A lighting device for highlighting a first product over a second product placed in a first and a second section respectively of a store fixture, display or shelf to draw a shopper's attention to the first product , the lighting device comprising: - a first segment arranged for providing a first light output for illuminating the first product , - a second segment , to the first segment , arranged for providing a second light output for illuminating the second product , wherein the lighting device is comprised in a housing , the housing arranged for attaching the lighting device to the store fixture, display or shelf such that the light emitted by the first segment reflects of at least a shopper facing portion of the first product - a sensing device arranged for sensing a magnetic field and to generate a signal indicative of the presence of the magnetic field, wherein the sensing device is a magnetically operable switch, and wherein the housing provides a region to receive a magnetic key card; and the sensing device is arranged for sensing the magnetic field when the magnetic key card is provided in the housing, and the generation of the signal, by the magnetic key card, indicative of the presence of the magnetic field corresponds to the activation of the magnetically operable switch; - a controller arranged for changing an operational mode of the lighting device from a normal lighting mode to a highlighting mode based on the signal indicating presence of the magnetic field; wherein in both the normal lighting mode and the highlighting mode, the first segment and the second segment provide illumination, and wherein in the highlighting mode, the first segment highlights the first product over the second product , - a first segment arranged for providing a first light output for illuminating the first product , - a second segment , to the first segment , arranged for providing a second light output for illuminating the second product , wherein the lighting device is comprised in a housing , the housing arranged for attaching the lighting device to the store fixture, display or shelf such that the light emitted by the first segment reflects of at least a shopper facing portion of the first product - a sensing device arranged for sensing a magnetic field and to generate a signal indicative of the presence of the magnetic field, wherein the sensing device is a magnetically operable switch, and wherein the housing provides a region to receive a magnetic key card; and the sensing device is arranged for sensing the magnetic field when the magnetic key card is provided in the housing, and the generation of the signal, by the magnetic key card, indicative of the presence of the magnetic field corresponds to the activation of the magnetically operable switch; - a controller arranged for changing an operational mode of the lighting device from a normal lighting mode to a highlighting mode based on the signal indicating presence of the magnetic field; wherein in both the normal lighting mode and the highlighting mode, the first segment and the second segment provide illumination, and wherein in the highlighting mode, the first segment highlights the first product over the second product , <EOS>