Understanding The Effectiveness Of High Street Window Displays

Understanding The Effectiveness Of High Street Window Displays

A customer’s first impression of a high street shop is made, as with people, immediately. This puts a significant amount of pressure upon retailers to ensure that their high street facade, that is the exterior of their retail venue, not only communicates their brand identity but also makes a positive and lasting impression among shoppers.

The key asset to achieving a celebrated presence on the high street is a window display. These spaces, the tableaus of shop windows, are the mediator between the brand and the community, promoting a shop space, including its products and promotions, as well as benefiting the local area with an appealing impact. If a retailer can capture such a balance well, they are assured to find success.

There is, however, a learning curve with window display design and retailers cannot simply fill their shopfronts with abundance. Designs must be considered, as well as changed regularly to inspire continued appeal, all of which places a great deal of responsibility on the retailer’s shoulders. Would, for example, an open or closed window display better promote your retail space?

Open window systems display products and sign fittings in front of open shop space, allowing customers to not only view the selected items and information placed in the window but also to peek into the retail atmosphere behind them. This works particularly well for stores that cultivate a particular and inviting shopping environment, such as fashion brands.

Closed window displays, by contract, place displays against a backdrop, effectively obscuring the shop’s interior from the view of passersby. This can work exceptionally well for certain displays, creating a closed tableau free from potential distractions. However, it also acts as a barrier to natural light and can inhibit the warmth and glow that would otherwise be able to enter a shop space.

When settling on your window display design, it is important to ensure that it captures brand identity. Customer attention is valuable and, on the high street, there are a number of competitors and distractions. Designs, as such, should be eye-catching and, importantly, refined, allowing a shop to communicate its message quickly.

Bold and simple displays remain the most effective, catching the attention of passersby and drawing them in. Lighting is also important and while many have the tendency to rely on natural light, artificial additions, such as spotlighting, can help to highlight products and draw attention from passersby.

Be sure to consider each specific shop’s local demographic too. National brands can often fall into the trap of creating identical window displays for each shop, regardless of its location. While there are circumstances that brand unity can be effective there are far greater examples of shops benefitting from designs that account for local interests and demand.

Above all else, however, retailers must ensure that their shop facade never falls stagnant in design or deteriorates in quality. Window displays should be redesigned regularly so as to ensure regular engagement and maintained quality, keeping a brand’s presence on the high street valued by the community and a standout among competitors.