The surge in online shopping has resulted in decreased customer presence in brick-and-mortar stores. To attract customers, retailers need to enhance the experiential value of their environments. Lighting plays a crucial role in creating appealing spaces and guiding customers.  Through a  comparative analysis of "Normal" and "Rituals" stores, this study examines how lighting differentiates retail environments, focusing on parameters like color temperature and intensity differences. In addition, a case study is conducted on "The Crystal Chandelier," a dynamic light art installation at Westfield Mall of Scandinavia, to analyze how it enhances the experiential value in retail highlighting the importance of dynamic visuals and color variations in creating immersive experiences. Specifically, the study investigates "Outside Insight," a skyspace created by James Turrell in Stockholm, using a mixed-methods approach. The research examines the lighting qualities of Skyspace and its potential to create an immersive retail environment. The findings suggest that strategic use of color transitions, illumination, and correlated color temperature variations can, enhance visual stimulation, and evoke energy and excitement. Moments of color stability promote comfort and deeper engagement with displayed items. These insights demonstrate the potential of perceptual light art in designing retail environments, particularly in the personal care retail sector.

Background - For the retail industry, the increasing adoption of e-commerce solutions have brought opportunities, but also challenges. As physical stores have to varied extent lost their importance, they can no longer solely compete on price or quality but can instead benefit from adopting an experiential marketing strategy. Experiential marketing acknowledges the consumer as rational and emotional, and focuses on how to engage the customer through value adding experiences. Swedish retailers face these challenges right now as an increasing share of all Swedish retail sales are made online. The body cosmetics industry makes up the second largest segment of Swedish e-commerce sales, but also holds some of the most prominent brands in offering store experiences, making it a competitive and interesting industry to explore from an experiential marketing perspective. Purpose - The purpose of this thesis is to explore how experiential marketing strategies impact customers’ perception of value within the body cosmetics retail industry in Sweden. The research fills a gap since no previous qualitative study has been made connecting experiential marketing with customer perception of value within this industry. Method - An exploratory study with and inductive research approach has been conducted to answer the research question. A multi-method qualitative research design, where the methodological triangulation builds on company and customer interviews, as well as observations to explore the topic and fill the research gap. The findings were analysed with an thematic analysis, in which the authors identified four themes. Findings and Conclusion - The findings result in four themes essential when using experiential marketing strategies to impact the customer’s perception of value; staff interaction, value co-creation, a unified strategy and a higher purpose. It is concluded that experiential marketing is a way in which companies positively can impact customer perception of value.