Despite digital marketing dominating the retail sphere, shop windows are once again showing their worth, acting as extremely valuable marketing assets.
Brands are increasingly effectively utilising windows and shop fronts to boost consumer engagement, filling the outdoor space with innovative outdoor ads. One of the main benefits of shopping in a physical store over shopping online is the entertainment value… and thus, when integrated into wider campaigns, these executions have the ability to transform shop fronts and create compelling and immersive shopping experiences.
Window displays are an increasingly important element of 360 campaigns, and when incorporated effectively with digital initiatives can lead to huge sales uplifts as well as increased website traffic as a more immediate response. Windows offer marketers the opportunity to be creative and unique, particular when compared to more commercially driven digital campaigns. The space can be tailored to promote specific campaigns and support an immersive in-store experience, ultimately, aiding in cutting through the retail noise.
In April 2016, Topshop utilised it’s high traffic location on Oxford Street to promote the launch of widely anticipated Ivy Park activewear line. They covered the front of the store with a 20 metre banner featuring Ivy Park co-creator Beyonce wearing items from the range. The ad was mirrored in the windows themselves which also featured a screen showing the campaign video on repeat. The campaign maximised visibility and capitalised on sharing content, inviting dancers to perform at the collection unveil.
Also in April and at it’s Oxford Street location, H&M celebrated World Recycle Week by projecting a green coral reef on the face of it’s flagship store. Consumer engagement was peaked by linking the light display to an interactive floor inside the store itself, enabling shoppers to change the colour of the lights outside by walking across the tiles.
Unveiled on April 1st, Harvey Nichols showcased a revamp of it’s menswear floor, using all 11 of it’s ground floor windows to highlight the makeover to passers by. Located in Knightsbridge, the department store sees high footfall and as such, the ‘Destination Menswear’ window display campaign was designed to feature men within various home settings. In order to incorporate the window displays into a 360 campaign, the hashtag #DestinationMenswear was featured encouraging shoppers to share images online.
House of Fraser
Some window campaigns integrate digital more than others, with House of Fraser leading the way back in 2015 with their Black Friday shoppable window displays. The windows featured augmented reality technology which connected to the House of Fraser app unlocking Black Friday offers.