Why is a Window Display Important?

An eye-catching window display can encourage people to come into your store, when otherwise they might have simply walked past. It is arguably THE most important marketing tool you possess, in terms of turning passers-by into customers.

As a business, the benefits of visual marketing are plentiful. High street stores are up against stiff competition from their online rivals. A survey by Statista revealed that e-commerce stores are expected to have a 30% share of the December sales revenue in the UK.

Window display

© gpointstudio / Adobe Stock

When it comes to the high street versus the online marketplace, 8.7% of British consumers say they are likely to do all of their Christmas shopping online. The study also found that the average person in the UK is expected to spend between £500 and £700 on Christmas gifts in December.

For brick-and-mortar stores, the goal should not only be to lure shoppers in with an attractive window display, but also to encourage people who are shopping online to come back to the high street. After all, nothing can beat the attraction of having the actual goods at your fingertips, particularly where colour matching and new fragrances are concerned.

Your window display is important all-year-round and not just at Christmas – so take time to consider your approach before you begin the task of reworking your shopfront.


Before you begin

Some basic rules for creating a good shop window display, regardless of the nature and size of your retail business, should always begin with knowing your budget and establishing your goals.

One of the most important things to consider is the positioning of key items at eye level, where they are going to instantly grab the attention of passers-by. Your window display should be sufficiently targeted to entice the right people – but not so specific that it will alienate potential shoppers. You must try to strike the right balance.

Stay away from clichés – they can look dated and like no thought whatsoever has gone into your display. For example, at Halloween, it may be easy to put pumpkins or ghouls in the window, but it can appear superficial. It’s been done so many times that shoppers don’t even notice any more.

Avoid clutter – although it’s tempting to pack as many of your products as possible into the display, so people can see exactly what you have on offer, just don’t do it! The window area can look cluttered and chaotic, creating exactly the opposite effect of what you’re aiming to achieve.


Window display theme

A memorable display will engage the consumer and help to drive sales. The window display must showcase not only your brand, but also the lifestyle behind it. Choose a theme that shouts out your unique personality.

The best window displays have a “wow” factor powerful enough to engage passers-by and make them stop and decide to take a look inside your store. Take into account your target audience and the message you’re aiming to convey.

Study your product range and the special offers you wish to promote. Are you advertising a new seasonal range that’s just come in – or are you promoting a sale and aiming to convince shoppers you have the best bargains on the high street?


Tell a story

According to research published in The Journal of Marketing Theory and Practice, a good window display will tell a basic story. Brands who used this strategy said plot development in their advertising campaign fared better than a one-off, stand-alone campaign, with no real depth or meaning.

For example, Harvey Nichols, in the Mall of the Emirates, caused a huge stir with its Hot Stuff campaign, which featured a singe mark on the ceilings and faux burns on the walls! The story was that the new range was so hot, it burned everything it touched. Love it!

Tiffany & Co is famous for its storytelling, with window displays that create the same buzz at Christmas as the launch of a new art gallery! The mannequins become props and products are displayed as part of a visual narrative. The brand’s signature piece, the Tiffany Blue Box, is always used to add magic to the windows.

Researchers suggest we like displays with a narrative because humans are social creatures, so it helps us to relate to what’s happening. Begin with a theme and an understanding of the products you wish to display and then use storytelling to make it interesting.

The message you put out with your window display should encompass everything in your armoury – the tools and props, the fabrics, mannequins, lighting and accessories must all come together to create greatness – after all, you only get one chance to make a first impression, so don’t waste it!

Commercial Aluminium Shopfronts provides professional shopfronts that will instantly enhance your display and put your premises centre stage of the high street. Contact us today for further details of our products and services.

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