LONDON, ENGLAND - NOVEMBER 26: Shoppers walk through Burlington Arcade past the Christmas themed window displays in Piccadilly on November 26, 2009 in London, England. (Photo by Ian Gavan/Getty Images)

Lighting, temperature and décor are the most important factors to shoppers when they are choosing where to shop, a new report reveals.

Business finance provider Liberis surveyed 1,000 consumers about their attitudes to physical retail stores, and how ‘atmospheric variables’ affect where they shop.

In the study, which touches on aspects the consumer can see, hear, touch, and small, Liberis found that shoppers are more attracted to stores in modern buildings, with signage in a clear font, featuring white walls, with a clean smell and quiet music.


Natural daylight and room temperature were also preferred.

In terms of decoration, consumers favoured cultural references, followed by retro decorations, ‘quirky features’ and neon lights.

Unpopular features included low light levels, especially when this made it difficult to see the quality of products.

The study also found consumers were attracted to store changes.

More than four out of five (83 per cent) of respondents said that they would visit a store if it had been recently refurbished as was aesthetically pleasing, with 41 per cent saying they would be more likely to become a repeat customers.

“Consumers now more than ever have come to seek pleasure within the process of shopping and will desire satisfying experiences for the entire process of shopping,” says Dr Wssim Ahmed, lecturer in digital business at Northumbria University (as reported by Retail Design World). He continues: “A good environment is likely to improve the mood and psychology of a consumer potentially leading to increased spending.”

While jewellery retailers have to think about elements other stores may not, such as lighting that is not just bright but the right colour to show the sparkle of a diamond, it’s important for all businesses to think about each and every element of the consumer journey. What’s the first thing they will see when they set sight on your store? What will they smell when they walk through the doors? Will it be warm enough for them to want to stay inside?