LIGHTING AND MIRRORS
FIELD STUDY BY THE UNIVERSITY OF OSNABRÜCK
What influence do lights and mirrors have on the shopping experience in retail outlets? This was the question asked by the University of Osnabrück in June 2018. The Faculty of Economics and Social Sciences, led by Prof. Dr. Jürgen Franke and Oliver Gussenberg, conducted a week-long customer survey in the Lengermann & Trieschmann department store in Osnabrück.
The focus of this study was purchase decisions made in the changing rooms. Seven changing rooms in three different departments of the store were equipped with lyz for fashion mirrors to find out whether and to what extent lighting and mirrors effect the decisions that customers make.
STUDY STRUCTURE AND METHODOLOGY
- Study period: 11th to 19th June 2018
- Selection of 3 changing room areas in departments with high footfall – of these 3 areas, half of the rooms were equipped with the innovative lyz mirror.
- The study was made up of 2 phases
- During the first phase, consumers were observed. The use of the changing rooms equipped with lyz for fashion was noted down.
- Based on this observation, the customers were interviewed during the 2nd phase. This involved a comparative survey (structured questionnaire) being carried out in both changing rooms. The first questions were generally related to the changing rooms they had used with / without lyz. This was then followed by an explanation of the functions so that specific questions could be asked about the lyz mirror.
RESULTS OF THE STUDY
- The rooms equipped with lyz scored far better than conventional changing rooms. 44% of the customers rated the changing room with lyz as very good, while another 38% rated it as good.
- When we look at a direct comparison, noting that the rooms were identical aside from their mirrors, 77% of those surveyed liked the changing rooms with lyz mirrors significantly more than rooms with conventional mirrors, regardless of their age and gender.
- Changing rooms with lyz were rated as having a better atmosphere, better lighting and mirror, and the extent that the mirror helped in selecting textile colours was better than the changing rooms without lyz.
- 83% of those surveyed found that the garments they tried on looked better in the lyz changing rooms. The selectable functionality was also rated as being very useful and increased the perceived attractiveness of the changing room as a whole.
- 66% of buyers really liked the ability to change between different lighting scenarios, while another 23% liked it. If only looking at the female respondents, 71% really liked this function.