Window Displays as Creative Advertisements for Customers
Window Displays have a rich history. Their primary purpose, of course, is to get people to stop at a store and buy something. The displays may show something that is on sale in the store, such as a picture with a price tag on it, or a famous celebrity sporting something from the store. Visual merchandising, as it is normally called, has become such a huge phenomenon worldwide that various employees (i.e., architects, psychologists, buyers themselves, artists, store managers, etc.) are hired to ensure that customers are enthralled and drawn in to buy the store’s merchandise.
The first priority in creating a window display is making sure that the store itself is set up in such a way as to reflect realistically what is going to be shown in the glass cases or windows. All the employees involved in creating the display have to make sure that it is awe-inspiring, while simultaneously informative. As many of the senses (i.e., sight, hearing, smell, etc.) as possible should be evoked by the display. The colors and forms of objects have to capture the attention of all buyers who pass the display, and prices should be displayed in such a way that they make quite an impression on the buyer. For example, the prices should be very competitive with another store.
The items on display should be the items that typically sell easily in the store. For example, if a purse is the “hot item”, then the display should revolve around that purse. Obviously, then, it would not make much sense to advertise something that has trouble selling. Many stores, however, mistakenly advertise items that do not sell in the hopes that this tactic will help them sell the item; this strategy, however, does not usually work.
The economy is a huge factor in whether or not a customer will buy something. For example, if the economy is booming with people having a lot of money, then odds are people will want to buy the items on display. The reverse is true, too: if the economy is failing (i.e., like it currently is), then odds are people will use the money they have in more important ways (e.g., livelihood resources like food and gasoline). It is important to note, though, that store owners may hire someone to help make the window display psychologically trick a person into liking something in the store, and thus more likely buy an item. The professional whom they hire can point out errors in the display and can even help to correct what is wrong with the display (e.g., maybe the lighting is of an awkward color, or the smell of the popcorn is too sour). The professional, then, serves as a source of ideas and wisdom for the store owner and his entourage of employees.
Having a windows display is about more than just getting individuals to stop in a store and buy an item. First, the display may have a detailed map or direction of how to get to the item that is popular. For example, if people who want to buy a really expensive purse know where in the store it is located, they can save time by just going to the exact aisle or shelf and grab the purse. Second, if the display shows (in whatever sensory modality the store owner wants) the different types of the same item available (e.g., caramel popcorn and butter popcorn), a person can more easily think about and thus choose which type he or she will want. Third, the store owner has to make sure that the item he or she is trying to sell comes in a variety of prices for different versions of the item. For example, a small purse may be $15.99, but if the person buys a large one, it is only $22.99; this tactic psychologically reinforces a person to want to buy something that appears cheaper for the value. Finally, it is important that the display have more than one of the current, popular fads. For example, if two types of purses are popular, it is important for them to both to be displayed in the window, and it is important that the prices be of competing values with other similar stores.
Retailers should realize that their store’s window serves as a portal for capturing their buyers’ attention. A store should always make the displayable items appeal to the correct audience. For example, if a certain ethnic group comes into the store, the display should be somehow centered on them. Many store owners change it up for the holidays, too. For example, a store may show a beautiful female Easter rabbit holding a brand new purse in her hand. Thus, by showing something by which everyone in the area can identify (i.e., Easter), a store owner can entice people more easily. Although making window displays may seem like an easy task, it sure is not for many retailers; at the same time, it can serve as a profiting and enjoyable time if planned correctly.