Page 210 - DMGT552_VISUAL_MERCHANDISING

Unit 11: Window Displays

 The use of sculpture, paintings or art objects for a touch of class. Notes
 Media tie-ins, with current area activities, films, stars or best selling books.
Window displays should be in harmony with the entire surroundings; a whole is being created
rather than a fragment. When planning a window display consider the building facade, street,
people and their perceptions, color harmony, lighting and viewing angle.
Store window displays attract the attention of passersby. The design of display windows plays
a major role in organising the display in the store. They are of two types:
1. Exclusive Windows: Windows are exclusive when they have an absolutely closed backdrop.
The store windows following the theme and seasonal motif.
2. Open Windows: Open window do not have any backdrop, and the passing customer can
see the interior of the store through the displays. This is often done in large stores, especially
those that sell apparel and related accessories. A wide façade with a glazed frontage
automatically serves as an open window to entice eyeballs.

Half of all decisions to buy are made when the consumer is out shopping. When people are
looking in your window there is, therefore, a massive opportunity to influence whether they
purchase from you or from someone else. When you get them to enter, that’s where the fun
starts – using the power of displays, signage, movement, interactivity, lighting and colour you
can really increase your sales.

Did u know? Live Displays are Live models are used sometimes for product displays at the
entrance of the store. They may also demonstrate the use of products. Children dressed as
cartoon characters to attract kids example where live characters are used.
11.1.1 Importance of Window Display

Window display is more than just a display of wares. It is a unique form of advertising. As stated
earlier, it is the first contact point between the store and the customer. It defines the store and
gives an idea of what the store is all about to the customer. It determines whether the customer
will walk into the store or walk away from it. It is an effective tool to use when the image of the
store needs to be changed. Window display can be used as a means to portray seasonal
merchandise. Window display can convey what age group or income group of customers the
store caters to.
With the rising level of economic growth in the country, the level of disposable income of the
customers is rising. This has, in turn, led to tough competition among the retailers. In this
cut-throat competition, those retailers win who are able to attract and sustain the attention of the
customers. Unique and effective window displays play an important role in this regard. It is
essential for all kinds of stores in the modern times, ranging from the smallest to the largest.
Done properly, window display can attract more customers than a hoarding or a television
advertisement. Moreover, it can attract the right kind of customers. In other words, window
display acts as a filter. Only those customers enter the store who have a fair idea of what
products it stocks and are interested in buying them. A lot of time and energy of the salesmen is
saved as they need not concentrate on customers who might not be potential buyers.

Window display makes the decision making process of the customer rather simple. Based on the
window display, the customer can easily decide whether he wants to enter the store or not.
Hence, window display also helps the customer by preventing unnecessary consumption of
energy and time. There is no substantive evidence to indicate that window display leads to an

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