How To Tell Shoppers To Tell Stories To Customers

In the night, the bright light in the shop made people consciously look up.

There seemed to be a static performance in the lamplight. The models sat together drinking tea and chatting, each wearing the same series, but with different styles and colors.

And match different cups and accessories.

This is a small gathering. What are they talking about? There is a beautiful woman not far away. Although the pavilion is at the counter, it is not as melancholy as last year. She is inviting passers-by into the world, wearing the same fine clothes as she does, turning the same delicate makeup with her, and remaking her own sitcom.

The models in these windows seem to have souls. They seem to be walking into the hearts of passers-by.

And this is what businessmen want.

The window is not only the scenic line of the city, but also a dialogue between businessmen and consumers.

In order to attract customers, every shop will try to arrange their own windows.

Showing the characteristics and positioning of products, and rendering the commercial atmosphere created by products, the ultimate goal is only one: come and buy me!

Pick up desire to buy

The essence of window is sales.

In the retail terminal, the window plays the role of "soul and eyes". The quality of the window is almost the same as the vitality of the brand.

In window display design, planning is the key to the birth of "soul and eyes".

In the process of display design planning, taking into account the brand at the same time, we need to take into account the impact of culture. We will fully tap the largest target consumer groups, expand the brand influence and occupy a larger market.

A qualified window display, at least the function is to attract the passers-by's gaze, whether it is a handbag or a necklace. Many people should still remember Audrey Hepburn's gaze at the jewellery window in Tiffany's breakfast. It should be a landscape, and also the first mirror of fashion products for consumers. It shows its posture and reflects the needs of consumers.

A good window can display the overall image of the shop to the customers, leaving a good first impression on the customers.

People's understanding of a thing depends on 70% of their vision and 20% of their hearing.

Window display can maximize the mobilization of the customer's visual nerve, while storytelling, thematic display is easier to please the consumer.

With more than 20 years of business experience, Maier, the planning director of the Beijing Times Business Consultants Limited, has seen the changes in the window of Beijing shopping malls. In the early years, the style of Beijing's shop windows was to fill all the goods in every space, and pile up enough to be at ease.

"This is actually the style of the hypermarket," Li Kerang said. "Later, the foreign department stores attacked in great quantities, and the window of Beijing had the artistic conception of leaving blank, and gradually formed their own styles.

Most importantly, the commercial window learns to tell stories to consumers on different festivals and scenes, adding a little warmth. "

Li Kerang believes that window design works should closely focus on the theme of the product, the brand positioning of the company, and the different characteristics of the specific products (such as clothing, jewelry, skin care products and so on). They also need to know how to create topics. In the eyes of the insiders, Jane's window is only information, and the bright window will be sublimated as a topic idea.

"Good window design should be consistent.

The characteristics and positioning are visual impact, attracting eyeballs, and content can reflect the connotation of brand.

LiYu, who had designed Messi stores in the United States, told reporters: "the window is like a child in the product family. He goes out in line with the temperament of the family."

First of all, window design should be consistent with brand characteristics and positioning.

For example, the brand positioning of the mobile zone is a young and dynamic crowd. The global positioning is business people, and the two are far from each other, so their location of the window design will be different.

Secondly, design is the embodiment of beauty, the display of details, and the unique characteristics to attract people's main goals.

In LiYu's view, the attraction of window design is not to see the location of the product, but to give people the desire to own it.

The modern market concept also believes that consumers have become many.

The center of the complex relationship of the elements, the window display is effective only when it meets the needs of the consumer.

Only by understanding and grasping the consumers' needs and psychological tendencies, can brands identify the "market target" and "market positioning", accurately grasp the conjunction point between exhibits and consumers' psychological needs, so as to make an overall plan showing the market's dynamic display.

Kirsten Wehrenberg Klee, who has worked with LiYu, told reporters: "window design is a kind of life breath and mood making. They are embodied in the sense of commercial operation, which mainly includes: trust, excitement, freshness and independence.

For example, the Christmas themed window design will bring you back to your childhood.

A good product is like a candle. It will kindle your mind.

And a good show will make you feel exactly what you want.

Kirsten Wehrenberg Klee thinks: simple and touch your heart is the purpose of window design.

These sources of inspiration do not come from indistinct meditation, but from the trend themes of fashion trends, the extension of brand product design elements and the marketing plan of brand season.

Based on this, making customers the most convenient, intuitive and clear "touch" merchandise becomes the primary goal of window design.

From the perspective of view, brand can be regarded as the network diagram of various thoughts and associations in the minds of customers, and it can also be said that the main link of commercial space design is to let products sell.

How to make products create environmental associations for customers, and display window plays a leading role in opening up a new business environment for products.

And only when the exhibition association becomes part of the buyer's life, it realizes its real value.

First of all, the character of the commodity determines the style of the window display.

The same is the fashion store, the high-end women's clothing store's freshness and elegance is quite different from that of the youth casual store.

Secondly, does the commodity have a great influence on the purchasing psychology of customers?

Small commodity groups can play a noticeable role, but too much aggregation can also lead to "unsalable" speculation.

The asymmetry of group processing will give people the impression of "rush".

As for the valuable goods, only strictly limiting the quantity of display to fully display its value, the design of the window should be a lively and prosperous atmosphere for the products appearing in the group, and the elegant and unfolding style should be pursued in the design of the goods appearing individually.

Third, the shape of the same commodity changes more, the space feels lively, but also easy to mess.

If there is little difference in the image of the merchandise sold, attention should be paid to changes in the design space, otherwise it will make people feel dull.

However, there is little change in the shape of shoes. In order to arouse people's interest, some foreign shoe shops often make full use of the changes of space and display devices, creating vivid atmosphere, or using models to form colorful images.

The magnitude of changes in the size of similar commodities needs to be considered.

For example, there are both huge piano and exquisite harmonica in musical instrument shop. This variety of amplitude causes different sense of space. The products with large amplitude display are rich in shape, but it is also easy to cause confusion. When designing, we should emphasize order and reduce artificial decoration elements.

Goods with a small change range are arranged in neat order, but easy to fall into monotony. When designing, they should pay attention to changes and increase decorative elements.

The color and texture of different products are also different: the color of antiques and household appliances is grey, and the colors of plastic products and toys are colourful. This requires that the color of window design plays a role as a foil and highlights the color of commodities as far as possible.

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Interactive display window

With the progress of science and technology, there is another kind of interactive display window in the market, which is also called electronic window, digital display window or magic window.

The digital display window is a new holographic nano touch film, which is attached to the glass window and glass door of the business. It maps the business propaganda and information display of the business to the glass medium, and attracts potential customers to interact. It realizes the 24 hours of closing, recording the interactive information of potential customers, promoting the brand image, and providing advertising.

You may remember that in the movie "minority report", the actor Tom Curise inquired the message on a clear glass. In the movie "sixth days", the actor Arnold Schwarznegger understood his own life in the pparent glass of the library. These scenes that could only be seen in science fiction movies have become a reality today.

In the early April, the first shop window with pparent digital signage appeared in the United Kingdom. Harrods's Knightsbridge department store and Crystal Display System jointly built up a digital signage dynamic shop window.

The Harrods project has used a 22 inch (56 centimeter) Samsung pparent digital display - the combination of dynamic screen images, which has surprised the window.

According to the reporter's understanding, interactive digital window display equipment can project images onto the ordinary glass on the street glass window of a businessman (all interactive digital window display equipment is placed in the shop, and the size of the screen is not limited). Customers click the image screen across the glass outside the shop. The interactive window equipment in the shop can sense the action of the customer's fingers, and accurately locate the finger position, control the image to match the operation of the user, realize the selection of fingers or other natural objects on the projection screen, open the interface, change pictures, query information, drag and control functions, so as to turn the ordinary glass window into a super large interactive advertising touch screen.

Compared with the traditional window, the digital display window has randomness. It can be attached to any medium, such as pparent glass, liquid crystal display equipment, LED display equipment; Fashion - touch film is pparent, the naked eye can hardly be seen; technology - can penetrate glass or other medium to realize finger action induction.

All devices are in the window, and equipment management and asset safety are guaranteed. The size of the touchable membrane can reach up to 100 inches.

These 4 characteristics are enough to enable people to appreciate the special feelings brought by digital technology.

In fact, many enterprises are already moving on the digital display window. NOKIA's full digital purchase experience shop consisting of interstellar digital signboards and pparent display windows of Knightsbridge department stores make people feel that the era of digital display windows is really coming.

Although the interactive window will bring some impact to the traditional window, but in the next period of time, the traditional window in the market will still occupy a large market space.

With the penetration of technology in the window design area, the future window design may be even more amazing.

No matter the direct display, the implied Association and the exaggerated humour of the traditional window, no matter whether it is the magic interaction effect of the digital window, there is only one purpose: to arouse the associations of consumers, to create some communication and resonance in the mind, to show the characteristics of the products, not only to facilitate sales, but also to effectively enhance and enhance the brand image.