?Window displays are the retailer?s most economical form of advertising: they bring glamour, fun, theatre and art to the streets, whilst visibly expressing the store?s image and aspirations. ?*
Source
 
Shop windows are the very first physical point of contact between the store and the customer. They are the invitation, ?come in and buy? and the brand shaper ?this is who we are?. Shop windows have been called the ?soul of the shop?*. Most critically, window display drives over 25% of retail store business, and it is even more important in impulse buying.
And how long do retailers have to capture their potential customer?s attention" Well if you are walking down the shopping street you will only give 4 seconds of your gaze to each shop as you pass. And if you are passing by in your car it?s a tiny 1 second. Retailers must work very hard to get our attention. But we are paying attention. When we shop we want to be entertained, intrigued and welcomed. In Cyprus 90% of  shoppers* say they pay attention to windows when they are walking or driving according to research FOUNDiiD conducted with Cypriot Shoppers. And 28% of local shoppers tell us the reason they enter shops are the windows. So, as with the rest of the world, Cypriot shop windows matter.
The recent economic crisis hit the Cypriot retail sector hard, with multiple closures and the emptying of the high street. Many of the smaller and medium sized independent stores which have survived have done so by turning...