Light is directly related to the retailer's marketing mix. Light along with proper interior design becomes a marketing tool. Even though lighting is only considered a part of a complete interior space, it is one of the most innovative and important components of a retail establishment. Lighting is the jewel on the crown. It is because lighting has become multifunctional.
Proper lighting indicates that the retailer is open and welcomes the customers.
Once that customer is inside, lighting functions to appraise the merchandise in a way that attracts attention, hopefully leading to successful business transactions. Fortunately, achieving adequate lighting solutions that comply with a given retailer's image is easy, especially considering the array of products now available to lighting designers. There are two main approaches to the lighting requirements of retail stores selling higher-priced merchandise. The employment of carefully placed Fixed Lighting Systems, such as monopoint or integrated recessed luminaires, provide specific task illumination to highlight the shopkeepers wares. The positioning of the luminaries depends on the store layout, although the luminaries can rotate and swivel to some degree.