Does thematic display influence customer buying or is it just the creativity that influences their buying?

Window display and its thought originated in late 90’s. It initially started with a deeper thought to sell non-essential goods in a departmental store but further picked up the traction in all trade. Few setbacks in 90’s did result in the hangover of window ideas and since then there is no going back.

The concept of window dressing and its need is much felt today. Today brands associate their business success with the window display.

High selling SKU are design, quality and accessory dependent, however the push to be among the high selling SKU is realized through the selling skill of retail sales officer and traction skill of the visual merchandiser. It is the window creativity that drives customer inside the store and lures him/her to buy merchandise traced in few sec.

But the bigger question still remains; does theme influence customer decision or creativity influence their decision?

Creativity has no essence without meaningful sense. The two go hand in hand and has high intrinsic value.

While designing the designers look at the different facets of design and merchandise expected to drive higher revenue. Though the onus to drive higher walk-in remains with the marketing however the major chunk of it also remains with the visual merchandiser in the current cut throat competition.

The visual connect is not always effective as the interpretation of communication in a visual form vary from people to people.

The different thought process to design a window include the product design, the color story to represent, the inspiration of product design, the marketing communication relevant to defined target audience, essential accessories to highlight and overall brand representation.

The inductive elements so chosen are paraphrased and platooned in a way for the audience to connect. The creativity so done is left to the audience imagination and at this stage the discretion of the buyer begins.

To some it is just the product which attracts them, to some it is the display attraction, for rest it is the combination of two. The differentiation goes further deep in Tier 2 or Tier 3 town.

For better visual communication, some brands design elaborative window display whereas other chooses to keep it minimal with focus only on the merchandise. The elaborative display receives high eye ball whereas the minimal receive fewer. The business discrepancy here does not go with the display but with the product needed by customer.

Creative effort to design thematic display may not have direct impact but surely has an indirect one. The thematic display representing the mood & occasion sometime influence customers to buy but it is the creativity exhibited that deep sit on their mind and later becomes the brand recalling factor.