AN ATTRACTIVE SALE WINDOW DISPLAY ISN’T JUST POSSIBLE; IT’S ADVISABLE.

Par Virginie Tomaka

How can a passer-by who doesn’t know your brand distinguish between your shop and the one next door?

Just as all cats are grey in the dark, you could say that all shops, or almost all shops, look the same during the sales. Unless your customer knows the address to return to after shopping around, the only important factor is the window, as Antony Verdureau explains in an article on lemonde.fr: “The crucial role of window displays in the purchasing act is beyond question: before entering the shop, 50% of visitors have looked at them and 20% buy an item that they have seen in the window”.

 

Soldes

Just as all cats are grey in the dark, you could say that all shops, or almost all shops, look the same during the sales. Unless your customer knows the address to return to after shopping around, the only important factor is the window, as Antony Verdureau explains in an article on lemonde.fr: “The crucial role of window displays in the purchasing act is beyond question: before entering the shop, 50% of visitors have looked at them and 20% buy an item that they have seen in the window”.

Make yourself visible and irresistible

First and foremost, sales are a real social ritual. We have been influenced by them since the end of the 19th century with the forerunners to department stores.

They are an opportunity to set yourself apart from all the other shops around you. You have a very short amount of time to get your message across and entice a customer into the shop, making her want to cross the road or park up because of your window display.

The four elements that attract customers’ attention

 

  1. tabletteMOVEMENT: digital signage is without question the most effective method, although there is a cost involved. Interactive digital displays and screens playing scrolling images on a loop are becoming increasingly common in shops. Beautiful images spark the imaginations of passers-by. It’s impossible not to be moved by the sight of wedding gowns! Light effects and staging can create movement and depth.

 

  1. boutique opticienSTORYTELLING: telling a story or staging a scene in a shop window can really help to attract attention. You don’t necessarily need a big budget, as this example from an optician shows. Use your imagination; it’s a great team exercise to help you create a really fun group dynamic, and it’s very useful for both your shop and your customers.

 

  1. soldes2coupé COLOUR: because wedding gowns are usually white, you can make use of backgrounds, decoration and lettering. Try to resist the temptation to use too many styles, which is the most common mistake reported by merchandising specialists. Lettering in a handwritten style in fluorescent colours will stand out, but will still be elegant.

www.stickersvitrines.com

www.retif.eu

http://www.mpadhesif.com

 

  1. vitrine LIGHTING catches the eye, highlighting and focusing the consumer’s attention on your products. There are generally two ways of lighting a window display: from above, with floodlights lighting the entire scene (window), or with spotlights from below, angled at 45° to light up the centre of the window.

www.ansorg.co

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