A retail store’s window display is its chance to tell a story about its brand. It’s also a teaser that can entice passers-by to visit.
The best window displays entice the right kind of customers. Look for a window display company that has a strong creative vision that aligns with your brand.
Collaborative Approach
In a time when people seem to be spending less and less time on the high street, the window display is still an important aspect of the shopping experience. It’s a unique form of advertising that defines the store, gives the customer an idea of what the brand is all about and often plays a huge part in whether customers will walk in or walk away.
The window is also a great way to promote in-store services. For example, by sharing that the store offers free in-store cash machines, takeaway coffee or professional measuring and fitting, it can help to increase footfall and enhance the customer experience.
As a result, it’s important to have a good understanding of your retail store’s target customer and how to appeal to them. You can do this by creating buyer personas to guide you when it comes to the marketing strategy for your store and its windows.
The window displays should also be synchronized with in-store promotions to further enhance the effectiveness of the campaign. For instance, if you have a sale on a particular product in your store, make sure that the window display communicates this in a creative way to get attention and encourage customers to walk into the store. You can also use quick response codes in your store window display to link to relevant ecommerce pages or product information.
Creative Vision
Visual merchandising can be a powerful tool for increasing foot traffic and sales. The right team can help create a captivating window display that will intrigue customers and set the tone for a branded customer experience before anyone even enters your store. It’s important to communicate clearly with your team about what you want to accomplish and how you expect your audience to react. This allows you to align your window display with the season or other trends, which can bring in new customers who are interested in the products featured.
One way to do this is by creating thematic scenes in your window displays that tell a story or evoke an emotion. This is what Sheet Society did in its Armadale, Australia, storefront, with a beautiful bedroom scene that shows the versatility and appeal of their bedding and home accessories.
You can also use a variety of techniques to control where a passersby’s eyes go, such as by using a visual block (an object or panel that forces customers to look at a specific area) or framing (using a graphic to draw attention to a product). Having a clear vision for your retail window displays is key to making sure they’re effective and that you get the results you need. This includes leveraging software that can measure foot traffic and identify which window displays work best for you.
Transparency
A retailer’s window display is one of its most effective tools for attracting customers. It’s an opportunity to showcase new products, highlight promotions, and help people differentiate their store from the competition.
However, achieving success with window displays requires a lot more than just selecting the right products to feature. There are other factors like merchandising techniques, focal point, optical balance, grouping style and depth that must be considered to create compelling retail windows.
The key to capturing shoppers’ attention with your retail window display is to be creative but not to overdo it. If your window is too busy, it can make people feel overwhelmed and discourage them from entering your store.
Another important aspect of a successful retail window display is to tell a story. A good story can draw people in and create a sense of anticipation and mystery for what they might find inside. This is especially important for stores that offer ecommerce.
Another great way to engage with shoppers through your retail window is by using quick response (QR) codes. These are barcodes that can be scanned with a smartphone and share a link, open a phone number, or send a plain text message. Retailers such as Rose City Goods use QR codes in their windows to allow shoppers to purchase products even when the store isn’t open.
Experience
As the first line of interaction between a store and a consumer, window displays are not only a brand’s first impression on potential customers, but also a platform to communicate its message and identity. With their ability to entice and engage shoppers, window displays should always be adapted to fit the season, products on offer and other relevant factors to ensure they remain fresh and compelling.
The key to designing an effective window display is understanding your target audience and what motivates them to buy. Having defined buyer personas is crucial as this allows retailers to plan and create engaging windows that will appeal to their target market. For example, during summer, H&M will feature outfits that can be worn at popular music festivals like Coachella to entice young consumers to visit the store and purchase these items.
A good window display should be a mix of product, props and storytelling to attract shoppers. The use of unique structures, mannequins dressed in the latest trends and even interactive digital screens can add a sense of mystery and excitement to your display. This is a great way to increase customer engagement and encourage them to walk inside to experience your products.
In addition to changing the display regularly, it is also important to measure your performance. This allows retailers to spot seasonal trends and analyse their impact on footfall and sales.