Among all the merchandising and sales techniques; all the online, social media and community interaction tips; and all the in-store promotional displays and signage, little is more important to a business than its store-front window. This is why we prepared 12 Tips for Window Display Ideas.
Quite apart from its ability to draw in casual customers and make bold statements about what’s on offer, the way you face the outside world says huge amounts about what type of business you are. Research describes shop-front window displays as “silent salesmen”. Those can communicate your store’s characteristics and draw people into the sales area even if they hadn’t intended to. Some research even shows that people who tend to have a negative view of window displays are still drawn into shops by their effect.
Powerful stuff, you have to admit. So, how do you make the most of your window display? Here’s our 12-step guide to creating an ideal showcase for your business and to get potential customers through your door.
Here are our 12 Window Display Ideas
1. Don’t be limited by space
Of course, having a whole block of pavement-fronted window displays is going to catch passers-by. However, there are plenty of bold statements you can make regardless of the size of your window. Whether you want to hang signs, mount displays or create customised fixtures and fittings, there are always innovative ways in which even the most challenging space can be made to work.
The way shoppers view your store will improve the more innovative your window display. Researchers have found that a shop’s overall image benefits from having a storefront display and the more innovative the display, the more likely passers-by will think it’s worth going in.
3. Think interactive
The way shoppers respond to your store and their first impressions are guided by how interactive your window display is. This doesn’t have to be physical interaction. Just a mix of signage which talks directly to them or displays which surprise them or make them react in some way.
4. Differentiate between image and objects
Some businesses will let their products do the talking while others will want to push brand and identity.
5. Storytelling sells
It’s all very well theming according to season or putting your new products on pedestals. Nevertheless, your display will be more gripping (and more interactive and innovative) if you can tell a story through your display. For example, Easter is typified by eggs and bunnies. Still, your display could be themed more around an Easter egg hunt with “hidden” treats and outdoorsy props.
6. Planning and consistency
Draw out your design for your window display and make sure everyone involved is on the same page. For example, it would be good to carry any themes started at the front of the store, throughout the shopping experience. Moreover, it goes without saying that you’ll need to be fully stocked up on any items you’re pushing via a window display.
7. Get the basics right
The golden rules of window dressing are making sure key elements are at the same eye-line as passers-by (and that might mean using cabinetry and display cases to get the right amount of lift); keeping the display clean (no one wants to look at clutter and the same item replicated dozens of times is often more appealing and understandable than dozens of different items next to each other); and lighting the display properly (highlighting messages and key products with spotlights is a great way to grab people’s attention).
8. Be bold and don’t hold back on the props
There’s nothing wrong with having your window display shout out with bright colours and strong shapes. And there’s always ways to find eye-catching props regardless of budget. Just make sure they fit your store’s image and help “tell the story” you’re going for in your window.
9. If you’re showcasing products, let them do the talking
When it comes to clothes, full-length mannequins will let would-be customers see how they will fit and appear on them. Equally, if you have a number of products which might go together (for example, camping equipment and outdoors clothing) set them up together so customers can see you offer a full shopping experience. You can use large, expensive items to help promote smaller, less expensive items.
10. Try to catch the eye
Two good ways to add interest to a display is to add movement (either through video or animated displays and props) or to use window graphics to highlight information relevant to the display.
11. Keep your window display moving
In order to be eye-catching, it’s easiest to be surprising so don’t let your displays get stale. You can update window displays according to seasons or seasonal marketing campaigns. Also, you can tie them in with new products or store innovations.
12. Keep a record of your displays
Take photos of each of you window displays and measure how well they performed in terms of attracting customers and promoting specific sales. You can use this data to pinpoint successful merchandising campaigns when you’re planning future displays and hone your talents to maximise your sales.
For more inspiration about how Mills Display can help you turn you window display into a successful merchandising campaign, download a catalogue, email us or talk to one of our salespeople on Live Chat.
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