Recently, a webcam eye tracking company called EyeTrackShop performed a study on the holiday displays in various retailers’ windows. They chose six popular stores, two sets of three similar shops, to determine whether customers were influenced by the holiday window displays.
EyeTrackShop showed 400 respondents images of each store’s holiday display window. According to their results, the participants focused on Gap’s display window 35% longer than they did on Gap’s competing retailers, H&M and Uniqlo. These respondents reported a 26% higher chance of shopping at Gap after seeing this display compared to those of the other stores.
The study on Bergdorf Goodman and its competitors, Saks Fifth Avenue and Henri Bendel, showed similar results, with the viewing time recorded at 28% longer than on the competition’s images and a higher intention-to-buy rate of 4%.
Though actual reports on the sales could not be released due to private contracts, the Vice President of Client Services for the shops in the study said that there is a clear and direct correlation between the time spent looking at displays and the subsequent sales.
If shop keepers can create a display that draws and keeps the shopper’s attention, the store is more likely to bring in that shopper’s business. It isn’t necessarily the merchandise in the windows, either. Showing motion is an excellent strategy, as shown by Bergdorf Goodman’s display that included the figures of jumping horses. Static products do not draw nearly as much attention.
Gap had another tactic. Their display window included a price, which set it apart from its competitors. Doing something unexpected or different in a display window can really help retailers draw the eyes of their customers and increase their sales for the holiday season.