Shop lighting integrates digital beacon technology
At this year’s EuroShop trade fair in Düsseldorf, Osram will showcase its most recent developments for product presentations in retail outlets. In brick-and-mortar stores, lighting is crucial for presenting products and is therefore a key factor in the customer’s overall shopping experience. On top of its lighting prowess, Osram can also contribute digital expertise, thus enabling retailers and brand manufacturers to carry the advantages of online trading over to brick-and-mortar stores.
Beacon technology, which is integrated into the lighting installation, enables customers to receive personalized marketing messages via their smartphones while they are in the shop. EuroShop is the leading trade fair for the retail sector and will be held in Düsseldorf from March 5 to 9. Osram will be at booth C59 in Hall 9.
At this year’s EuroShop, Osram will be presenting light management systems that businesses can use to create a range of moods and impressions without necessarily having to change their lighting installation. Both direct and indirect white or colored lighting can brighten up presentations with adjustable color temperatures – whether using shelf lighting, illuminated ceilings, or counter lighting. With Osram’s light management system Lightify Pro, the lighting can be controlled via an app and can also be adjusted as required using wall switches.
Osram Opto Semiconductors will also be showcasing its broad portfolio of LED components for the development of modern, efficient, and specialized lighting, from chipon-board- to powerful individual LEDs. The quality of the light is at the forefront here, regardless of whether the aim is to make colors appear particularly saturated and white to be very bright, as is often required for textiles, or to use appropriate LED lighting to show various food groups, such as meat, fish, fruit, or bread, to their best advantage. In any case it is important that the lighting conditions are perceived to be homogeneous, with regard to both the ambient lighting of a room and the presentation of goods. New TEN° binning from Osram Opto Semiconductors enables an unprecedented degree of color consistency for white LEDs, which are used for example as single-LED light sources in spotlights and downlights.
Retailers can use positioning by Osram’s Einstone beacons to offer local services: navigation within the shop, product information, loyalty programs, and app-driven information on promotional campaigns.
Osram will also be unveiling an end-to-end solution for the digitalization of brick-and-mortar retail based on its Einstone beacon technology, which is integrated into the shop’s own lighting. The focus here is on using an in-depth understanding of the customer as the basis for creating an outstanding shopping experience. Visitors can also find out about additional applications in the field of location-specific services using Einstone. For example, one application uses speech output to enable people who are blind or visually impaired to find out more about the products on display. Osram’s activities at EuroShop will be rounded off by demonstrations relating to the localization of goods and objects as well as location based feedback.