AKO retail lighting schiphol | Invisua Lighting

AKO, SCHIPHOL THE NETHERLANDS

“The pilot showed turnover changes of up to 25 percent thanks to the dynamic illumination of Invisua. This is clearly the future of retail lighting! That also suits us. We are constantly looking for new applications to further improve the customer experience.”

 

Michiel Barelds, projectmanager bouw & winkelinrichting at Audax

AKO retail lighting schiphol | Invisua Lighting

SIGNIFICANTLY PROVEN; DYNAMIC LIGHTING ACTUALLY WORKS

In the spring of 2019, Invisua and AKO started an intensive pilot in the AKO store at Schiphol in which the effect of dynamic lighting on the buying behavior of customers is tested. “For half a year, a huge amount of data has been collected that contributes to our knowledge of how customers’ purchasing behavior can be influenced by means of dynamic lighting. It is clear that this influence is possible. In recent months we have been able to collect significant data which, with a reliability of over 95%, shows that purchasing behavior can be positively influenced by the use of dynamic lighting. At AKO, even up to 25% sales changes on the tested product groups, “says Matthijs Keuper, CEO at Invisua Lighting.

PILOT AT HIGH TRAFFIC LOCATION SCHIPHOL

The dynamic lighting pilot started in Lounge 3 of Schiphol in the smaller of the two AKO stores. ‘A very suitable test location, because there is so much traffic. Not only are the opening times very long, you also get many more people per hour. What you collect data elsewhere in a month is done here in a week. We now have so many results that we extend the insights to other stores at Schiphol, but also in branches at NS stations. ‘ said Barelds. The results are so positive that AKO has now decided to roll out the pilot.

AKO retail lighting schiphol | Invisua Lighting

HIGH-QUALITY A/B TEST

In this pilot, a very extensive A/B test was chosen. Dynamic light shows are always tested in blocks of 3 weeks and the exact effect on the buying behavior of the customer is accurately analyzed. Days with the use of dynamic lighting are compared with days without dynamic lighting. The light shows are further optimized after every 3-week period. Data has been collected in this way for 6 months to gain insight into how people react to dynamic lighting and how the impulses that are given influence their buying behavior. Keuper: “We are on our way to develop the ultimate light show for retail.”

AKO retail lighting schiphol | Invisua Lighting

RESPONDING TO THE CUSTOMER WITH LIGHTS

Barelds: ‘It is striking to see how strongly the consumer reacts to lighting. For a certain assortment you can use subtle, atmospheric, warm light, while for example magazines brighter light is desired. From a customer perspective that makes sense; the targeted magazine buyer often knows exactly what he wants, so he wants to find it quickly, grab it and go outside again. The surprising thing is the significant difference in turnover if you adjust the lighting accordingly. And that while it is customary to have one lighting pattern in the store. ‘

THE FUTURE OF PHYSICAL RETAIL

The pilot at Schiphol clearly shows what Invisua already knew; too dynamic lighting does not work. But with very subtle changes in the lighting you are very well able to help the customer unconsciously navigate through the store. You can do so much with light alone. Barelds: “You could even help a customer who asks for something by briefly highlighting that product for him. This is just the future of physical retail.”