The Communication of Window Displays Essay Example | Topics and Well Written Essays - 1750 words

The Communication of Window Displays - Essay ExampleHenry Selfridge, the owner of Selfridge retail merchant store and the initiator of visual merchandising understood the signifi offert of window divulge. Thus, he came up with mod window designs in order to communicate to customers on the available brand offered in the Selfridge store. The creative theatre director of Burberry store (London-Regent Street), Christopher Bailey also came with innovative ideas for communicating to the grass overpers about the brands available in the store. Selfridges and Burberry are among the fashion retail merchant companies that employ window displays strategy in order to increase sales in the highly hawkish global market.Bhalla and Anuraag (2010, p.145) argue that wherein gratification precedes loyalty, retailers have learn that it is through being smart that one can achieve success in the highly competitive market. Therefore, retailers attempt to use window displays as a strategy of communica ting to the consumer about the products and services they deliver to them. Selfridges London and Burberry use window display in order to communicate at physical interfaces with the consumer right from the point of sighting the store or the shop. The show of window display is to catch the attention of the consumer at the store front and entice him or her into the shop thus creating enough interest for him or her to make a consumption decision. This technique of window display is known as visual marketing hence, retailers use this technique to deliver a differentiated and shop experience. Visual marketing technique plays significant role in shopper acquisition and customer loyalty, in which a lot of efforts and expenditure are invested (Bhalla and Anuraag 2010, p.145).Additionally, window displays create first impressions of the retailer stores and its offering through tactical communication. For instance, Selfridges London and Burberry retailers use art and visual communication desi gns or images for sustaining the preference of the