Attracting customers with shop windows: technology and traditional media

It is a well-known fact: the shop window is the calling card of any physical shop. It is on its ability to attract attention that the successful transformation of people from mere passers-by to real customers depends. Technology plays a central role in this transformation, and in recent years has revolutionised the way shop windows are conceived. Indeed, the latter is no longer just a space where the most attractive products are displayed, but a real sensorial experience that makes the buying process more interesting.

What is a digital shop window?

Digital shop windows are very popular today, especially in retail. They are common display spaces, made more attractive by the use of advertising LED screens, such as those found at this link https://www.macropix.com/ledwall/, which display digital content made up of images, text and sometimes even music, to attract customers. In fact, the objective is precisely this: to engage people and entice them to enter the shop thanks to a targeted message, launched at the right moment, or to an image that has struck the emotional chord of those who saw it at that particular moment.

Why using a digital shop window

A digital shop window, however, can also fulfil other roles than just conveying a message. It can for instance be used to:

• provide product information,
• launch promotions or discounts in real time,
• tell a story related to the brand or a specific product.

Choosing to install LED displays in one’s shop windows also means interacting with one’s customers, current and potential, in a dynamic and certainly more engaging way than classic advertising media such as flyers, posters or brochures. This can completely change the image of a business that will appear to passers-by as cutting-edge, consumer-oriented and desirable.

Advertising displays are suitable for any type of retail shop, from the clothing sector to make-up, via optics and electronics. In order to choose the best one, several aspects must be considered, including:

• the size of the space available,
• the exposure of the shop window to sunlight.

These considerations must be made in order to better define the characteristics that the screen must have in relation to brightness and thus image rendering, and to determine its strategic position.

Some advantages of digital showcases with LED displays

Advertising screens are in some ways similar to traditional paper billboards, but they have a few additional advantages.

First and foremost, thanks to the colours and dynamism of the images, they have the ability to attract attention more strongly and, for the same reason, to convey the key message more directly.

In addition, digital content enhances the sensory experience of the target audience, who will remember what they have seen, read or heard for longer and more likely than with a simple flyer.

Finally, this type of advertising cuts down on the costs and time typical of paper communication, and is certainly more efficient.

Other conventional methods to attract customers with shop windows

Technology and traditional systems together can bring excellent results when it comes to shop window displays and sales. Together, they can better represent a brand’s identity by playing on product placement, lighting, graphics and visual communication. Along with digital shop windows and LED screens, other more common, simple and equally effective strategies can also be employed. There are three main ones.

Best seller

The best-selling products or those most in demand on the market at a particular time should always be highlighted to attract more customers and show them something that might actually interest them. This can be done by placing them in the front row, perhaps right below a LED display that indicates their features or tells their story.

Harmony and coherence

When setting up a shop window, it is essential to remain consistent with your visuals, keeping themes and colours in line with the brand. This will ensure that even without reading the sign, the customer will recognise the brand.

Periodic change of look

Change attracts people’s attention. Seeing the same scenery again and again behind a shop window can reduce the incentive to set foot in the shop, which will consequently appear uninteresting. Reorganising and renovating shop windows can instead entice customers to come in and see what’s new.