Lighting: - it can enhance the in-store shopping experience and ensure that produce appears to its best advantage, thereby boosting sales. Yet the average supermarket has put lighting systems low on its list of priorities. With a plethora of new, energy-efficient options now on the market, it's time to reconsider - and to reformulate - the illumination strategy.
Elsevier Food International, Vol. 4, Number 1, February 2001
Vincent Hentzepeter

In a shopping environment where nom space is increasingly dominated by fresh produce, customising lighting systems is an integral part of in-store design. But not everyone is catching on to its importance, despite the fact that sticking to existing, often glaring, lighting systems may prove fatal in the long run. Fortunately, the conventional attitude to supermarket lighting is changing. Investment in lighting is no longer viewed as a waste of money, particularly in the full-service supermarkets, where sophisticated lighting is associated with the valuable feel-good factor. There was a time when asymmetrical neon lighting was the trend among the better supermarkets, a way to direct attention to the shelving (and thus the product) and away from the tiles. Such lighting is partly responsible for making full-service centres what they are today. But while supermarkets have moved away from this type of illumination, discounters have stuck - and are still sticking - to it. But it's not exactly the most attractive form of lighting, given that it distorts colours, is harsh and uninspiring. Today, such lighting is synonymous with low prices.
Accentuated lighting seems to be the newest trend, one that is fully taking shape in the US. Neon lighting has been replaced with directional lighting in the form of large, cup-shaped corona discharge lamps. With a radius Lighting of 40 centimetres, they're usually hung every 2.5 metres or so from the ceiling. This type of spotted lighting is more dynamic. According to Jasmijn Prinssen of the retail design agency Jos de Vries, a similar trend is hitting Europe. "The main difference is that the lamps in the US are hung much higher, which dims their overall effect. In Europe, lighting is hung lower, enhancing its spot effect."

Atmosphere accents
Another important difference between Europe and the US is that European supermarkets are adopting a new form of accent lighting, the so-called compact florescent lamps - also known as PLs. This is a sort of folded neon light that is hung, cup-like, in aisles, replacing traditional neon lights. Because they provide more light and better overall structure, PLs enhance a store's atmosphere, which of course has a positive effect on the consumer - and, so the design agencies tell us, lead to better sales. In tests, a display that is highlighted by large spotlights sees sales, but when the lighting is taken away, those sales drop. In the fresh food section, the trend is also toward accent lighting. In this case, whiter C-DMT lighting is often used for sales and displays, while the more mellow S-DWT lighting is hung above bread and vegetables. It is also not uncommon to combine the two, especially in the vegetable section. Yet it seems to be in the fresh departments in particular that supermarkets make the same old mistakes by illuminating different fresh produce, such as bread, vegetables and fish, with one and the same light. Stores that settle for the safety of this uniform solution run the risk of presenting fresh foods in an old, unappetising way.
To enhance presentation, food lighting supplier Bare offers a range of fresh-coloured fluorescent lamps designed for every sort of fresh food. The company also offers halogen-based spotlights and floodlights (with a broad conical light) which feature built-in filters that illuminate a wide variety of perishables brilliantly.
Modern design and a naked, industrial look have made their way into supermarket design.
Increasingly, white C-DMT lighting is being used for accents, particularly in the fresh food section. According to Prinssen, both Safeway and Tesco in the UK have adopted this style. But its application is not only limited to fresh foods. Says Prinssen, "the pared-down look translates into a sense of honesty, transparency and modernity."

Cost of ownership
The economic issue is another important aspect of lighting concepts.
It is clear that existing lighting systems may be operated at lower costs. Reviewing the total cost of ownership (COO) may result in a reduction of energy consumption and maintenance costs. Philips have therefore launched the concept of Smart Economics. One part is based on how to achieve the highest possible energy efficiency without compromising the quality of light. The other aims to improve the longevity of lights in order to ensure that group-replacements of lamps becomes both practically and economically viable. In terms of minimising the operating cost of lighting systems, it is particularly important to clean and replace lamps regularly; in the last stage of their lifespan, lamps burn less efficiently. Rather than letting them burn out, it is better to replace them en masse. In this way, light levels will remain consistently high, resulting in an better quality of light overall, and possibly in the elimination of extra lighting in the store.
Replacing traditional lighting systems with innovative, 'high-benefit' lighting goes one step beyond improving the operational aspects of existing systems. It also achieves substantial energy savings and a considerable reduction in heat production. As a consequence, air conditioning systems work less, which leads to further savings.
Some time ago, Philips launched the Master family, which comprises of three types of long lifespan, energy saving light sources. The Mastercolour COM lamp is an alternative to the frequently used quartz metal halide lamps. Compared to halogen lamps, quartz metal halide lamps are more efficient, produce less heat and last longer. Their distinguishing characteristic is that, when turned on, they take a few seconds to reach full brightness. According to Philips, the new Mastercolour COM lamp exceeds the performance of quartz metal halide lamps, both in terms of energy consumption and lighting quality. MasterPAR-E, meanwhile, is the second member of the Master family and is meant to replace sparkling halogen lighting in its existing fittings. The new reflector lamps are interchangeable with conventional (high voltage) reflector GLS lamps, making installation feasible for virtually any shop. Finally, Masterline ES Energy Saver offers high quality halogen lighting alongside 40 per cent energy savings and 40 per cent less heat production.
It would seem, then, that there are no excuses for not exchanging inefficient, uninspiring light systems for the altogether brighter alternatives.