Lighting plays a key role in making shopping a sensory experience. It perorms anumber o tasks, rom acilitating orientation through accentuating displays to present-ing merchandise in a suitable light. Given its capacity or dramatic eect, articiallighting is an exceptionally eective instrument or boosting sales perormance – notonly or individual retail outlets but also or shopping malls and department storesalesrooms. Light creates atmosphere, directs attention to merchandise, supportscustomer guidance systems and underlines brand image. Lighting that is harmoni-ously integrated into the overall design o a store actively attracts shoppers into thepremises. Light also helps remove certain entry barriers, extends the shopper's lengtho stay in a store and stimulates consumer activity.However, lighting is also a major operating cost or a retailer, accounting or 25percent o total energy costs in the ood trade and no less than 62 percent in thenon-ood trade. Hence the increased demand or (energy-)ecient lighting solutions– because energy is going to be a scarce and costly commodity in the long term. Sothere are two reasons to optimise energy input: to conserve available resources andminimise climate-relevant impacts, on the one hand, and to lower energy costs or agood business result, on the other.Sustainability is developing into a core issue or our society. People are becomingincreasingly aware o their social and environmental responsibility. That awarenessis ostered not only by reports o natural and environmental catastrophes and risingenergy prices but also by an appreciation that the Earth's natural resources are nite.The term "sustainability" comes originally rom orestry, where it means managingresources so that the orest can regenerate naturally and retain its essential char-acteristics. Applied to business activity, it means the need or an enterprise to meetenvironmental challenges while also taking account o economic and social aspects.Because o the growing call or sustainable corporate management rom society andconsumers, its implementation ensures long-term economic success.But a coat o green paint is not enough. To meet customer expectations o credibilityand sustainable development, companies need to position themselves as prudent,resource-saving actors. Energy-ecient operation is only one acet o the drive orsustainability but it is an area where ecology and economy can be reconciled particu-larly well. So it is not surprising that numerous energy-eciency, pro-environment andclimate protection projects have already been launched across the wholesale andretail trade – and that minimising energy consumption or lighting gures prominentlyamong them.Ljiljana RakitaEHI Retail Institute
[Cover]Shop lighting presents major chal-lenges or the lighting designer. Simulations andrenderings are a big help.Light is an important tool in shop design.It helps make shopping a sensory experience.