The goal of any retail store is to engage its shoppers. Emotional engagement is key to sales. Without this, it will be a challenging task to get shoppers to buy unless it is only for function that customers are looking for. We know for a fact that shoppers buy products based on how they feel about the item. Therefore, providing the stimulus to this emotion or feeling paves the way effective selling. 
Product displays are a great way to emotionally engage shoppers. The key here is to a certain extent, make them fall in love with the very items a shop is selling. Case in point this window display. The photo below simply shows the product while the lower one shows how this very functional display can be turned into one that elicits ooohs and aaahs from passers-by. Can you see how the right display can influence sales?