Brisk Bright Side

WINDOW DISPLAY – THE NEW RETAIL MANTRA By Miss. P. PIRAKATHEESWARI, Lecturer in Commerce, Sri Sarada College for Women (Autonomous), Salem ? 16. Introduction Window display is the fine art of displaying store merchandise in the store window. Window display is emerging as the new mantra in retail and is fast changing from a dull, uninteresting exhibition of wares in the store window to a dynamic form of advertising. Retailers are recognizing the importance of window display as the first point of contact between the store and the customer and a chance to create the most critical first impression on the customer. Developed countries look at window display as a critical tool of marketing; however, in India, it is still an emerging concept. Importance of window display Window display is more than just a display of wares. It is a unique form of advertising. As s anything goes diet tated earlier, it is the first contact point between the store and the customer. It defines the store and gives an idea of what the store is all about to the customer. It determines whether the customer will walk into the store or walk away from it. It is an effective tool to use when the image of the store needs to be changed. Window display can be used as a means to portray seasonal merchandise. Window display can convey what age group or income group of customers the store caters to. With the rising level of economic growth in the country, the level of disposable income of the customers is rising. This has, in turn, led to tough competition among the retailers. In this cut-throat competition, those retailers win who are able to attract and sustain the attention of the customers. Unique and effective window displays play an important role in this regard.