Window display in a storefront helps enhances the image of a store to attract customers / Kamal Hussin Abdul Hamid

Good displays are primarily designed to sell merchandise,
but they also create an atmosphere that indicates the
character of the store. For example a prestige department
store stresses elegance and high styling in its displays to
convey the type of merchandise it carries. On the other
hand a supermarket covers its windows with signs
anniuncing sales and markdowns, which creates the
impression that it is a store for bargain hunters. Good
interior displays create a pleasing environment for
clientele. Tasteful displays make customers feel that the
store is providing a pleasant place for them to shop and
make the employees feel that the store is interested in
them because it provides an attractive place to work.
Window display that are used to increase the sale of
merchandise are called promotional displays. The great
majority of window display are set-up purposely for
promotional i.e to sell products. Window display function
as an institutional displays because they sell the instituition
or store as a whole and thewy also build customer goodwill.