M-Cube Magazine

Digital Windows: Communicate the joy of returning to the shops

Digital Window

The Digital Window is an engagement tool used by brands to communicate with their customers in a new and different way. Here, the window exceeds its display function to showcase a constant flow of strategically relevant information and content.


The Digital Window is much more than its name implies. The technology is divided into artwalls (separate monitors) and LED walls, either full screen or transparent, which help the brand to beat static displays by showcasing highly engaging interactivity. Digital signage is the key to a mechanism that attracts maximum levels of attention. The use of LEDs allows the brand to capture the hearts and minds of customers, developing a new quality standard in terms of interaction and communication.


Communicate the joy of returning to the shops

The Covid-19 pandemic has caused the profound cultural transformation of consumers and the way they shop. This transformation will not be temporary. According to McKinsey analysts, 7 out of 10 people (70%) foresee their online purchases continuing, if not increasing, even after restrictions have ended and almost a third of the sample (28%) state that they wish to completely avoid stores. For the retail sector, which employs 3.5 million people and is made up of 1.2 million companies, this continuous stopping and starting is not sustainable and doesn’t work for everybody. Now more than ever, the store window must transmit new values such as trust and safety, reminding people of the joy to be found in returning to the shops.


How have consumer expectations changed?

More and more brands are using digital windows as their preferred media for providing information and conveying their brand personality. The fact is that over these long months, there has been a shift in the mindset of home consumers, who have raised the bar in terms of their expectations. While browsing online, they have become used to looking at a constant stream of information, images, and videos on their PC and mobile screens, developing an omnichannel attitude. Even the most striking window display will struggle to compete with digital engagement. Now ultra-demanding and ultra-digital, customers expect the same from companies. Almost 9 out of 10 Italians (89%) think that companies should accelerate digital transformation while almost 7 out of 10 (68%) want companies to improve their digital capacity and evolve faster, with over half (54%) demanding improved engagement techniques from brands (source: The State of the Connected Customer – Salesforce 2020).


When your store window offers infotainment

Digital windows make windows connected and communicative. In comparison to the use of mannequins and a coordinated selection of products, the video storytelling offered by LEDs multiplies the value proposition of your goods. Messages are far more appealing and enable stores to intercept passers-by with an objective hook that uses multiple content types and helps to maximise footfall in the store. Unsurprisingly, the content of many videos has changed to reflect the new normal. Before the Covid emergency, much programming was pure advertising with dreamlike scenarios and schedules were packed with videos and subject to constant change. Today that focus has shifted: brands choose more contained environments for their fashion shows, such as theatres or their own showrooms. The aim is to develop a communication strategy that is linked to the mood of the season, with a focus on a selection of leading or particularly meaningful products. Content has remained very visual in general but the way that the brands want to communicate has changed, extending the reach of messages that:

  • highlight promotions
  • illustrate loyalty card initiatives
  • share messages from the newsletter
  • give information about safety measures, the maximum number of people allowed in the store, or opening hours on the basis of the various measures adopted by each country

3 good reasons to choose Digital Windows

Choosing technological innovation and placing immersive digital communication screens in your windows offers multiple advantages for brands.

#1 Versatility

Compared to the use of monitors, the versatility of LED technology makes a real difference, enabling the creation of high-impact installations even where windows are small or complex. The possibility of creating screens of any shape and size allows limitless creativity when it comes to design, transforming these spaces into highly dynamic and evocative three-dimensional surfaces. Transparent LEDs are used since their construction means they do not obscure the view and passers-by can look into the store. They are also extremely lightweight and can be installed on doors too.

#2 Variability

LED furnishings can be designed in any way: they can be translucent, compound and curved; rectangular, square or round; shaped into a zigzag, an arch, a column or a wall. Transforming a static surface into a dynamic screen opens up infinite communication possibilities. This starts immediately from format, marketers can develop brand new stories, playing on multiple levels of perception to engage, entertain and amaze people, while sharing key information and services.

#3 Value

Whether it’s a stream of images or videos, colour-changing graphics and text or animations, digital windows always guarantee the value of your call to action. By combining information, interaction and simplicity, retailers suddenly wield a complete means of communication that boosts engagement, embedding information within a technological and aesthetic concept that solves the equation between available space and communication strength.


Laura Zanotti , Journalist & Technical Writer

24 February 2021


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