Window shopping
One speaks of window shopping when one chooses only to look at the window of a physical store without actually going inside the store. Window shopping obviously does not provide a retailer with direct revenue, but there is certainly an indirect interest. Obviously, a well-decorated window display is very valuable in attracting the attention of a passerby and building/confirming the desired look of the store. In addition, consumers often choose window shopping to quickly compare the offer of stores without actually visiting a store.
Responding to window shoppers
To get the maximum return from window shopping, it is very important for retailers to keep a shop window well cared for and up-to-date. In addition, it is important to ensure that the filling of the window corresponds to the (current) needs of the target group. Finally, it is important for the window shopping return to ensure good communication of the information that is valuable to the target group. After all, a window should be seen as a means of communication from the retailer to the target group. This is certainly the case when this target group decides to window shop.