Well it’s been a while but after a hectic season we’re back!
Talking of hectic I was in Cambridge shopping at the weekend and was amazed by the amount of high street shoppers I saw. The city was booming.
I also noticed how poor the window displays were and wondered if the shops were as busy as the street! Have people forgotten that their shop window needs to be the epicenter of their business? It needs to encourage new footfall. It needs to build brand awareness. It needs to shout COME IN!
Your regular customer knows your style, your service, your brand, they are loyal, they do not need to be enticed, they will pop in when they are shopping because they trust you.
Your window needs to encourage new business, it needs to say look at me, it needs to say don’t miss out!
So how can you get the best from your window? There are a few ways to achieve this:
- Create a mystery! This works well when having a promotion or sale. Simply fill the windows with posters to block the view, this will create an interest and shoppers will be intrigued to see what’s on sale, the only way for them to do this is to pop inside.
- Create a peephole! This can be achieved with decorative spray snow at Christmas, or sand spray paint in the summer (just make sure you buy the easy to remove versions!). Passers by won’t be able to resist taking a peek to see what treats are in store, if they have stopped to browse the window display they are more likely to visit.
- Stick with the seasons. Everybody loves a change and the seasons are no different, we may moan about the cold but the thought of leaving Autumn and entering Winter fills you with thoughts of cosy fires, hot chocolate and jumpers! Use this to your advantage and create a seasonal display, add golden leaves to your mannequins feet in Autumn, pop Daffodils in your background at Spring or add a couple of suitcases to your sandals and flip flop display. With seasonal vibes being ever present your customer will feel you are in tune with them and your business will be buzzing in no time!
- Freshness also promotes a quick response. If your display is filled with foods ensure freshness is at your forefront. The amount of dusty cakes I have seen in a bakers window always makes me want to run for the hills! You want to make sure that your foods, cakes and preserves look like you want to eat them. Use artificial props to create a feeling. For example add olive vines to a deli display, add grape vines to a wine & champagne display and decorate your barrels with hops!
- Display one single item only. Premium products are often displayed in this way, how many times have you seen one Mulberry handbag in a large window? Give the impression the item is unique, create desire, create the want, create the need. Don’t be fooled though this will only work for a recognised premium brand, there is no point in displaying an economy pair of shoes in this way, customers will think it’s the pair nobody wants!
Remember your window needs to be eye catching. Use different materials and substrates, be creative, be seasonal and keep it colourful. With todays technology it is possible to print on almost anything, use this to your advantage. Create great dramatic back drops with printed corrugated plastic, metals and tiles and add materials to create layers and interest.
The world is your oyster so take the bull by the horns and get creative!