Humans are like insects!

Musings from Dennis #41: Whether it’s the Rockefeller Center Christmas Tree in NYC, or the fabulous Hong Kong skyline at night, or the Muslim or Hindu festive street lightups in Singapore, one cannot deny the fascination we all have with lights, especially now with the holiday season all around the world! Standing for a good 30 minutes one day when I was at Takashimaya, I observed that shoppers instinctively (yet unconsciously) walked towards the brightest part of the store and at that time, the Hello Kitty and Mickey counters were most brightly and delightfully lit and sparkling with spotlights. Even when I go shopping with my wife I noticed to my dismay how she always start to wander towards the lit showcases of the jewellery stores! It is such a natural thing yet many times when we set up permanent brand areas or pop up shops we forget about the lighting elements that would make a difference to becoming really attractive to the shopper – and helping to drive further retail sales with this simple yet effective technique.