It is well-positioned, illuminated and does not hesitate to wear the colors of the brands: the shop window is one of the obvious tools at the disposal of the stores. It appeared in the mid-19th century and underwent many transformations, but its primary use has not changed: attracting customers (generating traffic) and selling products (conversions).
Nearly 75% of French people pay particular attention to the layout and merchandising of shop windows (POPAI 2015 studies). And we are not just talking about the traditional Christmas windows, even if they have taken the concept of retail entertainment to its peak.
It is a well-known practice in the retail world to tell a story about the featured flagship product. The idea is therefore 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 brand's universe, ranges, and products in order to facilitate sales.
A successful window is also a window that shows creativity while letting your brand identity shine through. Seeking originality should not be at the expense of your story, because you shouldn't forget that the window is also a local media. In fact, granting it a recognizable DNA allows you to create a proximity effect with your customers. In short, your customer must be able to recognize your identity at a glance, while being pleasantly surprised each time your window is renewed.
"Your client must be able to recognize your identity at a glance"
Néanmoins, votre vitrine, votre premier média à disposition, ne doit pas prendre la poussière. Revisitez-la souvent et adaptez-la à votre actualité, à la saisonnalité et restez à l’écoute des nouvelles tendances. Les mélanges des formes et des supports sont un moyen facile pour créer des ambiances et des atmosphères. N’ayez pas peur de vous écarter de votre zone de confort, si vous vous surprenez vous-même, il est fort à parier que vos clients le seront tout autant.
Nevertheless, your agency window, your first available media, must not gather dust. Reinvent it often and adapt it to your current situation, seasonality and stay tuned for new trends. Mixing shapes and supports is an easy way to create ambiances and atmospheres. Don't be afraid to move away from your comfort zone, if you surprise yourself, chances are your customers will be just as surprised.
Many brands use LCD screens in their storefronts to extend the possibilities of a surface that is sometimes too small to accommodate the most original ideas. Hermès, in its Tokyo flagship store, has opted for a very simple staging combining two large LCD formats and hidden fans to make two squares float in the wind. The final result offers a totally hypnotic effect.
When it comes to LED displays, they offer the double advantage of light and color, thus making it possible to design a suggestive customer experience. They adorn the point of sale as much as they inform. Creativity, imagination, and knowledge of your audience will allow you to design many original windows!