Right Store Identity with Window Writing

Effective window displays introduce shoppers to what’s inside the store. Featuring merchandise in a store window grants those items an extra appeal similar to that from a celebrity endorsement as the shopper subsequently looks around inside. Displays which portray the product or service being used trigger imagination of usage by those looking at the window, and imagining usage builds purchase likelihood.
     Beyond this, researchers at University of Texas-Arlington find that the glass itself offers a canvas to introduce shoppers to what’s inside the store image. “Place identity” occurs when the words and phrases put on the windows resonate with the values of the shoppers. High place identity enhances ongoing patronage.
     In this research, consumers were asked to evaluate the idea of posters, flyers, stickers, and text on windows and doors at retail stores. The consumers rated the window writing on how interesting, appealing, impressive, eye-catching, and creative they found it to be. The consumers were also asked about likely value offered by the merchandise and about intentions to shop at stores with writing on the windows.
     Facilities with window writing the consumers liked were more likely to receive high ratings for merchandise value and shopping intentions. Moreover, the consumers rated writing on the store windows as a better way to assess for a values match than could be accomplished with advertising or with email contacts.
     What occurs is a positive version of what was found in another set of studies, those about bumper stickers. Researchers at Colorado State University found that drivers of cars with bumper stickers are more likely to honk, tailgate, cut off other vehicles, and express other aggressive behaviors than are drivers of cars without bumper stickers. Unexpectedly, this held true whether the sentiment on the bumper sticker was about aggression or acceptance. “My Kid Is an Honor Student” as well as “My Kid Can Beat Up Your Honor Student.” “Visualize World Peace” as well as “Don’t Mess With Texas.”
     People were using the personalizing of their cars to justify the expression of aggression. The bumper stickers were proclaiming territoriality. “This car is my place with my values.”
     In the case of the writing on the store windows, the territoriality is store-sponsored graffiti, again reflecting values.
     As with graffiti, many cities place limitations on store window writing. Still, working within those limits, you can right any confusion about what your store stands for.

For your success: Retailer’s Edge: Boost Profits Using Shopper Psychology

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