Research carried out by leading shop displays supplier Displaysense has found that consumers are turned off by shop window displays that don’t change.

According to the survey by the organisation, a high percentage of people will not return to a shop if the window display looks the same as on their previous visit – which could mean that many retailers are missing out on repeat sales by failing to build up a regular customer base.

Displaysense also spoke to retailers and discovered that many admit to only changing their window displays four times each year – a habit that may need to change if they are to remain competitive in 2011.

Steve Whittle, marketing director at the company, comments: “Many retailers are still only changing their window displays with the four seasons and have failed to understand the customer demand for fresh products all year round.

“In a recent survey, we found that retailers that alter their shop window displays more than ten times per year have up to a 75 per cent higher rate of return customers than those that stick to the seasonal pattern of four changes each year.”

And with the VAT increase taking effect from January 4th, retailers will need to ensure customers do not turn to the internet to counter any high street price increases if they are to have a successful year.

But changing window displays on a regular basis does not need to be a costly exercise – with Mr Whittle pointing out that even small alterations can have an impact and entice customers back into stores.

“We are not suggesting that retailers should have a new display designed every week – even a few small changes to the display can make all the difference,” Mr Whittle explains.

“A fashion retailer, for example, could simply change the style of clothes, the type of shelves or use a different mannequin on a regular basis. These simple and low-cost actions could improve the appeal to passing customers who get to see more choice and are therefore more likely to enter the store,” he concludes.

Other retailers can also benefit from applying the same logic to their product displays. Swapping the items on show – or even repositioning the display stands to make different products stand out – on a regular basis could be all that’s needed to entice shoppers off the street and into the store.

The Displaysense survey found that, on average, customers spend three seconds looking at a shop window before making a decision. If the products on display are the same then no new interest can be gained and the customer is unlikely to enter the store.

With so many challenges facing high street retailers at present, shop owners cannot afford to be complacent when it comes to bringing in more customers and as Displaysense’s research has highlighted, there are numerous simple and inexpensive steps stores can take to boost their sales in 2011.
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Displaysense has been working in the shop displays sector since 1978 when it started out in Hertfordshire. Since then, the organisation has grown substantially and now manufactures its extensive range of products in 25 countries around the world.

Orders can be shipped anywhere in the world and the company constantly seeks to update and improve its offerings. Following a philosophy of choice, value and service, Displaysense’s customers can rest assured that they will receive the best products from the leading shop display and fittings retailer.

If you would like any further information about the products and services offered by Displaysense, please contact us.

Email: sales@displaysense.co.uk

Tel (UK): 0845 200 8139
Tel (Int):  +44 (0)1279 460 460

Address:
Displaysense
Rye Street
Bishop’s Stortford
Hertfordshire
CM23 2HG
United Kingdom