ShareLinkedInTwitterFacebook
Subscribe

Footfall Data & Analytics

3 Ways your window displays have more to do with retail store performance than you think

Written by Tony Loxton
Sep 18

Humans are an inherently visually-driven species. While we no longer rely on visual feedback to ensure our survival as much as we once did, visual cues impact our everyday existence. There’s a reason image-sharing social media platforms like Instagram and Pinterest have us fawning over pictures of avocado on toast and far-flung destinations  content is far easier to consume when it’s in a visual form. And when it comes to retail, visual stimuli are just as important. There’s a reason why high-street retailers go all out come holiday season: this is their chance to wow, inspire, and hopefully  entice wide-eyed shoppers into their store. They know all too well that the allure (or lack) of window displays has a direct impact on retail store performance.

1. A window display isn’t just another channel for communicating your brand’s essence; it’s a powerful way to tap into the emotional driving factors of purchasing decisions.

One of our clients, a global jewellery brand, is all too aware of the impact window dressings have on retail store performance, which is why they change their window displays 12 times a year. They don’t just sit back and admire their handiwork, however. Instead, they measure the impact their newest display has on walk-in conversions by measuring store foot traffic using people counters. Unsurprisingly, the results of store analytics are telling. This feedback gives them crucial insight into the impact various types of window displays have on passers-by, which in turn, allows them to hone their window dressing strategy to aid walk-in conversions.

2. By implementing store analytics, Pandora are able to A/B test their window displays, thanks to accurate, real-time foot traffic data.

Once a new window display is rolled out, store managers are able to use store analytics to monitor foot traffic and compare it to historical foot traffic figures associated with previous window dressings. If they notice, for example, that a colourful, off-the-wall display seems to bring in more visitors than an understated display does, they’ll know that a creative bent will benefit their retail store performance the most. When combined with sales data, they’ll also be able to establish whether an increase in foot traffic is actually translating into more revenue or not.

3. Thanks to the various metrics gathered by retail analytics, you can determine the ways that your customers are interacting with your brand.

As far as window displays are concerned, you may establish that these are most effective during the holiday period, as shoppers flock to the malls, cash in hand. For example, does an increase in walk-ins or new customers necessarily translate into higher revenue? Who tends to spend more: new customers or repeat visitors? Is there a day when sales tend to spike? In addition, you’re able to correlate staffing schedules with revenue and dwell time. Regardless of the products or service you sell, gathering metrics such as walk-ins, dwell times, repeat visitors and cross-shopping gives you crucial insight into your day-to-day operations. 

Make sure you’re able to make data-driven decisions about improving your store performance, thanks to real-time, accurate data. Find out more about how store analytics can help your store performance here.

Download our retail white paper - Go Beyond the Door

You might be interested in these