The shop window is one of the most obvious tools of a shop. It is bright and brightly lit and does not hesitate to wear the colours of the brand. It appeared in the middle of the 19th century and has undergone many transformations, but its primary use has not changed: attracting customers (generating traffic) and selling products (conversions).
Almost 75% of French people pay special attention to the layout and merchandising of shop windows (POPAI 2015 study). And we're not just talking about traditional Christmas windows, even though these have taken the concept of retail-entertainment to its highest level.
This is a well-known practice in the retail world, which consists of telling a story around the flagship product being promoted. The idea is not only to "sell" a product, but to integrate it into a coherent universe. This allows, among other things, to invite the shopper to discover the universe of the brand, the ranges and products with the aim of assisting sales.
A successful shop window is also a shop window that shows creativity, while letting your brand identity shine through. The search for originality should not be at the expense of your story, because remember, the window display is also a local media. In fact, giving it a recognisable DNA helps to create a proximity effect with your customers. In short, your customer should be able to recognise your identity at a glance, while being pleasantly surprised each time your window is renewed.
Your customer should be able to recognise your identity at a glance
Nevertheless, your shop window, your first available media, should not gather dust. Revisit it often and adapt it to your current situation, to the seasonality and stay tuned to new trends. Mixing forms and media is an easy way to create moods and atmospheres. Don't be afraid to step out of your comfort zone, if you surprise yourself, chances are your customers will be too.
Many brands use LCD screens in their windows to extend the possibilities of a surface that is sometimes too small to accommodate the most original ideas. Hermès, in its Tokyo flagship, opted for a very simple set-up combining two large LCD screens and hidden fans to make two squares float in the wind. The final result is a totally hypnotic effect.
LED displays offer the double advantage of light and colour, enabling a suggestive customer journey to be designed. They dress up the point of sale as much as they inform. Creativity, imagination and knowledge of your audience will enable you to design many original window displays!
