(63) XCI/SfB

CAWS V21 V40 V41 V42

R E T A I L L I G H T I N G

WH

ITE

CR

OF

TR

ET

AIL

LIG

HT

ING

W H I T E C R O F T L I G H T I N G L T D

B U R L I N G T O N S T R E E T

A S H T O N-U N D E R- LY N E

L A N C A S H I R E OL7 0AX

U N I T E D K I N G D O M

T E L E P H O N E : +44 (0)870 5 087 087FA X : +44 (0)870 5 084 210E M A I L@W H I T E C R O F T L I G H T.C O M

W W W.W H I T E C R O F T L I G H T I N G.C O M

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THE AIMS OF RETAILThe aims of the retailercan be met by thelighting designerin ten key areas:

A Sales Proposition thatclearly communicates yourbrand and product range

Appropriate Design thatcreates a profitable spacein harmony with yourbrand identity

The Shop Open Lookto convert windowshoppers into in-storebrowsers with anappearance that promotesyour brand and image

Visible Light From TheOutside that highlightsthe interior and theshop window

Best Value For Moneydesign solutions that satisfyboth capital andoperational budgets

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Style, Navigation, Safetyand Security is a productof the overall lightingdesign

Balance of Function andAesthetics that maximiseslight performance andreinforces the brandidentity

Best Lamps,Control Gearand Optical Efficiency toensure the least number oflighting points andEnhanced Capital Allowancescheme qualification

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LIGHTINGA Welcoming Entrancean interesting and invitingthreshold that provides aseamless transition fromoutside to inside

Triple Illuminance inentrance ways andwindows for a dramaticvisual focus

Simple Inventory &Energy Efficient withrunning costs aligned tothe planned revenue overthe life of the store

Life Cycle Costings thatcan be provided based onproven data andoperational experience

Ease Of Maintenanceand Lamp Replacement

Proven Reliability byselecting fittings andcomponents with thelowest mortality andperformance decline

A Comforting Interiorhow to make yourcustomer relaxed andwilling to dwell

Comfortable AmbientIlluminance that is onethird of the entrancelighting

Good MerchandisingDisplay that attracts andinforms the customer

Perimeters and Points ofSale that are two thirds ofthe entrance illuminance

On Time Delivery thatefficiently coordinates withthe demands of the shopfitschedule

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A Managed Programmethat manufactures, stocksand project managesaccording to the specificrequirements of the shopfitroll-out

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LIGHTINGFOR RETAIL

ENVIRONMENTS

Good lighting ensures that a clearoffer is being made to thecustomer, who understands whatyou are selling and findssatisfaction in making a purchasefrom you.

In order to compete with thegrowth of e-tailers, a visit to ashop has to be a more enjoyableexperience. The former is hugelyconvenient and accessible, so thelatter now has to be altogethermore informative, rewarding andstimulating to engage customersand drive sales.

This means that lighting is now atthe forefront of a design shift thathas to also consider how to createan attractive social space, asmuch as a place just to make apurchase.

Also, Retailers know that theirenergy bills have doubled overthe past two years and withlighting often representing 30-40% of a store’s electricity cost,there is now greater focus on theoperational and not just capitalcosts of a project.

Whitecroft Retail Lighting isexclusively concerned withdelivering innovative solutions totheir customers that are bothefficient and economic.

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WHAT ISRETAIL LIGHTING?

Lighting a shop is totally differentfrom lighting an office butbecause of the coincidence ofsuspended ceilings, it has notbeen uncommon to find an officelighting fitting used incorrectly ina shop, merely because it fits themodule of the ceiling.

Retail lighting is almostexclusively concerned withavoiding the dark and lowbrightness solutions that in thepast have been associated withoffices and designing schemesthat promote stimulating visualbrightness, with the focus muchmore on the vertical rather thanthe horizontal illuminance.

Vertical illuminance is what bringsmerchandise alive by revealingshape, texture and colour.

HOW TO ATTRACTCUSTOMERS

It is a physiological fact that oureyes will automatically be drawnto look at an area in our field ofvision that has more illuminancethan the surrounding area, soRetail lighting design can be usedto exploit what is essentially anatural process. It is also fair tosay that if we can go into a shopand can intuitively locate anddiscover merchandise, that theshopping experience is morerelaxing and enjoyable.

However, maximising theattractiveness factor to make thecustomer stop and look is less todo with the quantity of light butis more influenced by the qualityand overall balance of lighting inthe shop.

This is good news because itmeans by selecting the mostefficient lamps and fittings, thatwe can reduce not only thequantity of fittings required, butalso save on the capital cost andoverall energy consumption.

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HOW MUCH LIGHTDOES A SHOP NEED?

Too little light and your branddoes not look attractive and willbe lacking in definition.

Conversely, too much light isoften counter productive becauseit can be discomforting andconfusing as well as wasteful topurchase and operate.

The right amount of lightachieves a natural balanceddesign that attracts, excites,informs and is economic. It is anintegral part of productive spaceplanning and the biggest aid tointuitive store navigation.

This is why we understand theneeds of Retailers and have thedesign experience to unlockpotential and draw customers in.

A normal design approach wouldbe to provide a generalbackground level of illuminationin a store to create an overalluniform ambient level of light.

Ambient lighting levels can varygreatly depending on theapplication, but here are a fewwell known examples that areeasy to relate to:

• Restaurant – 80 Lux

• Offices – 350-500 Lux

• High Street – 800-1000 Lux

• Supermarkets – 1000 Lux

• Sunlight – 30,0000 Lux

The Accent or Display lighting tobe successful has to be increasedin direct proportion to theAmbient level so that its effect isnoticeable and it achieves thenecessary impact on the point ofsale. For most retailing situationsit is not advisable to have theextremes of light and dark thatwe would find perfectlyacceptable in a theatre situationfor example, so achieving thecorrect balance is fundamental toa successful design.

In a typical store the relationshipbetween the Ambient lightinglevel and the other lightingelements, is best designed in thefollowing ratio:

• Ambient (=1) = Comfortable

• Displays x2 = Noticeable

• Entrance x3 = Dramatic

• Windows x5 = Outstanding

Of course if the Ambient lightinglevel is too high it is moreexpensive to provide thecorresponding Display lightingenhancement, so careful designbecomes paramount.

Alternatively, in some cases a highlevel of Ambient lighting can beused to dispense with the needfor additional Accent lighting, aslong as the vertical illuminanceon the merchandise is satisfactory.

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UNDERSTANDINGCOLOUR

COLOUR ACCURACY

Any discussion on illuminationlevels is incomplete without anexplanation on the colourcharacteristics of artificial lighting.

Good and accurate revealing ofcolour is fundamental to Retaillighting and the colour renderingproperties for lamps is formalisedin an index system, CRI = ColourRendering Index or Ra.

All lamp sources are referenced inthe Ra range from 20-100 bycomparison with balanceddaylight that is given a value of100. The following table showsthe properties of the main rangesof Ra values:

Ra = 90-100Excellent colour rendering

Ra = 80-90Good colour rendering

Ra = 60-80Moderate colour rendering

Ra ≤ 60Poor colour rendering

Nearly all lamps currently thatcan be used for merchandiselighting have excellent to goodcolour rendering properties, butfor other applications such asstorage or car park lighting colourquality can often be relaxedwithout detriment to the actualvisual task.

COLOUR APPEARANCE

Quite separate to colourrendering is the important aspectof the colour temperature of awhite light source which ofcourse is made up of a mixture ofcolours.

White light that has a higherproportion of red will appearwarmer and white with acorrespondingly higher bluecontent will appear cool.

These characteristics can beimportant for both our naturalwell being as well as beingindividually suitable for lightingdifferent products. For examplewhite goods look better undercool light and home furnishingsbetter under warm light. Where alamp is available in a choice ofcolours in the same wattage aconsistent approach to colourappearance and effect is veryimportant.

Colour temperature is expressedin Kelvins (K), with temperaturesat 3000 and below being warmand 4000 and above being cool.Typical examples are:

• Tungsten = 2700-3200K

• Fluorescent = 2700-6500K

• High Pressure Sodium =2000-5000K

• Metal Halide = 3000-5600K

• Sunlight = 5000-5800K

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GETTINGTHE SOURCE RIGHTThe colour characteristics of alamp and not least its operationallife and cost will play a large partin the selection process, but whatis in fact also important is theactual efficiency of a lamp interms of how much light(lumens) is obtained from theelectrical power consumed(watts). This is expressed inLumens per Watt (Lm/W) and isdefined as the efficacy of a lamp.Typical efficacies for the mostcommonly used lamps in retail,with a standard domestictungsten lamp as a comparisonand the life expectancy are as

THE MAIN LAMPS FOR RETAIL

Fluorescent LampsThese lamps are often the firstchoice for Ambient lighting, alamp with a colour renderingindex of greater than Ra80 shouldalways be used.

Careful selection of a warm orcool colour temperature lamp canchange the appearance of thespace.

The key lamp types to considerare:

• T5 Linear lamps

• TC-L Compact lamps

• TC-D & T Compact lamps

Ceramic Metal Halide LampsThese have revolutionised Accentand Display lighting over the last20 years. They are extremelycompact and very efficient lampswith excellent colour rendering.More recently these lamps havebecome available in differentcolour temperatures.

The smaller wattages (20-150W)for downlights and spotlights arevery much the first choice forAccent and Display lighting, withthe higher wattages from 150-400W ideal for area lighting inceiling heights typically found inlarge retail outlets.

White Son LampsDimensionally similar to MetalHalide lamps they may not seemas efficient but they are ideal forcertain display lighting where theenhancement of warm colours isessential such as food andfurnishing lighting.

Tungsten Halogen (Low Voltage)There is still place for this lampbecause of its compactness andease of dimming. When usedwith the appropriate electronictransformer and the latestgeneration of Infra Red coatedlamps, an operational life of5,000 hours can be achieved.

LED (Light Emitting Diodes)The most recent evolution inlighting based on solid statetechnology. Individually they havevery modest light outputs butgiven their extreme compactnessand durability, they have a veryinteresting future, not leastbecause of their long lifecharacteristics (100,000 hours)and low maintenance. LED’s canideally be used for display casesor features that incorporatecolour change, so they can bevery powerful customer attractor(See Page 45).

Lamp Type Efficacy Life Expectancy

Tungsten 10 Lm/W 1,000 hours

Tungsten Halogen 14-20 Lm/W 2,000-5,000 hours

Fluorescent 75-95 Lm/W 10,000-30,000 hours

Ceramic Metal Halide 80-95 Lm/W 6,000-15,000 hours

White Son 40-52 Lm/W 10,000 hours

LED 25-50 Lm/W 100,000 hours

Note: Life expectancy is based on a market average of

different lamp types and wattages

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THE TRUE COSTOF OWNERSHIP

The best contribution we canmake towards an ecologicallysustainable society is tomanufacture energy efficient lightfittings. To run an efficientbusiness we have the samechallenges as our Retail customersto reduce our energy usage andoperate within a framework thatexamines the life andenvironmental impact of thematerials we use day to day tomanufacture our products.

Retailers can take full advantageof the investments we have madeto design and develop highlyefficient fittings that deliver morelight and are more durablethrough their operational life.

ENERGY SAVING

Energy efficient solutions createbetter environments for bothcustomers and staff, with lesscooling loads for the airconditioning.

The Enhanced Capital Allowancescheme (www.eca.gov.uk)promotes good practice forlighting by specifying the choiceof the most efficient lamp sourcesand control gear and giving it anapproved coding of efficiency if itis used in a light fitting ofspecified efficiency. Achievingcompliance by choosing the mostefficient lamp and fitting entitlesthe Retailer to obtain 100%capital relief in the first year ofthe purchase of the equipment.

Whitecroft are a registeredcompany on the EnergyTechnology List produced underthe ECA scheme and have a widerange of compliant light fittingsthat can be used throughout aRetail project.

LOWER MAINTENANCE COSTS

As well as selecting the mostefficient light fitting, it alsoimportant to try and minimise thenumber and different types oflamps used for a scheme tosimplify the maintenanceinventory. Of course, usingfittings with high opticalefficiencies that deliver morelight, will reduce the number offittings and individual lampsrequired, which directly saves onmaintenance costs.

LIFE CYCLE COSTS

The capital cost of lightingrepresents only a small proportionof the overall cost of running andmaintaining it through itsworking life. With operationalhours in retail varying from2,500-8,600 hours each year, thelowest purchase cost is not alwaysthe most economic solution.Typically, the investment cost fora Retail lighting scheme is madeup as follows:

• 20% to purchase

• 65% energy costs

• 15% to service and maintain

Whitecroft has an established LifeCycle Costs programme that canexamine all design options onbehalf of the client to determinethe best investment strategy –particularly relevant to multi-siteretailers with a large inventory ofstores to fit-out and maintain.

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SUPPORTINGTHE SUPPLYCHAINWe understand Retail andincidentally we supply lightfittings. We know that the designsolution has to match the brandas well as the budget.

The speed of change andperformance required whenworking in the retail market is acontinuous challenge for anysupplier but we have beenfortunate to develop long termpartnerships with many majorRetailers. As a consequence wehave a very experienced anddedicated Retail team whoprovide a wide range of supportservices that add value to our roleas lighting specialists.

LIGHTING IS OUR BUSINESS

Whitecroft is part of the Fagerhultgroup of companies, one of thelargest lighting companies inEurope. We have factories inSweden and China as well as ourown UK production facility inManchester.

The group is divided into fourbusiness divisions namely,Professional, Retail, Outdoor andHome Lighting that are dedicatedto delivering innovative solutionswithin their specialist fields.

In Retail Lighting we havedeveloped long term partnershipswith some of the largestEuropean retailers and havededicated application centres inboth Manchester and Bollebygdin Sweden, for our customers tosee at first hand the very latest inlamp and lighting technology.PARTNERSHIP

DESIGNVISUALISE

COSTPILOT

DESIGNVISUALISE

COSTPILOT

FORECASTMANUFACTURE

STOCKPROJECT MANAGE

FORECASTMANUFACTURE

STOCKPROJECT MANAGE

DELIVERCOMMISSION

VALIDATE

DELIVERCOMMISSION

VALIDATE

DIALOGUE & REVIEWCONTINUOUS DEVELOPMENT

FIELD SERVICES

DIALOGUE & REVIEWCONTINUOUS DEVELOPMENT

FIELD SERVICES

Partnership ensures that resources are dedicated toyour interests throughout a store’s operational life.

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Over 30% of our business isdesigning and developingbespoke products for Retail clientsin response to their specific brandneeds. Some of these solutionsremain exclusive, but more oftenbecome part of our standardproduct range, but the commontheme is that we are always readyand able to discuss originaldesign requirements.

RETROFIT

All store shopfits whether totallynew or on existing outlets,require minimum site timesolutions that may utilise existinglighting locations or evenupgrade fittings to current controlgear and optical efficiency. Wehave the resources and flexibilityto design and deliver the optionsthat are best value for the client.

LIGHTING JUST WHERE YOUNEED IT

With Point Of Sale systems inparticular we have developedvery innovative integratedlighting for proprietary gondolaunits that previously were oftentoo complicated or expensive toshopfit on any large scale. Thishas been as a result of workingclosely with the client and theshopfit manufacturer to achieve asolution that not only attractivelyilluminates the displayed productsbut is simple and safe to install aswell as economic to buy andoperate. This initiative hasgenerated significant sales growthfor the client and has directly leadto the lighting being extended toother product groups.

COLOUR CHANGE

How to make a shopping centre aunique destination or anindividual shop stand out from it’srivals. LEDs are increasinglybecoming an important lightingdesign tool, not least because ofthe wide range of colours theycan generate and the infinitecombination of light scenes thatcan be achieved in the sameinstallation.

The long life and size of LEDsmake them ideal for architecturallighting but research has shownthat coloured light can directlyinfluence shopping behaviour byslowing customer circulation andthereby increasing the exposuretime to a particular display.Colour changing displays candirect traffic, helping to increasethe number of shoppers in onearea of a store and of course be asignpost for the merchandisedisplays themselves.

Interestingly, it has been foundthat displays with changingcolours not only attract morevisual attention to the productbut increase the chances of thecustomer actually handing theproduct, so the overall browseand purchase factors alsoincrease.

It also was apparent from onestudy that when colour change isused for visual attention, that theaverage Accent illuminance canactually be significantly reducedby about 60%, which must makeit an even more attractive designproposition from an energysaving perspective.

THEBESPOKESOLUTION

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THE RETAILZONELighting is only an abstractmedium unless it can bedemonstrated, so we havecreated a unique facility calledThe Retail Zone within ourManchester head office to allowall parties interested in Retailsolutions to see exactly howlighting can add significantly totheir sales offer and the importantrole lighting plays in theshopping experience.

Because lighting a departmentstore is different from lighting thehigh street branch of a buildingsociety, we have created threedistinctive areas: a financial spacerecreating the layout of a bank,a fashion shop and a supermarketarea with shelves and displays.This flexible facility show retailersthe various solutions that wecan offer in terms of design,style, illuminance, aestheticsand colour.

Retailers’ needs and expectationscan be radically differentdepending on their market andbrand positioning. That’s why weencourage our customers tomeet us and discover ourvarious standard and bespokesolutions. We believe thatlighting can positively influencethe shopping experience andimprove a brand image.

The Retail Zone is designed forour customers to be able toexperiment with differentlighting approaches. This allows aprecise and accurate replicationof the lit environment envisagedfor future store “roll outs”. Wehope to see you there very soon.

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(63) XCI/SfB

CAWS V21 V40 V41 V42

R E T A I L L I G H T I N G

WH

ITE

CR

OF

TR

ET

AIL

LIG

HT

ING

W H I T E C R O F T L I G H T I N G L T D

B U R L I N G T O N S T R E E T

A S H T O N-U N D E R- LY N E

L A N C A S H I R E OL7 0AX

U N I T E D K I N G D O M

T E L E P H O N E : +44 (0)870 5 087 087FA X : +44 (0)870 5 084 210E M A I L@W H I T E C R O F T L I G H T.C O M

W W W.W H I T E C R O F T L I G H T I N G.C O M