Get more out of your shop window with digital communication

It’s hard to imagine high streets without digital displays in shop windows these days. Not surprising, as it’s the best way to grab people’s attention and persuade passers-by to pop in. But what are the possibilities offered by such a digital shop window? In this blog, we’ll take a closer look at the key benefits, applications and technologies.

What are the benefits of shop window advertising? 

The biggest advantage lies in the dynamic element you add to your shop window. Moving images generate 400% more attention than static signage. This is because our brains naturally respond to movement; even a fleeting glance is often enough to arouse curiosity. What’s more, passers-by remember a visual message 60,000 times faster than text.

Furthermore, digital shop window communication excels in flexibility. You can update your content in an instant, ensuring it is always up to date. Smart integrations are also possible, allowing you to adapt the content in real time to the weather conditions or the time of day.

^{Standaard Boekhandel, Veritas, State of Art, Argenta and Xandres are all focusing on window displays.}

What can you use shop window displays for?

Shop window displays can be used for a wide range of purposes, although the approach varies depending on the time of day and your objective. Whilst during the day it’s all about visibility, brand awareness, creating a stopping power and inviting passers-by to come inside, in the evening the display takes on a completely different purpose. After closing time, shop window displays are ideal for reinforcing your branding, sharing practical information such as your opening hours, or directing passers-by to your online shop.

Did you know that your shop window displays are also suitable for Retail Media? By making advertising space available, you can create an additional source of income. You can read more about the possibilities in our Retail Media white paper.

What requirements must a shop window display meet?

A screen in a shop window is exposed to very different conditions compared to a screen inside the shop. That is precisely why not all digital signage screens are the same, and it is best to use specific screens for shop window displays:

1. Screens in shop windows often have to compete with bright sunlight. That’s why high brightness screens, with a brightness of 2,500 to 4,000 nits, are no luxury at all! This ensures your content remains visible at all times.
2. As the amount of light entering your shop window is constantly changing, high-quality, high brightness screens come fitted with a light sensor as standard. Thanks to this light sensor, the screen’s brightness adjusts automatically so that the image is bright enough during the day and dims slightly in the evening to save energy and avoid dazzling passers-by.
3. It can get extremely hot behind the glass. A standard screen cannot cope with this, causing the liquid crystals in the LCD panel to literally ‘boil’. This results in large, black patches on the screen (the ‘blackening effect’), which can permanently damage the screen. A professional shop window display, on the other hand, is fitted with panels that can withstand extremely high temperatures and features an advanced cooling system to prevent overheating.
4. Last but not least: a shop window display often has a polarising filter so that the image remains visible from any angle and when viewed through polarised sunglasses.

LCD or LED in your shop window?

It’s clear that a shop window display must meet a whole host of requirements. But should you opt for a LCD screen or a LED wall? It all depends on the viewing distance of your passers-by and your intended purpose:

LCD screen

Do people stand right in front of your shop window? If so, the viewing distance is short, and you’re best off choosing a traditional LCD screen. What’s more, thanks to the high resolution, you can display every detail flawlessly.

Do you want to communicate with both passers-by outside and customers inside? Then opt for a dual-sided screen. The side facing outwards has a higher brightness to counteract bright sunlight, which isn’t necessary for the side facing inwards. It’s also possible to control the content on each side separately.
 

^{A back-to-back display screen takes the spotlight in Provalliance’s shop windows.}

LED wall

Is your target audience in a larger space and is the viewing distance bigger? Then a LED wall is the way to go! Thanks to the modular LED panels, you can effortlessly create a large display surface for even greater visibility, attention and branding opportunities.

Want to find out more? Download our LED white paper. Be inspired and discover which technical aspects you absolutely mustn’t overlook when choosing the right LED wall.

Do you want to preserve the building’s architectural openness? A transparent LED wall combines the best of both worlds ;-). With a transparency of no less than 70%, you retain plenty of natural daylight, whilst passers-by outside can enjoy your dynamic content. Read all about it in our blog.

_{Whilst Hunkemöller catches the eye with a ‘traditional’ LED wall, Orange and De Slaapadviseur have opted for the open look of a transparent LED display.}

Ready to transform your shop window into a digital experience? Contact us at info@dobit.com. We are happy to help!