This article presents the effectiveness of window display advertising on daily and overall sales performance of businesses in Nigeria.
Window display is one of the many tools of visual merchandising used to capture consumer attention into a shop.
Nigerian knows this to perfection, from boutiques where latest stuffs are displayed on mannequins to food stores where items are alluringly displayed on shop windows, Nigerian traders knows what’s up about the practice of window displays.
Opris Bratucu in his 2013 article ‘Visual Merchandising Window Display’ says that window displays are used as initial attraction to bring customers into a store, and are used as a marketing tool to communicate a brand’s image to the consumers as well as distinguish itself from its competitors. Wikipedia’s definition of window display advertising is not more than the above.
A notable marketing survey conducted 2 years ago suggests that as many as 85% of consumers still prefer to shop in stores and that these figures are driven by a desire to see and handle the physical product before purchasing.
This is the one and many more facts that make window display advertising strategy the all-time most effective method despite revolution in technology.
Although window display advertising might seem old fashioned, well designed and produced window displays that portray good background,( images, texts, graphics, photographs and signage), events and seasons, suitable colours and proper lighting still serve as a very effective advertising strategy in modern Nigeria.
How Important Are Window Display Advertising Strategies in Nigeria
1. Window displays is a touch point through which consumers have a feel of the brand’s product.
2. Window displays are channels through which a brand can leave an impression on the consumers by generating interest or curiosity about the product.
3. Through window displays, a consumer can figure out the quality and character of the product the brand has in stock.
4. Window displays creates a desire of a brand’s product and generate many sales.
5. Window displays attracts sales to other products, which usually have low sales.
6. Stores who apply window display advertising techniques have positive increase in sales compared to those who do not.
The above listed importance could be summed up to be the very reason why window displays advertising strategies still linger and wax stronger in the midst of technology trends on ground.
However, there are identified factors that influence the performance of window display advertising strategies in Nigeria. We shall be looking at this in the paragraphs that follow.
Factors That Influence Window Display Advertising strategies in Nigeria
The role of images in advertising visuals is overwhelming. In fact images could be said to be the epicenter of window display advertising.
Images in form of texts, graphics, photographs and signage has proved to be one of the most effective ways of communicating with the consumer about the product.
This technique are commonly used to grasp the attention of price driven consumers who are always on the lookout for bargain, said Tony Morgan in his 2011 book ‘Visual Merchandising Window and In-store Displays for retail’.
They are easily attracted and convinced with a well-tailored colourful text, graphics, photograph or signage to make a purchase.
However, Morgan adds that a signage should communicate a short clear and appealing message, which is consistent with the brand’s marketing communications model.
Photography can play similar role when used to enhance the theme of window or reinforce the brand’s advertising campaign.
2. Events and Seasons
One of the effective approaches to generate consumer response according to advertising experts is adjusting window displays to suit upcoming or current events and seasons, calendar dates, and consumerism based holidays such as Christmas, Easter, independence, valentine’s Day, Fathers’ Day, Mothers’ Day, Children’s Day etc.
Choosing products that suit the season to display on the window can serve as a reminder to consumers to buy gifts as well as provide ideas for the particular holiday.
Colour is another significant tool used in window display to influence consumer behaviour and evoke different reactions.
Experts say that each colour can make consumers feel a different emotion, and therefore retailers will use colour selectively to help consumers make associations about their products on display.
As Edward Sackley notesin his 1992 article ‘ Measuring the Effectiveness of retail Window Display as an Element of Marketing Mix’, a mixture of colours to create a contrasting background to the product on display canhave a high purchasing effect on consumers.
Bratucu maintains that lighting is another technique that can be used to enhance window displays. Lighting can be used to highlight certain product, create dimension, and set the mood for the window display.
Its success covers both night and day as they highlight the products accordingly. Different colours can trigger different emotions and therefore creates different moods.
The lighting technique becomes more effective when adjusted to suit the mood of the display.
Window displays can communicate style, content, quality, price and general expectation of the consumers. Retailers use it to draw consumers’ attention into the store for possible purchase.
As shown in this article, storeowners usually dress the window to suit events and seasons, using images like texts, graphics, photographs and signage to catch consumers’ attention and generate more sales.
Colour has been noted as another significant tool used in window display to influence consumer behaviour. Lighting is yet another technique that can be used to highlight certain products, create awareness, set the mood and generate increase sales through window displays.
Among the advertising techniques used by professionals and Businessmen, window display still remain the most effective in terms of results.
Although technology has introduced more broad advertising means to the business world, window display still stands out and can even be improved by digital marketing.
Therefore, give window display a priority in your business in terms of focus and budget.
Window display advertising strategies may require low cost to run, but when you blend it with modern technology you have an overwhelming result.
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