Cited By
View all- du Toit PKruger CHancke GRamotsoela T(2017)Smart street lights using power line communication2017 IEEE AFRICON10.1109/AFRCON.2017.8095718(1581-1586)Online publication date: Sep-2017
Smart Lighting for Fashion Store Windows
Authors: 
Paolo Cremonesi, Antonella Di Rienzo, Franca Garzotto, Luigi Oliveto, Pietro PiazzollaAuthors Info & Claims
Pages 13 - 20
Abstract
Smart light technology offers new dynamic and interactive capabilities that extend the potential of traditional lighting systems of attracting people and affecting their mood, emotions, and behavior. Our research explores smart lights in the context of shop windows. The paper describes an extensive empirical study that has been performed for 5 weeks in a top-level fashion store located in one of the trendiest and crowed shopping areas in Milan (Italy), where we installed a sophisticate smart lighting system and created three different light configurations (static, dynamic, and interactive). The goal of the study is to explore the shopping experience in front of the shop in these different experimental conditions. Users' data were gathered in three ways: i) automatic collection of data from over >300.000 people passing by or stopping in front of the shop windows of the store; ii) live observation of approximately 600 passers-by; iii) questionnaires submitted to 62 persons in front of the shop. Users' data provide empirical evidence that interactive smart lights have the potential to increase the attractiveness of shopping windows, fostering engagement in passers-by, and in general improve the shopping experience in the brick-and-mortar stores.
References
[1]
Pharos controls | products | designer software. https://www.pharoscontrols.com/products/software/_designer software. (Accessed on 01/23/2016).
[2]
Pharos controls | products | lpc. https://www.pharoscontrols.com/products/lighting_controllers/lpc. (Accessed on 01/23/2016).
[3]
C. S. Areni and D. Kim. The influence of in-store lighting on consumers' examination of merchandise in a wine store. International journal of research in marketing, 11(2):117--125, 1994.
[4]
M. J. Bitner. Evaluating service encounters: the effects of physical surroundings and employee responses. the Journal of Marketing, pages 69--82, 1990.
[5]
M. J. Bitner. Servicescapes: The impact of physical surroundings on customers and employees. The Journal of Marketing, pages 57--71, 1992.
[6]
P. Cremonesi and G. Serazzi. End-to-end performance of web services. In Performance Evaluation of Complex Systems: Techniques and Tools, pages 158--178. Springer, 2002.
[7]
A. E. Crowley. The two-dimensional impact of color on shopping. Marketing letters, 4(1):59--69, 1993.
[8]
P. Custers, Y. De Kort, W. IJsselsteijn, and M. De Kruiff. Lighting in retail environments: Atmosphere perception in the real world. Lighting Research and Technology, 42(3):331--343, 2010.
[9]
J. Deepika and T. Neeraja. Lighting impact on consumer's shopping behaviour in retail cloth stores. International Journal of Science and Research, 3(11), 2014.
[10]
R. Dowovan and J. Rossiter. Store atmosphere: an environmental psychology perspective. Journal of Retailing, 58:34--57, 1982.
[11]
S. Fleischer, H. Krueger, and C. Schierz. Effect of brightness distribution and light colours on office staff. In The 9th European Lighting Conference Proceeding Book of Lux Europa, pages 77--80, 2001.
[12]
S. Greenberg, N. Marquardt, T. Ballendat, R. Diaz-Marino, and M. Wang. Proxemic interactions: the new ubicomp? interactions, 18(1):42--50, 2011.
[13]
J. Hakulinen, M. Turunen, T. Heimonen, T. Keskinen, A. Sand, J. Paavilainen, J. Parviainen, S. Yrjänäinen, F. Mäyrä, J. Okkonen, et al. Creating immersive audio and lighting based physical exercise games for schoolchildren. In Advances in Computer Entertainment, pages 308--319. Springer, 2013.
[14]
P. Kotler. Atmospherics as a marketing tool. Journal of retailing, 49(4):48--64, 1973.
[15]
R. Küller, S. Ballal, T. Laike, B. Mikellides, and G. Tonello. The impact of light and colour on psychological mood: a cross-cultural study of indoor work environments. Ergonomics, 49(14):1496--1507, 2006.
[16]
A. Malizia and A. Bellucci. The artificiality of natural user interfaces. Communications of the ACM, 55(3):36--38, 2012.
[17]
C. Pettis. TechnoBrands: How to create & use" Brand identity" to market, advertise & sell technology products. iUniverse, 2001.
[18]
H. Pihlajaniemi, A. Luusua, P. Markkanen, A. Herneoja, and V. Pentikäinen. Experiencing adaptive retail lighting in a real-world pilot. Proc. Experiencing Light 2014, pages 90--93, 2014.
[19]
K. Quartier, H. Christiaans, and K. Van Cleempoel. Retail design: lighting as an atmospheric tool, creating experiences which influence consumers' mood and behaviour in commercial spaces. 2009.
[20]
J. Romaniuk and E. Nicholls. Evaluating advertising effects on brand perceptions: incorporating prior knowledge. International Journal of Market Research, 48(2):179--192, 2006.
[21]
I. Sachdeva and S. Goel. Role of store atmospherics on customer experience. International Journal of Multidisciplinary Approach & Studies, 2(3), 2015.
[22]
S. A. Samani and S. A. Samani. The impact of indoor lighting on students' learning performance in learning environments: A knowledge internalization perspective. International Journal of Business and Social Science, 3(24), 2012.
[23]
T. Schielke. Light and coporate identity: Using lighting for corporate communication. Lighting Research and Technology, 2010.
[24]
T. Schielke and M. Leudesdorff. Impact of lighting design on brand image for fashion retail stores. Lighting Research and Technology, 47(6):672--692, 2015.
[25]
M. L. Tullman, C. K. Incorporated, and L. Erhardt. Dynamic full spectrum digital lighting of retail displays positively affects consumer behavior, 2000.
[26]
G. Vandewalle, S. Schwartz, D. Grandjean, C. Wuillaume, E. Balteau, C. Degueldre, M. Schabus, C. Phillips, A. Luxen, D.-J. Dijk, et al. Spectral quality of light modulates emotional brain responses in humans. Proceedings of the National Academy of Sciences, 107(45):19549--19554, 2010.
[27]
D. Vogel and R. Balakrishnan. Interactive public ambient displays: transitioning from implicit to explicit, public to personal, interaction with multiple users. In Proceedings of the 17th annual ACM symposium on User interface software and technology, pages 137--146. ACM, 2004.
[28]
A. Wirz-Justice, F. Benedetti, M. Berger, R. W. Lam, K. Martiny, M. Terman, and J. C. Wu. Chronotherapeutics (light and wake therapy) in affective disorders. Psychological medicine, 35(07):939--944, 2005.
Recommendations
Dynamic and Interactive Lighting for Fashion Store Windows
CHI EA '16: Proceedings of the 2016 CHI Conference Extended Abstracts on Human Factors in Computing SystemsSmart light technology offers new dynamic and interactive capabilities that extend the potential of traditional lighting systems of attracting people and affecting their mood, emotions, and behavior. Our research explores smart lights in the context of ...
Brand competition in fashion e-commerce
Application of regression analysis to examine substitution effects in fashion e-commerce.Unexpectedly small extent of brand competition present in fashion e-commerce.Patterns and magnitude of cross-price effects are very distinct.Asymmetric competition ...
In store shelf display technology for enhancing customer brand recognition
OzCHI '18: Proceedings of the 30th Australian Conference on Computer-Human InteractionCustomer brand recognition is a critical factor in the retail environment. Here, we tested two prototypes with ambient technology and gamification elements in a store shelf display for enhancing customer brand recognition. The first prototype focused on ...
Comments
Please enable JavaScript to view thecomments powered by Disqus.Information & Contributors
Information
Published In
June 2016
400 pages
ISBN:9781450341318
DOI:10.1145/2909132
- Editors:
- Paolo Buono,
- Rosa Lanzilotti,
- Maristella Matera,
- General Chair:
- Maria Francesca Costabile,
- Program Chairs:
- Paolo Buono,
- Maristella Matera
Copyright © 2016 ACM.
Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]
Sponsors
Publisher
Association for Computing Machinery
New York, NY, United States
Publication History
Published: 07 June 2016
Check for updates
Author Tags
Qualifiers
- Research-article
- Research
- Refereed limited
Conference
Acceptance Rates
AVI '16 Paper Acceptance Rate 20 of 96 submissions, 21%;
Overall Acceptance Rate 128 of 490 submissions, 26%
Contributors
Other Metrics
Bibliometrics & Citations
Bibliometrics
Article Metrics
- View Citations1Total Citations
- 230Total Downloads
- Downloads (Last 12 months)12
- Downloads (Last 6 weeks)3
Reflects downloads up to 15 Jan 2025
Other Metrics
Citations
Cited By
View all- du Toit PKruger CHancke GRamotsoela T(2017)Smart street lights using power line communication2017 IEEE AFRICON10.1109/AFRCON.2017.8095718(1581-1586)Online publication date: Sep-2017
View Options
Login options
Check if you have access through your login credentials or your institution to get full access on this article.
Sign in