How to Increase Retail Sales

Effects Of White Light POP Display Illumination On Consumer Behavior

Outlined below are the main findings resulting from in-store research for Hera Lighting, L.P. on the impact of white-light retail POP display illumination on consumer behavior. For this phase, one storefront end-cap display in each of two GNC stores were studied for two days. Over 13,500 mall shoppers were observed in total.  Further details of each finding as well as supporting graphics can be found in the main body of the research report and on the accompanying CD-ROM.

Glance Influence - It was found that 9.5% more of passing shoppers turned their heads to glance into the GNC storefront when the end-cap display was illuminated than when it was not.  Specifically, when the end-cap displays were illuminated, 21.6% of customers glanced into the storefront as compared to 12.1% when the lights were off. In relative terms, this is a 78.5% increase in glancing behavior. 

Directional Glance Differences - There is a greater tendency for shoppers to glance into the store when approaching from the store side opposite the location of the illuminated display compared to shoppers approaching from the same side of the store as the display is located. The observed increase was greater than 9% in absolute terms and over 77% greater in relative terms.

Mall Shopper Conversion - The illuminated end-cap display was nearly twice as effective in converting passing shoppers into store customers.  When the display illumination was on, an average of 3.7% of passing mall traffic were attracted into the stores.  When the illumination was off, an average of only 2.1% were attracted to enter the stores.

POP Eye-Contact - Of all mall shoppers that entered the storefront area, 34.4% of entering shoppers made direct eye contact with the illuminated display as they passed through the storefront compared to 19.5% when the display was not illuminated, a relative increase of 76.4%. (A 14.9% increase in absolute terms.)

Shopper Stopping Power – Overall, 4.6% of store customers browsed the illuminated end-cap display compared to only 2.6% of customers who browsed the display when the illumination was off.  This is a relative increase of 76.9%. (A 2.0% increase in absolute terms.)

Impact On Browsing Duration - The average amount of time spent browsing by a shopper who stopped at the end-cap display increased from 8.4 seconds, when the lighting was off, to 17.8 seconds when the end-cap display was illuminated.  This is a relative increase of 112%.

Product Handling Influences - Illuminating the end-cap display led to a modest but significant increase of 0.5%, in absolute terms, in the percentage of all entering customers who handled merchandise from the display.  When the display was illuminated, 1.8% of all entering customers handled merchandise compared to only 1.3% when the illumination was off.  This represents a relative increase of 38.5%.

Impact On Purchasing Behavior - Of the 4.6% of store customers who stopped at the end-cap display to browse merchandise, 33.3% made a purchase when the lighting was on compared to 14.3% when the lighting was off. This represents a relative increase of 132.9% in purchases for the illuminated end-cap when compared to the non-illuminated end-cap.  (An absolute increase of 19.0%.)

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