, quite, quite close connection in between
warm. The next thing I want to show
you now is actually how the light in the store.
It creates modern atmosphere compared to what I'm using.
For example here I want to have this warm ring and then I adding
spotlights and I add in the spotlights in a certain in in a
certain area which is actually not needed.
I have the light here, but I don't have any kind of light in
my applications. So what I do instead is that I
of course need the light a little bit more on the vertical
surface. Just announce the the, the
vertical surfaces to create such atmosphere which is needed for
the good, not for the room. Yeah.
And that's so merchandisers must love the fact that you can bring
to life different colors in their.
Product then exactly That's true.
So, and especially the the, the direction of the light, the
amount of the light and the, the type of light, if it is ambience
or directional light, yeah, that creates the whole sense, Yeah.
So Christian, what? What are we looking at here?
Alex here. I'm going to take you to a
journey when I will explain the layers of light, the importance
of choosing the right level and the right layer of light in
different applications. Now we stand in grocery, so we
are going to talk about grocery lighting.
Yeah. So first of all we can talk
about the ambience, actually the base when we place the light, so
if we switched off. The accents, more or less.
All of the accents in the store. We will see that.
What's an accent? Accent is actually the
spotlight's effect when we're highlighting the product.
Oh, wow. Right.
OK. So now we take down and only
talking about the ambience. What we have here is actually an
ambience, which is some people call it dark light effect.
It's more or less that you don't see where the light come from,
you only see the effect connected to.
People sometimes talk about luxury experience.
Yeah, more smoother experience. Yeah, this feels like I'm going
to dwell. I'm going to discover more.
I'm going to hang around more. Exactly.
It will hang around more. Wow, the first layer that we
have before lighting can rake you hang around.
More yeah, the lighting can make you hang around more but but but
it also set the whole mode, so I will say that this first layer
is more or less the most important one.
Of course it set the mood. So if you follow me here Alex, I
will show you a little different way of approaching the first
layer, the ambience. So Christian, we we were just
looking at sort of a dwell, a slow discovery type experience,
but you were telling me that you can also create a fast-paced
experience. Yeah, we set the hood depending
on on on the on the atmosphere and and.
And the type of shopping for here example we we have more or
less the same lux level, but we have a higher brightness
experience because we now showing the luminaire and we
creating a much more smoother ambient at still higher level.
So it's more about speed shopping, making decision fast,
creating the selections fast without having the motor set
that maybe stays make you stay a little bit longer in the store.
So that is what I want to show you here.
Completely different approach from the glare of lighting to
the hybrid situation we have here that makes you shop fast
and quickly. OK, Alex, now it's time to take
a look onto the power of accent lighting And we're talking about
the layers that most of the retailers are fully aware about
how much impact contrasts. And atmosphere directional spot
ties can create for the environment.
So what we do now is we we we use accents but we have a little
bit more cozy atmosphere we we rely on the the way that this
atmosphere should have a little bit more cozy feeling.
We adding the 2700 Kelvin means also that we don't can keep the
warm in the luxury level, keep the atmosphere really good and
what we do now is that we. The 2700 Kelvin appearance which
you can see here which also addressing a much more calmer,
relaxing atmosphere. If I want to go up in speed lot,
meaning that it's creating much more speed shopping, then I
instead take down the 2700 Kelvin and instead using the
more common temperature 3000 Kelvin, which is not a major
different but it creates a different for the whole space.
So for example in the store you can easily do so that you have
one part which is warmer light and one part which is cooler
light. And you can fairly see there is
a trend now in retail space is that if we're talking about 3000
Kelvin only as a color temperature before now we much
more defining where should we have the warmth atmosphere,
where should we have the speed shopping atmosphere, where
should we have the experienced atmosphere etcetera, etcetera
depending on the space and the goods.
So Stefan, tell me what what are we looking at here?
Welcome to our retail experience centre where we show different
ways of of illuminating aisles in a do it yourself store or a
grocery store. There are many ways to do that
actually and I will show you the most common way first using a
so-called trunking system. This is general lighting,
nothing else. It's the light you need.
It's a flat light over the whole area.
There is no special direction to the light to the merchandise,
which is actually and you would. Like to show to the consumer so
we can help our consumers a lot by directing the light to the
merchandise so you can see what you're supposed to buy and
inform yourself. I'm now switching to the more
directed light and you can see the difference because now we
put all the focus on the merchandise by using directed
light. And integrated light in the
interior, Let's start with the directed light.
As you can see here now in the back, all light is focused on
the merchandise with the right colour temperature in the colour
rendering, so you can make an informed choice before you buy.
There's very little attract attention to the floor because
you can orientate yourself anyway.
So I'm now going also to add integrated light into the
interior. To further enhance the consumer
experience and the merchandise and as you can see now all the
focus is on the merchandise, finding the right colour, making
the right choice instead of focusing too much in the floor
and on the CD. This is the preferred consumer
experience to help made make informed choices, Stefan.
Earlier on, we discussed how sustainability is top of mind
for a lot of retailers and their costs.
How do they do more with less? I'm just curious, can lighting
be a part of that conversation? For sure Alex, it can and and it
can actually help that conversation a lot.
I mean lighting stands for 17 to 18% of the world's energy
consumption and a quite a big part of the OpEx operational
cost in a store. Is associated with energy
consumption, energy cost for. So by making sure that you use
the latest technology and save on energy when you make your
lighting investment, you can help that decision because you
free up capital then you can spend on loss prevention and the
better enhanced consumer experience.
So in that sense lighting is is the perfect investment.
Both save cost and you can use the money.
For other very important investments.