Citation
Cole, G. (2014), "Executive summary of “Effects of show windows on female consumer’s shopping behaviour”", Journal of Consumer Marketing, Vol. 31 No. 5. https://doi.org/10.1108/JCM-08-2014-1097
Publisher
:Emerald Group Publishing Limited
Executive summary of “Effects of show windows on female consumer’s shopping behaviour”
Article Type: Executive summary and implications for managers and executives From: Journal of Consumer Marketing, Volume 31, Issue 5
This summary has been provided to allow managers and executives a rapid appreciation of the content of the article. Those with a particular interest in the topic covered may then read the article in toto to take advantage of the more comprehensive description of the research undertaken and its results to get the full benefit of the material present.
The volatile and changing nature of the retail sector makes for a highly competitive environment. Securing an advantage demands effective promotional strategies. A common tactic used by many firms is to focus heavily on the visual aspects of merchandising. Various elements of this include store design, lighting, graphics and sound.
Window displays which incorporate these and other features have become an increasingly key part of the marketing armory. Show windows are important as they present an opportunity to spark interest and favorably impress potential customers. The initial impact on people’s perceptions can persuade individuals to enter the store and might, subsequently, result in sales. Marketers recognize the importance of such displays in creating links between retailer and customer, while additionally providing an ideal opportunity for stores to express brand identity.
Previous work has confirmed that consumer emotions are greatly influenced by the shopping environment. Consumers are likelier to positively engage with a store when they view the surroundings favorably. When perceptions are negative, however, the normal reaction is to circumvent the outlet.
The “visual merchandising” is deployed to help boost the shopping experience for customers. It is claimed that visual information functions on a psychological level and encourages observers to include the displayed items on their consideration list. Informing consumers about available stock and saving time is another benefit associated with window displays.
Show windows contribute significantly to the atmosphere of a store, and various important features are incorporated. Key components are:
Color: This element helps to convey specific moods and themes, although the impact might vary across different cultures. A need for care when choosing certain color schemes is therefore imperative. Similar awareness is necessary when determining whether to use natural or unnatural colors in displays. The use of red and pink to market gifts for Valentine’s Day is a typical example of how color can be utilized effectively.
Lighting: Mood can also be influenced by use of this feature. In addition, lighting is able to enhance the products being displayed, and the degree of brightness can be manipulated through computer software.
Other typical elements of a window display are graphics, photography, mannequins and additional props used to convey a particular story, scene or message that serve to engage and entertain the observer. Obtaining the desired effect makes it vital to include appropriate elements, the selection of which might be determined by customers, competitors or industry figures to some extent.
Marketers have no control over consumer reaction to the show window. Their response will be determined by the degree of fit between the environment and their own “desires and experiences”. This influences how the information is processed by them. Salespeople also shape consumer perceptions and incentives. Whether an individual is practically or hedonically oriented is another key factor in the type of environment they are most likely to favor. The former type are rational characters who seek functional efficiency and value for money in their purchase, while those with hedonic motives mainly seek shopping experiences that provide pleasure and happiness. Socially interacting with others is among other hedonic shopping motives which also include the desire to experience new trends and purchasing items which convey status or individuality.
Consumer purchase behavior is strongly influenced by their emotions. It is thus conventional practice for marketers to try and make people happy, sad, anxious or annoyed. Pleasant feelings are generally most conducive to eliciting purchases, so a key aim is to trigger contentment and joy. Successful realization of these aims will vary by product category.
Various studies have confirmed that females engage in more shopping activities than males. They generally shop more frequently and are prepared to make family purchases, as well as buy things for themselves. The whole experience matters to females, who deem shopping a leisure pursuit. Compared to men, women are likelier to make purchases to enhance their appearance like fashion items and beauty products.
The notion that the store environment serves as a stimulus which shapes the internal evaluations of consumers that, subsequently, determine behavioral responses reflects a model that is widely deployed in the analysis of shopping behavior. It is labeled the “stimulus-organism-response” (S-O-R) framework and guides the current study by Jain et al.
In-depth interviews were carried out to ascertain the “general shopping behavior” of 20 female respondents aged between 25-68 years. Responses were used to identify factors which most affect the relationship between display windows and shopping behavior. Subjects were then presented with a photograph of a show window from renowned shopping areas of New York and Chicago. Different types of store and product category were represented and participants were asked for their feelings, thoughts, perceptions and behavioral responses to the window.
A survey was created based on the main themes which emerged from the interviews and delivered to female university graduates with a mean age of 30 years. The 209 subjects expressed a preference for formal clothing and had previously bought items from the stores mentioned in the survey. Respondents were assigned to one of four show windows from either moderately or highly expensive stores. They then had to indicate how different survey dimensions reflected their perceptions of the show window and impacted on their purchase intentions. The authors labeled the five dimensions as:
Social, to reflect the importance of shopping with and for family and friends.
Informational: This factor relates to consumers identifying the latest fashions via window displays.
Hedonic, which describes the fantasizing that takes place when observing show windows.
Image: Consumers learn about brand and store status through this factor.
Feel-good: Happiness and enjoyment experienced from the window display is conveyed here.
Analysis revealed that these factors positively influence the purchase intention of females by triggering favorable emotions toward the store. The feel-good dimension is particularly important in this regard. Image has the greatest impact on the feel-good factor, while the social and hedonic factors are also significant. Jain et al. noted that the informational factor had the weakest effect.
The authors conclude that window displays should offer consumer benefits associated with the above dimensions. Suggestions include providing information about functional product attributes and latest trends, and enabling the consumer to dream. Purchase intention should increase as a consequence of the positive feelings that materialize.
Retail managers, store designers, brand managers and marketers are advised to collaborate to create effective window displays that captivate female shoppers and generate positive emotions. The aim should be to showcase functional and symbolic product attributes and the aesthetic appeal of trends using appropriate colors and designs to produce an enchanting effect. Use of mannequins and other visual features will help convey an image that consumers may aspire to.
Individual elements of a show window could be explored in future research that might also compare the impact of displays in different product categories. Scholars could address actual purchase behavior and how show windows relate to in-store displays and other points of contact with the customer. Other suggestions include a consideration of male responses to window displays and replicating the work in emerging markets.
To read the full article enter 10.1108/JCM-04-2014-0946 into your search engine.
(A précis of the article “Effects of show windows on female consumer’s shopping behaviour”. Supplied by Marketing Consultants for Emerald.)