With the holidays just around the corner, an atmospheric shopping experience becomes even more important than usual. An attractive window display immediately sets the right mood. For retailers, this is the perfect moment to go big. Think of the Bijenkorf, a department store known for its beautiful and festive window displays and thus maintaining a strong reputation.
“Again, they tell a story. For the Bijenkorf this year, that is coming home. We take consumers through the day. Therefore, in every window you will find a dining table with a different recognizable moment each time, from breakfast to after party,” says head of visual Els den Dekker.
In a festively decorated table setting, elegant tableware, beautiful books and luxurious clothing come to life even more. The goal is to create what is known in window dressing jargon as “stopping power” - passersby are stimulated to stop for a moment. This is precisely why Bijenkorf still cherishes the window display as a marketing tool and has no intention of changing it for the time being.
Emotional
A well-crafted window display remains a powerful showcase, a business card and a way to stand out at the same time. It appeals directly to people's emotions, as Marjolein Sterk and Kurien Kruithof of training agency 1 meter 60 Learn to Present & Display noticed. Over the years, they have seen how the profession of window display has developed and how the level of Dutch store window displays has continued to rise.
“A good window display has appeal. Several elements contribute to this. A good composition, for example. Placing the products at height, and preferably at 1 meter 60, the average European eye height. And also the use of an appropriate back and background that make the products more visible. Many retailers cater to the visually spoiled with beautiful color combinations and current seasonal accents, in their own unique style, matching the assortment.” says Sterk.
Individuality and statements
A noticeable trend in visual merchandising, or window display, is the choice of a more open display window. By partially removing the back wall, passersby get a good impression at a glance of what the store has to offer inside. This approach not only makes the window display more accessible, but also invites further exploration. In addition, according to Sterk, there is more individuality:
“Retailers can no longer afford to be middle-of-the-road. You have to show who you are and make a statement. My Jewellery does that well by responding to the target group of young women with everything. You can see that in the shop window, for example, in the blingbling and various shades of pink.”
The green trend is revealed in shop windows through the use of plants and flowers. By using real or artificial plants, retailers are trying to appear more sustainable.
No carnival
In the battle for attention, retailers take advantage of people's natural tendency to look at anything that has color and moves. This is not always an unmitigated pleasure, Sterk believes:
“Similarly, we are seeing more and more screens in window displays. A shame, because it looks technical and doesn't get the best out of the window. With window displays, on the contrary, you can create the most beautiful three-dimensional compositions and really put your products in the spotlight.”
According to window display experts, there are more aspects that need improvement. Mistakes also lurk in the design of window displays. For example, the same principle applies to window displays as to many other things: too much is too much. In their enthusiasm, retailers sometimes fill the window so full that consumers can't see the trees through the forest.
There is also such a case as too much color. It is important to find the right balance, unless, of course, you have a carnival store. While it sounds logical that window displays and windows should be clean and tidy, experts' experience shows that this is often not the case. The same goes for lighting, an essential but, according to Den Dekker, often neglected aspect. The right lighting can make or break a shop window.
Exclusivity
Good window display design starts primarily with knowing what you want to say and making targeted choices. Calling in outside expertise can be valuable in this regard, but sometimes it is also good to experiment. According to Den Dekker, it can also be very powerful to display only one product, as this creates an exclusive look. At the same time, don't forget to mention when you have something attractive on offer.
“A good offer like discount definitely deserves a spot in the window.” said Sterk.
Source and Picture: Retailtrends
