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How to make sure your store windows live up to their investment

If eyes are the window to the soul, then window displays represent the soul of your brand. Getting it right will attract new customers, increase footfall and make your brand stand out. So, how do you know what creates a successful display - and how do you measure this?

Holli Preston Associate Director 26/04/2023
Window displays are the core embodiment of a brand for consumers. They’re often the first touchpoint a brand has with consumers and can capture passer-by attention, as well as entice shoppers (and even new customers) into store.

If correctly implemented, window displays play a vital role in driving footfall traffic into stores and in turn, generate greater conversion rates – which is pivotal to overall store success.

However, the opposite can be said for uninspiring and even lacklustre displays, which go unnoticed and don’t give shoppers a reason to stop.

In short, making sure window displays standout, convey a brand’s intended message and showcase products is key. But, a difficult task when the opportunity is fleeting – on average there is around a three-second window to grab passersby attention.

But how do we know if a window display is working as it’s supposed to? How do we know if a display is capturing passersby attention and pulling shoppers into store? How do we know that the investment being put into each display is worth it?

Savanta’s Retail and Shopper teams specialise in all things windows.

We’ve conducted windows research with brands across the globe, using qualitative and quantitative observation and survey techniques sprinkled with behavioural science and social media listening to help our clients make the most of their windows.

We can help you inform your window display strategy and improve your window success.

Our window testing approach evaluates window performance across a range of key metrics:

  • Capture power (Are your windows noticed by passersbys?)
  • Stopping power (Do they make people stop and consider your offer?)
  • Insta-power (Do they engage shoppers and make them take their phones out?)
  • Enter power ( Do they draw shoppers in?)

And our consumer conversations allow us to dig deeper into which specific window elements attract and help drive shoppers into store.

To learn more about how we could help you leverage your windows, or other elements of your brand and retail experience, please contact us at: [email protected]

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