There has been a paradigm shift in the lighting industry brought by a fundamental change in technology of using solid-state lighting so called light emitting diode (LED). This digital technology brings new benefits such as long LED lifespan but It also results in new competition from the LED entrants from non-lighting background. Against this treat, traditional lighting manufacturers have to move upwards into the solution market and focus in new application areas such as the supermarket aisles. At the same time, supermarkets are experiencing very high market competition as a result of the market saturation. Brands have to continue to innovate and differentiate to gain a competitive advantage. Increasingly shoppers are more demanding in their shopping experience. Ultimately, a supermarket experience is about convenient. The analysis suggests lighting has to be seen in the holistic system; shopper wants to conveniently seek a product. A convenient buying experience need not be functional in a supermarket. The taste in the products is motivated by personal emotions. The concept is to help users seek products in the supermarket easily by recommendation. The recommendation is given in accordance with the user’s emotion input into the smartphone. Thereafter, LED light strip on the product shelf will light if a product matches the users profile. The encounter between product and light create an element of surprise that allows user to seek product emotionally.