The efficiency, energy intensity and visual impact of the accent lighting in the retail grocery stores
DOI:
https://doi.org/10.5219/398Keywords:
retailing, efficiency, visual impact, innovation, accent lightingAbstract
Over the last few years, topics of displaying, presentation, lighting, energy saving and issues related to the environment while selling the fresh food (fruits, vegetable, bakery products, meat) are becoming an important matter among traders. However, just bigger companies with transnational capital have devoted their attention to this issue yet. Generally, the energy costs make up 70% of operating costs in retail stores where the cooling system and lighting are the most energy consuming. Accent lighting in modern retails is largely involved in the overall design and atmosphere in shops and plays a crucial role in presenting the goods as well. Using of accent lighting can draw the customer's attention to a specific part of the sales area and achieve the overall harmonization in the store. With the rational using of combination of energy saving and effective accent lighting retailers can achieve not only attractive presentation of displayed products but also appreciable savings in the operation of their stores. It is the only factor that can be exactly measured and controlled. Using a Colour and Lux Meters we found out the intensity and color temperature of accent lighting used in domestic and foreign retail chains for the different kinds of fresh food products. Based on the obtained values we have compiled graphs, which are showing visual comfort. We also identified different types of accent lighting, which we assigned to their impact on emotional involvement of consumers. The starting points were the tests we conducted in simulated laboratory conditions. While searching of a compromise between effective and energy efficient accent lighting we take into consideration consumers' emotional response as well as the annual electricity consumption of different types of light sources. At the end we recommend options for energy-efficient, effective and spectacular lighting while using the optimal number of light sources and their logical organization, automatic control as well as using energy-saving LED lights or practical skylights. Improvements in energy efficiency of technical equipments could reduce the operating costs for retailers as well as enhance the attractiveness of displayed goods and customer satisfaction and thereby increase their sales.
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