• Retail lighting from Philips Lighting lets retailers deliver location-based services to delight in-store digital shoppers
• New Philips Day-Brite LED Linear Suspended LBX boosts growing Philips’ indoor positioning portfolio
• Location-based services are key to increased consumer adoption of retailer apps according to study

Somerset, NJ – Philips Lighting, a Royal Philips (NYSE: PHG, AEX: PHIA) company and global leader in lighting, today announced it has expanded its innovative LED connected lighting indoor positioning system in North America. At the LIGHTFAIR International tradeshow in San Diego, the company announced a new luminaire, the Philips Day-Brite LED Linear Suspended LBX, adding to its award-winning indoor positioning portfolio, which has been deployed successfully with retailers Carrefour in France and aswaaq in the Middle East. The energy efficient lighting system enables retailers to provide location-based services to shoppers’ smartphones to help boost sales, drive operational efficiencies and increase customer loyalty.

The Philips Day-Brite LED Linear Suspended LBX is a connected luminaire, capable of being integrated into the Philips’ indoor positioning system – where individual light points transmit their location through a modulation of light (using a technology called Visible Light Communication) that is imperceptible to the human eye but not to a smartphone camera. Upon downloading and switching on a retailer’s app, shoppers can access location-based services, for example, to plot the optimum route through the store to get items on their shopping list or to access product information or special offers and discounts.

In addition, the new LBX provides the right light, ensuring evenly lit merchandise from the top shelf to the bottom shelf, while improving energy efficiency by 25% compared to conventional lighting. By being connected, retailers can simply adjust the fixture’s lighting levels to best match store activity levels, driving further energy savings.

“We are not just providing energy efficient LED lighting but the next generation of indoor positioning technology to help retailers keep up with the demands of modern shoppers,” said Amy Huntington, President of Philips Lighting Americas. “Around the world, we have already delivered on projects that demonstrate the potential of the Philips LED-based indoor positioning system and location analytics. It’s clear that shoppers want and expect these innovations, and we have an unmatched ability to deliver end-to-end systems and services that empower retailers to deliver them.”

A recent Philips study revealed that more than 50% of retail consumers in the US plan to use in-store retail apps powered with location-aware features. This research identified a particular demand for location-aware retail apps for DIY customers, with usage of such apps predicted to grow from 19% today to 57% in the future.

“Philips Lighting has added a new suspended luminaire in North America to its expanding indoor positioning portfolio. In March, at the Light and Building trade show in Frankfurt, it demonstrated the ability to provide location-based services indoors to an accuracy of around 15-30cm, which greatly improves upon alternative location-based technologies such as beacons and GPS,” said Paul Bremner, Senior Analyst (Lighting) at IHS.

To support US retailers in the rollout of location-based services, Philips provides an offering in partnership with Aisle411, a leader in digital store mapping, product search and analytics. Philips also works with partners on retail app development, and provides the Philips indoor positioning software development kit, as well as technical backend and implementation support.