Last updated : October 03, 2017 8:13 pm
Despite the growth of pure play online giants, brick-and-mortar retailers still control over 95% of the market globally. However, the retail streetscape has seen some disruptive ways of blending the omnichannel expectations of customer at the storefront using new innovative technological development in window displays to deliver undated and memorable storefront experiences.
Looking at the developments in technology and its application in this front by many leading brands globally, Digital Window Displays can be classified into 4 window display techniques- Digital Prop, Digital Wall, Digital Interactive and Digital Hybrid windows. Below are some examples of innovative applications that illustrate the new ‘Art and Tech’ of Window Display.
Digital Prop Windows: Impactful Window displays are traditionally stories that are told through a combination of stylized product displays on mannequins, complementing props, graphics and messaging. Window dressers of today use digital devices as props in windows that add value by dynamic imaging and messages in window display stories to create impactful presentations at the store front. Check out the window display at the new store concept at GAP at Oxford Street in London. The window uses a combination of screens as ‘digital prop’ that play brand videos for brand imagery on the backdrop and stylized mannequins on a turntable to compete the Digital Window Display. The screen splits into multiple images, screens and then comes together as a video wall creating great attention grabbing impact.
This is a very commonly used style with the digital screen occupying from a partial portion to the complete width and height of the window.
Digital Wall Windows: This style of windows use strategically sized and placed screens to create stunning impact through digital content. The screens are integrated into the store architecture converting a conventional brick-and-mortar form into a stunning entertainment screen.
This digital award winning ‘live window’ installation by Benetton uses giant high resolution video-walls installed in all the windows of 10 flagship stores across their most important cities in the world. The cutting-edge software used for creating the imagery connects with all the ten stores around the world in real time. These stunning Digital Wall windows, void of their signature mannequin clusters, are transformed into constantly changing digital place-based media.
Research and study done by content experts reveal that when customers are exposed to a combination of text, imagery, display and videos they retain 10% of the text, 65% of images & displays and 90% of videos. Digital Display windows use this very critical information to create memorable stories using the right mix of technology, content and media to maximize impact for the store and the brand.
In conclusion, it is very evident that these techniques are the way forward for windows displays at market places today to optimize the use of the most expensive asset in retail, the store space, to create memorable messages for customers and generate valuable ROI for the retailer through customer acquisition and sales