Measuring the Effectiveness of Retail Window Display as an Element of the Marketing Mix

This paper presents the results of a study undertaken by staff from Boots the Chemists and Nottingham Business School. The study attempts to quantify the effectiveness of window display design in order to produce an objective way of costing design effectiveness and significantly improving display design to create competitive advantage. The results suggest that relating consumer-buying behaviour to an individual marketing element makes sales forecasting and associated design criteria more predictable.