Eye-Level Still Wins: A Reminder from the Frontlines

In an age of digital everything, it’s easy to forget the power of physical presence. But new data from Rüfenacht’s latest white paper reminds us: when it comes to pharmacies and drugstores in Switzerland, showwindows and in-store promotions still punch well above their weight.

Consumers may browse online, but they buy where they see, feel, and trust. And nothing builds that trust quite like a well-crafted display at the right moment. These visual touchpoints help reinforce brand familiarity and create real-world engagement that digital banners or email newsletters can’t replicate.

1. Visibility Converts: The Real Impact of a Good Showwindow

• 3–9% of passersby are drawn into stores during peak times by compelling window displays.
• 60–80% notice the displays even if they don’t enter immediately—creating brand recall that can convert later.

Effective showwindows act as silent salespeople. They influence not only foot traffic but also product perception and long-term brand engagement. In a competitive market where consumer attention is split between screens and shelves, the power of visual triggers at street level is a strategic advantage.

2. Sales Uplift You Can Measure

Stores with strong window promotions report an average 25% sales increase for featured products compared to in-store signage alone. But it doesn’t stop there:

• New product launches benefit especially from window presence—offering visibility during critical introduction phases.
• Sales gains often persist beyond the promotional period, suggesting lasting influence on consumer behaviour.

These figures confirm that showwindows are not merely decorative—they are performance tools. Especially in categories like derma-cosmetics, supplements, and OTC remedies, shelf visibility directly impacts both sell-in and sell-out dynamics.

3. It’s All in the Eye: Behavioural Science Supports Visual First

Approximately 90% of what consumers perceive in a retail space comes through sight.

Displays that:

• Reflect consumer values,
• Feel coherent and curated,
• And align with store identity

…tend to outperform generic setups. This is especially relevant in Swiss retail where regional differences (Romandie vs. Deutschschweiz) can impact consumer expectations, language preferences, and visual culture.

4. Best Practices: It’s Not Just About Pretty

A visually appealing display needs more than nice graphics. According to the report, the most successful setups follow these principles:

• Thematic coherence
• Use of props and movement to add depth
• Effective lighting and colour to guide attention
• Monthly updates to avoid visual fatigue
• Local tailoring for regional relevance

Incorporating these elements doesn’t necessarily require a massive budget—but it does demand operational coordination. It means the person designing the display isn’t the only one responsible for its success. Installation, lighting conditions, and pharmacy-specific constraints all play a role.

5. Gender Patterns and Timing Insights

Did you know? Among consumers who noticed window displays:

• 88% were women,
• Most engagement happened during commute hours, weekends, and holidays.

This has implications for targeting, message tone, and even the choice of products to highlight. Brands aiming at wellness, beauty, and family care categories should time their campaigns accordingly and consider the visual preferences of their primary demographic.

6. Strategic Takeaway: Physical Retail Needs Precision

In-store marketing is not outdated—it’s under-optimised.

Too often, in-store campaigns are treated as “executional” rather than strategic. But every pharmacy window is a media placement. Every gondola, poster, or counter display is an opportunity to trigger recognition, influence behaviour, and activate trust.

With the right coordination between creative, operations, and field execution, window and in-store promotions can become high-performing media channels.

They generate real sales, measurable brand lift, and continued pharmacist trust—if done right. For example, campaigns that align message timing with seasonality (think allergy products in spring or immunity boosters in fall) tend to outperform generic year-round messaging.

And like any campaign asset, they should be part of a performance review loop. What worked? What drove ROI? What could be improved? Rüfenacht’s field insight and execution data can help answer those questions.

Final Thought

Don’t let your brand go unnoticed behind the glass. Showwindows may be old-school, but in Swiss pharma retail, they’re still one of the sharpest tools in the box.