2008-03-01
Royal Philips Electronics (NYSE:PHG, AEX:PHI) has installed MASTERColour CDM Elite lamps to stunning effect within selected House of Fraser stores.
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F A S T F A C T S
The partnership between Philips Lighting and House of Fraser guarantees that only Philips lamps will be supplied to stores.
Industry
Retail
Customer
House of Fraser
Lighting products
35 and 70 Watt MASTERColour CDM Elite lamps
Benefits
· Reliability of lamp performance
· Lumen maintenance of 80%
· Predetermination of end of life
· Better colour rendering properties
The Background
As one of the UK’s favourite department stores, House of Fraser has a long established reputation for offering the world’s most famous brands. As choice and competition increases on the high street, it is crucial that retail displays and visual merchandising continue to attract consumers.
The Challenge
As Mike Clare, Head of Engineering at House of Fraser, explains, “We want to treat our customers as if they were guests in our own home. Lighting can help us to do this by creating the right ambience in store. This it is particularly important for our fashion collections. One of our prime considerations is that the lighting we use gives a true representation of daylight. After all, our customers shouldn’t have to go outside to check the real colour. MASTERColour CDM
Elite gives us the confidence that they don’t have to.”
The Solution
A mix of MASTERColour CDM Elite 35 and 70 Watt lamps were used in 3 prime House of Fraser locations: Croydon’s Centrale shopping mall, the flagship store in London’s Oxford Street, and the City store in King William Street, also in the capital. Installation of the new lamps was carried out within the space of just two weeks to minimise any disruption to busy trading hours. Such has been the success of these 3 stores that the relamping and switch over to MASTERColour CDM Elite will be rolled out across an additional 20 stores during 2008.
The Partnership
The partnership between Philips Lighting and House of Fraser has been developed further to the extent that only Philips lamps will be supplied to stores. This means that product consistency and performance reliability can be enjoyed across the entire House of Fraser portfolio. In addition, since Philips wide range of lamps caters for the majority of application requirements within store, House of Fraser no longer needs to source from multiple suppliers.
The Benefits
Consistent Light Quality - One of the key benefits of MASTERColour CDM Elite is its unique combination of unbeatable light quality and consistent performances over lifetime. This impacts not only on the purity of colour of the fabrics, but also on store image. MASTERColour CDM Elite lamps have a lumen maintenance of 80% in comparison with conventional lamps of only 50%.
As Peter Doherty, General Manager, of House of Fraser Oxford Street explains, “We need to know that our stores will look attractive and inviting at all times so that our customers have a consistent shopping experience each time they visit. Ultimately an attractive store will encourage shoppers to browse and shop for longer. MASTERColour CDM Elite lamps give us that assurance as their quality and reliability are exceptional.”
Reliability of lamp performance also offers the opportunity to predetermine end of life allowing the potential for a group lamp replacement strategy to be put in place. This is generally the most cost-effective approach since it identifies the optimum time to replace all of the lamps at one time - calculated on the basis of making the most efficient use of the lamps and maintenance staff.
Colour Integrity - Maintenance benefits apart one of the prime aspects of MASTERColour CDM Elite is the potential influence it has on store trading. Trends, particularly in fashion, are forever changing none more so than in the colour palettes chosen for each season. Therefore, the excellent colour rendering properties of the lamp comes into its own here. This is particularly important during the autumn and as the winter months draw in. As the reliance on artificial light increases, so does the need to get as close to daylight as possible to maintain colour integrity. Not only do the clothes look vibrant and attractive on display but customers can purchase them knowing they will not be disappointed by any unexpected colour variation when they return home. Since adopting MASTERColour CDM Elite House of Fraser has now seen a reduction in goods being returned. As Peter Horrix, Director of Store Development, sums up, “We’re really pleased with the visible change that MASTERColour CDM Elite has brought to our business but more importantly so are our customers – and that has to be the key indicator of its success.”
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Source: Philips |
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