Understanding Different Types of Store Displays and Their Impact
By Purpose
Depends on the objective to be achieved and the means that have been used in its composition, among which are:
- Currents: When the sales function predominates over the image.
- Sellers: Correspond to exposures of stocks or price-standard items only. The sense of disorder increases the incentive to buy, as customers perceive items as cheap. These are mainly found in department stores.
- Combined: Typical of shops with a wide and varied assortment of goods. High visual confusion and lack of relationship between the products.
- Prestige or Image: These windows, while their main goal is to sell, do not seek an immediate sale but also aim to enhance the “image of product displays, brand, and store.”
This display model is increasingly widespread.
- Occasional Opportunity: These are windows that are exposed at certain times, like Christmas, Mother’s Day, Easter, Valentine’s Day, etc.
- Current: Made to take advantage of the celebration of some event such as a centennial event or other social, cultural, economic, or sports events.
- Documentary: Mainly aim to show and report on projects, services, activities, etc. Its composition includes drawings, documents, information, photographs, etc.
- Animated: So called because they usually incorporate living beings, automata, robots, and machines in motion.
- Interactive: This consists of placing a panel on the glass window that the observer can manipulate to access information displayed on a monitor located inside. To achieve these windows, a computer and a program containing all the information to be broadcast through the monitor are required.
- Advertising: These include PLV material provided by the producer, such as posters, displays, and components.
Classification by Location:
The location of the showcase is the place where they are exposed to the public.
- Front or exterior: Located on the outside of the establishment (front). This is the location to be seen by passersby with ease. Distinguish the front windows from corner windows.
- Background windows: All designed to showcase the space enclosed by walls. Non-background windows have a screen to separate the space behind a showcase from the sales floor. This type is made in establishments with domestic animation and interior designs to entice passersby.
- Best if placed in front of the zone of maximum movement. If the input window matches the demand, it is higher when the window is on the right of the door.
- Interior corridors: There are two cases:
- Shop with entrance hall, side windows on one or two sides, and a back door: they lose impact abroad. Advantage: the potential customer is led inward easily.
- Commercial Galleries: Front windows in the store, located in an interior hallway.
- Interior windows: Mounted inside the showroom and are a regular feature of domestic animation. It is better to place them in hot spots that must be consistent with the atmosphere and relate to the interior windows.
- Samples: Located outside the point of sale, their function is to advertise an establishment. They should be placed in locations with high foot traffic, such as shopping areas.
- Classification According to Business Strategy:
- In series: Taken on the initiative of the producer due to an advertising campaign. Its composition is simple, with some power of attraction due to the spread of brand image through an advertising campaign in advance. The drawback is that the dimensions of each room are different.
- Franchise stores: Carried out in all stores belonging to the same network. This ensures equality and identifies the franchise signature.
- Large commercial areas: Usually have a large space to exhibit a good representation of the products they sell and possess more than one type of window.