CDM WARM BROSUR

Case study CDM Warm Bakkerij Voncken Landgraaf, the NetherlandsCDM Warm Location Philips Lighting 2012-0209_case study_Voncken.indd   1 31-05-12   11:28

The use of CDM Warm lamps in the Bakkerij Voncken  (Voncken Bakers) shop in Landgraaf, the Netherlands, has -  according to owner Frans Voncken - helped increase turnover  by creating a “bright and sparkling sea of light” in which bread,  cakes and even of the interior of the shop itself look “fantastic”.  MASTERColour CDM-T/TC   Warm 70W/925  The new-generation Philips MASTERColour CDM-T/TC Warm lamps create an appealing, warm atmosphere while saving signifi cant amounts of energy. With their unique low color temperature (2500K) they generate a sparkling yet mellow ambience which is perfect for bringing out the best in breads, furniture and other goods with rich, red/brown tones. Yet other colors also come across extremely well thanks to a CRI of 92. The CDM-T/TC Warm is also characterized by a very low cost of ownership. The initial price is lower than standard SDW alternatives, while the effi cacy (about 90 Lumens per Watt) is almost twice as high and the expected lifetime considerably longer (15,000 hrs). You therefore get a beautiful, rich light while saving tens of euros every year, per lamp, in running costs. NEW 2012-0209_case study_Voncken.indd   2 31-05-12   11:28

Voncken sees CDM Warm   drive up sales in refurbished  Landgraaf shop Background The current Voncken Bakers owner, Frans Voncken, took it over from his parents in 1993, and is now the fourth generation Voncken to have run the company since its creation in 1907. Voncken Bakers have experienced exponential growth since  Frans Voncken took over 19 years ago. Then there was one single bakery and three employees; today there are approximately 120 people working in 14 outlets in the Dutch province of Limburg.  After acquiring six shops from a competitor in 2008, the challenge was to give them the same look and feel as the other Voncken bakeries. Solution “In 2010 we refurbished one of these new shops in Heerlen together with Emondt interior designers,” says Frans Voncken. “We have our own clear housestyle; we want people to know right away they are  in one of our shops. We managed to do that in Heerlen, but the SDW-TG lamps which were used there started losing their  effect over time.” When it was time to carry out refurbishment of another shop in Landgraaf in early 2012, Emondt recommended a new kind of lighting from Philips; the CDM Warm. “We make the lighting plans and supply the lighting solutions for Emondt,” says Richard van Plaggenhoef of Powerlight. “We considered the CDM Warm as an excellent  alternative to SDW-TG. It is better in terms of lifetime, lumen maintenance as well as amount and quality of light. With its low color temperature of 2500K it also gives a very warm ambience.” “The shop in Landgraaf was almost identical to the one in Heerlen  we had renovated in 2010, but the difference in lighting was incredible,” says Mr. Voncken. “It was a sea of light. So bright and sparkling. Our bread and cakes look fantastic, as does the interior. These lamps bring out the best in what we sell.” The Philips CDM Warm lamps are positioned above the counter  and shelves where food is on display. “They definitely emphasize the red and brown tints,” he continues. “But it’s not overdone. I’ve seen other lamps which make apples too green and bread too brown and  it doesn’t look natural anymore. And over time the effect only became more exaggerated. With these Philips lamps it’s different; the bread looks golden brown and very appealing. When we make a fruit cake with a gelatin coating you can almost see your reflection in it.  You really notice the colors in the fruit. I’ve never seen that before with other lamps.” Originally there was only LED strip lighting above the sitting area where customers can have a drink and something to eat, but during the refurbishment CDM Warm lamps were also added there.  “They create a kind of openness, I’m very pleased with the end result,” adds Mr. Voncken. Fast Facts Customer Bakkerij Voncken  Location Landgraaf, the Netherlands Philips products CDM Warm 70W / 925 Project in partnership with Emondt interior designPowerlightKeylight 2012-0209_case study_Voncken.indd   3 31-05-12   11:28

©2012 Koninklijke Philips Electronics N.V. All rights reserved.  Document order number: 3222 635 67021 Frans Voncken is so impressed by the impact CDM Warm has made  in his Landgraaf outlet that he wants to make changes in other locations as well. “This year we might refurbish one or two other shops, and they will definitely get CDM Warm,” he says. “Before that, I want to change the lighting in three other shops where these new lamps can be a directly placed into the existing luminaires.” He is also convinced that having the right lighting in place has contributed to higher turnover. In a refurbished shop sales generally increase, yet in the three months since the refurbishment in Landgraaf the turnover has risen in excess of 25%; far greater than normal.  “I’m sure the lighting has played a role in that,” says Mr. Voncken. “Lighting is extremely important; it should never be an afterthought.  It helps you create an experience which is better and more appealing.” For other case studies, please visit:  http://www.philips.com/solutions 2012-0209_case study_Voncken.indd   4 31-05-12   11:28