The Importance of Shop Windows in Creating a Shop's Identity and Attractiveness

Važnost izloga u stvaranju identiteta i atraktivnosti prodavnice

Inga Grgić,

Sanda Renko

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Issue:

43/4

DOI number:

UDK 658.871

Abstract

While choosing the store, customer first notices the store window and it plays an important role in retailing strategy. Store‘s window is what customers see first in meeting with the store. Store window design can lead customer to enter the store, and can give a lot of information about store brands and products. Besides the analysis of the way how specific elements of the window design affect customers and their perception, the explanation of their attraction and rejection to customers is given. If we consider the importance of the topics, we can point out the lack of literature about store windows as the communication tool which allow store to communicate with its customers and to create its retailing strategy as well. There is the scientific contribution of this paper. The paper gives theoretical comprehensions completed with the results of the study about the importance of store windows for retailers as well as for customers. Therefore, for the purpose of this paper, a two-phase research study, including a qualitative and a quantitative approach, was used: 1) the qualitative study among retailers which indicated the most important elements of store windows, the level of financial sources invested in the window design, the basis for the decisions about store window design, etc.; 2) the quantitative study on the sample of consumers conducted with on-line questionnaire. Findings suggest that store window attractiveness is the main motif for store visits. The results of the research confirm that by means of store window and its elements (with special emphasis on price and pricing actions) retail store sends messages to its consumers.

Apstrakt

Prilikom odabira prodavnice kupac najpre zapaža izlog koji ima važnu ulogu u strategiji prodaje. Izlog prodavnice je upravo ono što kupci prvo vide prilikom susreta sa prodavnicom. Dizajn izloga prodavnice može navesti kupca da uđe u prodavnicu i na temelju dizajna izloga kupac može saznati mnogo o brendu i proizvodima. U radu je, pored analize kako pojedini elementi dizajna izloga općenito deluju na kupce i njihovu percepciju, objašnjeno i kako isti privlače ili odbijaju kupce. Uzevši u obzir važnost istraživane problematike, ustanovljen je relativno mali broj radova koji se bave izlozima kao sredstvom komunikacije prodavnice s kupcima, te konačno i elementom kreiranja maloprodajne strategije. U tomu se ogleda znanstveni doprinos ovog rada. U radu su teoretske spoznaje nadopunjene rezultatima istraživanja o važnosti izloga kako za prodavce, tako i za kupce. Istraživanje se sastojalo od dve faze. U prvoj fazi je kvalitativnom metodom intervjuisanja među maloprodavcima ustanovljeno koji su najvažniji elementi izloga, koliko su opravdana sredstva za uređenje izloga, temeljem čega se donose odluke o dizajnu izloga i sl. Druga je faza obuhvatila istraživanje među potrošačima koje je provedeno metodom anketiranja on-line anketom kao instrumentom istraživanja. Istraživanje je ukazalo na atraktivnost izloga kao motivom za posetu prodavnici. Potvrđeno je da izlogom, odnosno elementima izloga (s posebnim naglaskom na oznake cena i cenovnih akcija) prodavnica odašilje određene poruke svojim kupcima.

References

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