Guidelines from scientific research

To offer customers a 24/7 store experience and an extensive product range, you can make use of interactive storefront window displays. For instance, via projections in the shop window you can add a digital context to the products (‘projection mapping’). You can also expand the storefront window display experience with videos, rotating virtual products and QR-codes that facilitate online purchasing.

An interesting way to draw the attention of passers-by with your storefront window display, is by creating a setting that focuses on one product lit by accent lighting and accompanied by only a few decorative items. In doing so, you put your product in an exclusive way and are able to differentiate yourself from other retailers.

In retail, as everywhere else, robots (such as interactive mannequins) are becoming more and more popular. By integrating these technological features in a storefront window display, you can draw the attention of passing customers and prolong the time a person spends looking at it. However, although customers generally appreciate this kind of interaction, it is almost impossible to influence the buying behaviour and the store image with it.

Storefront displays have a positive effect on the image of a store. Whether one uses simple flags or billboards to recommend a specific brand, or more innovative tools, such as changing screens or moving, air-filled figures, stores only see benefits when it comes to the use of displays. The more innovative the display, the more positive the effect on the customers.

Lighting has an influence on the perception of the atmosphere of a store, the perception of price and image. A very specific atmosphere can be created with lighting that is also perceived as such by the customers. It is important to use light as a communication tool. In this way, the tension between warm accent lights and a more plain general lighting can yield a more expensive price perception.

Cold light leads to more stimulation and activation in a store, while light on the warmer side of the spectrum elicits a feeling of joy and cosiness. Also, the variation between general lighting and accent lights has a positive effect on perceived cosiness and the dynamics of the store.

One can influence the decision process and the tendency to make unplanned purchases by giving customers the feeling that they can easily move through the store in a natural (intuitive) way. Especially for first-time visitors, it is important to be able to direct themselves easily and fairly quickly find the different departments, brands and products.

Although focusing on all of the customers’ senses is a strength to create a pleasant store experience, it also holds the risk of over-stimulating the customer by exposing him to too much information (i.e. too many texts, references, scents, products, etc.) Try to create a good balance and put stimuli in the right proportion, fitting with and in congruence with the concept.

A client-oriented approach is always beneficial. By personally addressing each customer who enters the store, you make him feel welcome. The staff should behave proactively without being intrusive. With real friendliness, helpfulness and product knowledge you make sure that a customer feels safe and has a positive shopping experience.

An important aspect in the use of promotional material is its combination with the presence of the associated products. Promotional material elsewhere in the store, without the right products in its direct vicinity, is lost. Responding to the needs of the customer by promoting seasonal products (umbrellas, raincoats, swimsuits, etc.) or highlighting products fit to a specific time of the day, positively affects buying behaviour.