The most important factor that counts as a customer’s first impression of a business is a retail store’s layout and design. Dressing a window of a store is crucial as the retail store’s exterior is responsible for attracting passers by. Although it is vital to have an attractive window display, it can sometimes be just as important to have an appealing store inheritor as it welcomes the consumer.
What is the importance of a good window display?
A good window display is one of the most important parts of any retail space. The window display of a store can be the first point of contact between a brand and its target market, and they are responsible for tempting potential customers into a store to explore its products and services further.
Creative window display designs can play the part of an overall visual merchandising strategy, and they often have the biggest impact on footfall, which is vital for generating sales.
In order to drive traffic into stores, retailers need to design effective window displays, which works as a unique form of advertising so that the customer knows what the brand is all about. They can also spark conversations with shoppers, as well as attract attention from bloggers, influencers and even media outlets.
What type of window displays are there?
There are a few different types of window displays, and each brand will have different goals, approaches and resources, meaning it will vary on which style of display they use. It depends on their target market, store location, window size, the products they sell and their brand identify.
Some different types of window displays include:
Open window displays
Open window displays have no walls or panels behind the mannequins or products so that passers by can see through the display and into the store.
Retailers that are keen to showcase inside their store or other product displays often choose open window displays, as they give shoppers a glimpse of what they have to offer, and can be a good way to drive people into the shop.
Closed window display
Closed window displays have a wall or a divider directly behind the products to separate the window display from the rest of the shop. Closed window displays can work to draw all of the customers attention directly to the products on display.
Island window displays
Island window displays are floating podiums or plinths that are staged within large open store fronts. They can add depth to a large open plan space, whilst also drawing attention to a brand’s latest products.
Island window displays can be viewed from 360 degrees, meaning that product ranges can draw attention from all angles.
Elevated window displays
Elevated window displays work similarly and use podiums, plinths or tables to create display areas that are raised above floor level. They are mostly used in jewellery and cosmetics stores, and can be used to draw attention to specific higher-value items. They are particularly useful for smaller items, and they ensure that products are in the direct eyeliner for shoppers passing by.