Window Display Visual Merchandising: How to Pull Your Customers With It?

by | Oct 18, 2022 | Retail Branding

Glittering lights, good music, warming colour shades, and stunning product displays. Walking into a retail store, won’t these kinds of stuff grab your eyes?

Those eye-catching elements that leave you mesmerized is collectively called visual merchandising. To effectively utilise the space and layout of the retail store to present the store’s inventory, visual merchandising blends marketing principles, retail merchandising expertise, and creativity.

What is visual merchandising?

The process of designing and exhibiting products in a retail environment with the intention of attracting customers and increasing sales is known as visual merchandising.

Creating a relationship with customers who visit your physical store begins with offering an aesthetically pleasing experience. When a product or brand is displayed visually to a customer, visual merchandising examines how this message is received and whether it is seen acceptably

Product arrangements, shelving, product displays, retail space design, interior decorations, lighting, sound, colour schemes, and everything inside a retail space comes under visual merchandising.

Effective visual merchandising can extend a brand’s image into a physical or digital world. Everything from product displays and storefront displays to in-store signage is included in visual merchandising.

Visual merchandising associates closely with retail marketing to create product displays that adhere to the brand’s image and identity.

Creating an incredible experience that inspires a purchase is a key to the art of drawing attention through aesthetic appeal, which has its own set of rules. Another factor is to design a welcoming environment within the store that would make customers feel good just being there.

Customer experience is vital to running a successful business, and visual merchandising is an essential part of it. It helps to organise the retail space and help customers easily find what they’re looking for, thus improving their experience while shopping in your store. Moreover, it helps to attract, engage, and inform customers better with carefully designed displays.

You may differentiate yourself from the competition and draw customers by incorporating art into your visual presentations. This can be done in several ways, including by integrating artwork in the packaging of your products, grouping them unusually, or making one-of-a-kind posters and signage.

Objectives of Visual Merchandising

The following are the objectives of visual merchandising.

  • Boost sales
  • Expand brand identity
  • Create a beautiful and cheerful ambiance
  • Create a brand memory in the customers
  • Create a brand story
  • Create brand awareness
  • Create a competitive advantage

This blog will help you learn about one of the most important types of visual merchandising, window displays. Window display in a retail store is the first thing customers notice and can influence whether or not they enter.

Window Display Visual Merchandising

A substantial window display in visual merchandising is one of the essential visuals that will characterise your store.

What is called window display?

As per window display definition, it is the exquisite art of exhibiting store products in the business window. It serves as the customer’s initial point of contact with the store. Display visual merchandising describes the store and gives the buyer a sense of what the store is all about. Whether a customer enters or exits the store is determined by it.

While tedious, uninteresting window display designs may encourage consumers to keep going and disregard the store altogether, eye-catching, visually stimulating window displays may encourage them to investigate inside a retail location.

Importance of Window Display in Visual Merchandising

How do window displays attract customers?

Consumer decisions and buying habits are directly influenced by window displays. Visual merchandising experts indicate that product-focused displays are the most successful in driving sales.

Through window display and visual merchandising, a retail store can promote its brand based on what a passing customer notices. The display must be solid and persuasive enough to invite them inside and explore the products in the few seconds it takes for a customer to pass by the store.

Mannequins dressed in clothing from the store are frequently seen in window displays at clothing stores. Mannequins, which are often life-size, can draw attention to a window display.

Not only do appealing window displays assist in attracting people, but they also allow you to highlight discounts, display new products, improve your brand’s image, and set your store apart from the competition in the marketplace.

Types of Display Settings in Visual Merchandising

The following are the methods of display in visual merchandising. An apt window display design can be chosen depending on the product, store location, brand theme, and retail space layout.

Closed Window Displays


A closed window display involves a window exhibit that is backed by a wall or a ceiling-high surface. There would be a total separation between the window and the store, so customers cannot look inside through the windows. It is a standard window with walls covering the remaining three sides and a sizable section of plate glass. One of these walls has a door used to pass props and items.

Semi-Closed Window Displays


As the name indicates, semi-closed window displays are partially separated from the retail space. Except for using different separations, they are highly similar to open windows. Although they don’t completely obstruct the window space from the selling floor, these serve to screen it.

Open Window Displays


In open window displays, there are no walls or screens behind the display itself, meaning shoppers can see directly through it and into the store beyond. In some establishments with open window displays, the product racks are pushed up to the window display. This method is standard in clothing boutiques and stores since it can be used in small spaces.

Elevated Window Displays


Window displays that are high from the ground, seeking more customer attention, are called elevated window displays. This kind of window display draws a lot of attention as they occupy a discrete space above the ground at an optimum eye level. Displays such window displays can be designed in either closed-back or open-back styles.

Corner Window Displays


Corner window displays can be found in the corner of a store, where two outer walls converge to form a giant, box-like display. Corners are ideal for drawing in customers from all directions and showcasing things from multiple angles.

Island Window Displays


Products are physically presented in island displays that are accessible from all sides. This kind of display is typically placed in a spacious part of a store, either by the entrance or along one of the wider aisles. The island displays “float” in the middle of open areas, typically constructed from a series of shelves.

Shadow Box Window Displays


Closed-back displays and shadowbox displays are similar, except that shadowbox displays are smaller. These displays are generally used to highlight smaller things like accessories or jewellery.

What factors contribute to a great window display for a store?

Retail window displays are not just about displaying your products; it’s about placing suitable product samples in a visually-appealing manner. Let’s learn the vital factors that can improve the look and effect of window displays in a retail store.

  • Sync the window display design elements with the brand theme.
  • Avoid crowded window displays for better impact.
  • Consider customers’ interests and expectations.
  • Arrange the products strategically.
  • Go for soothing colour schemes.
  • Enhance the window display with LED lights and screens.
  • Renew the window displays periodically.

The showcase needs to be a flexible area with simple modifications to reflect the brand and product changes. As a result, the showcase area needs to have the absolute minimum infrastructure, such as electrical installations and structural elements that allow for space variation and modification, as well as a lighting project that can be modified to accommodate shifting store needs.

What is window display in visual merchandising, and how to make it in favour of your business?

Find the perfect answer to this query, and you can perfectly revamp your retail store, giving it a signature look. Making the most of your available retail space without overwhelming the display is the trick for the best window display visual merchandising.

You need to know how to appeal to your target audience for upper-edge window displays. It requires identifying the consumer’s wants and priorities before building window displays to fulfill those goals.

Not all of the products you sell must be shown on your storefront. Instead, it refers to placing products on display that you think would attract clients and entice them to visit your store to view what else you have to offer.

Don’t settle for unappealing and ineffective displays and visual merchandising. Unload your retail design needs and desires with AD Vantage, the best retail branding agency in India. We understand your brand needs perfectly and design window display visual merchandising that dovetails your brand voice.


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