The Effect of Shop Lighting on Customer
Behavior (Dressing Room)
Ranim M. Alsaleh, Huda M. Yaghmour, Sarah A. Khorshed,
Emad Mushtaha, and Ali El Amaireh
Abstract
It is believed that lighting in fitting rooms can influence
customer behavior and intention. It can particularly affect
their decision as to whether or not to buy the clothing they
are trying. Therefore, it is important to know which types
of lighting solutions are preferable and which will make
customers feel comfortable and relaxed. This study is
conducted to test the effect of light on customer behavior
and emotion. To come up with a result a visit has been
made to the Mall of Sahara Center as a sample area,
where three different fitting rooms in three different stores
(Zara, Matalan, and Mango) were selected. Assorted
measurements of luminous light were taken to find the
average illuminance in lux (lx). Also, customers were
interviewed throughout the field of experiments and were
asked if they were satisfied or not with the light in each
fitting room. An online survey of total 80 participants
from different ages has been conducted. Then using the
collected data, a simulation was conducted by using Revit
software to ascertain the ideal scenario for ideal fitting
room lighting that would satisfy customers and provide a
comfortable environment during the shopping process.
Results showed that most customers preferred the lighting
in Mango because it did not affect the way they see
clothes and it made them feel more comfortable under its
shade. Furthermore, customers preferred frontal lights
more than overhead lights as the light will not be reflected
on the internal mirror and make the customer feels
uncomfortable.
Keywords
Light Á Customer comfort Á Dressing room Á Lux
1 Introduction
1.1 Research Background
It is commonly believed that clothing store dressing rooms
influence shoppers when making decisions about their purchases, influencing the process either negatively or positively resulting in enormous effects on sales rates. Most
retailers spend more money on their store’s atmosphere and
design to attract customers’ attention which would invite
them to their stores. Unfortunately, it has been noticed that
many of these retailers neglect caring for the dressing room
environment and design, which in turn creates a negative
effect on sales.
Some interior designers agree that retailers overlook the
dressing rooms despite the knowledge that these spaces can
influence consumer behavior, while some believe that this is
done on purpose to distract customers from the flaws, mistakes, or colors of some items. It is also known that consumer behavior is affected by the atmosphere of the store
environment. It puts customers off and causes them to leave
the store or to stay away if the environment is negative. In
contrast, a pleasant atmosphere improves the customer’s
mood and potentially increases a store’s profit.
Lighting designers point out that a store’s illumination
solutions can change how people perceive and experience
the space. Retailers also use light as an element to create
positive store experience.
In retail lighting studies, researchers found that lighting
used as an environmental stimulus affects product evaluation, and can greatly enhance or hinder the store’s atmospherics and the consumer’s shopping experience.
R. M. Alsaleh Á H. M. Yaghmour Á S. A. Khorshed Á E. Mushtaha
Department of Architectural Engineering, College of Engineering,
University of Sharjah, Sharjah, UAE
A. El Amaireh (&)
College of Design, American University in the Emirates, Dubai,
UAE
e-mail: aliamaireh22@hotmail.com
© Springer Nature Switzerland AG 2020
M. Mateev and J. Nightingale (eds.), Sustainable Development and Social Responsibility—Volume 1,
Advances in Science, Technology & Innovation, https://doi.org/10.1007/978-3-030-32922-8_21
215
Behavior (Dressing Room)
Ranim M. Alsaleh, Huda M. Yaghmour, Sarah A. Khorshed,
Emad Mushtaha, and Ali El Amaireh
Abstract
It is believed that lighting in fitting rooms can influence
customer behavior and intention. It can particularly affect
their decision as to whether or not to buy the clothing they
are trying. Therefore, it is important to know which types
of lighting solutions are preferable and which will make
customers feel comfortable and relaxed. This study is
conducted to test the effect of light on customer behavior
and emotion. To come up with a result a visit has been
made to the Mall of Sahara Center as a sample area,
where three different fitting rooms in three different stores
(Zara, Matalan, and Mango) were selected. Assorted
measurements of luminous light were taken to find the
average illuminance in lux (lx). Also, customers were
interviewed throughout the field of experiments and were
asked if they were satisfied or not with the light in each
fitting room. An online survey of total 80 participants
from different ages has been conducted. Then using the
collected data, a simulation was conducted by using Revit
software to ascertain the ideal scenario for ideal fitting
room lighting that would satisfy customers and provide a
comfortable environment during the shopping process.
Results showed that most customers preferred the lighting
in Mango because it did not affect the way they see
clothes and it made them feel more comfortable under its
shade. Furthermore, customers preferred frontal lights
more than overhead lights as the light will not be reflected
on the internal mirror and make the customer feels
uncomfortable.
Keywords
Light Á Customer comfort Á Dressing room Á Lux
1 Introduction
1.1 Research Background
It is commonly believed that clothing store dressing rooms
influence shoppers when making decisions about their purchases, influencing the process either negatively or positively resulting in enormous effects on sales rates. Most
retailers spend more money on their store’s atmosphere and
design to attract customers’ attention which would invite
them to their stores. Unfortunately, it has been noticed that
many of these retailers neglect caring for the dressing room
environment and design, which in turn creates a negative
effect on sales.
Some interior designers agree that retailers overlook the
dressing rooms despite the knowledge that these spaces can
influence consumer behavior, while some believe that this is
done on purpose to distract customers from the flaws, mistakes, or colors of some items. It is also known that consumer behavior is affected by the atmosphere of the store
environment. It puts customers off and causes them to leave
the store or to stay away if the environment is negative. In
contrast, a pleasant atmosphere improves the customer’s
mood and potentially increases a store’s profit.
Lighting designers point out that a store’s illumination
solutions can change how people perceive and experience
the space. Retailers also use light as an element to create
positive store experience.
In retail lighting studies, researchers found that lighting
used as an environmental stimulus affects product evaluation, and can greatly enhance or hinder the store’s atmospherics and the consumer’s shopping experience.
R. M. Alsaleh Á H. M. Yaghmour Á S. A. Khorshed Á E. Mushtaha
Department of Architectural Engineering, College of Engineering,
University of Sharjah, Sharjah, UAE
A. El Amaireh (&)
College of Design, American University in the Emirates, Dubai,
UAE
e-mail: aliamaireh22@hotmail.com
© Springer Nature Switzerland AG 2020
M. Mateev and J. Nightingale (eds.), Sustainable Development and Social Responsibility—Volume 1,
Advances in Science, Technology & Innovation, https://doi.org/10.1007/978-3-030-32922-8_21
215