Lighting the Way to Better Marketing
I was struck by how bright the check out area appeared while I was checking out at a HyVee grocery store. LED lighting is allowing us to put lights in places never imagined, but I never thought the gum and candy section needed more light.
I was wrong. According to the Mars and Wrigley companies, they are rolling out the new display technique in front-end displays and have lifted front-end sales by 10 to 12 percent. The brighter environment makes the candy and gum more appealing and puts a spotlight on the candy.
Light attracts attention, and we need the attention-getting technique because most of our noses are firmly pressed into our cellphones at every moment we are not fully engaged. Bright lights put the spotlight on candy, but they can lead others to look up and take notice.