Never underestimate the importance of a window display. With high street stores closing down almost every day, competition for customers is getting stiffer.

Creating a window display that encourages custom is more difficult than you may realise. Customers are becoming increasingly immune to traditional marketing messages, so a window display should aim to capture their attention in a way they’ve never experienced before.

What your window display consists of, and what shop fittings you use within it, will depend on a number of things. What products does your shop sell? Are you situated in a small town or major city centre? What’s in the windows of the shops next to yours?

These are just some of the things that you’ll have to consider to create a window display that encourages customers to enter your shop over others. Creating an interesting window display is limited only by your imagination, but there are a number of rules you should follow. Here are some of them:

Eliminate Clutter

Whether you have a vast shop window display or a very small space, try to avoid the temptation to cram as much of your stock into it as possible. This will only look cluttered and untidy, and make your store look like it doesn’t have a focus. Use your window to make one clear message. Display some of your best items tidily on mannequins and other shop fittings, and try to give the display a theme.

Don’t Dilute Your Message

Although it can be tempting to use your window display to demonstrate absolutely everything that your business does, this will only dilute the messages that you’re trying to get across. Use your window display to establish yourself as an expert on a certain subject, and focus it on that alone. You can then change your display every few months to showcase different aspects of your business.

Continue the Theme Throughout Your Store

Your window display should contain a strong call to action that encourages customers to enter your store. This theme should then be repeated clearly within your shop fittings, display cabinets and signage. This will help customers locate the products they saw in the window that encouraged them to come into the store in the first place. This will greatly increase your chances of converting this visitor into a paying customer.

Don’t Forget About Lighting

Lighting is often overlooked when creating window displays and laying out shop fittings, but it can play an important role. Lighting should be used to highlight the pieces in your display that are integral to your message. It can then be used in the same way within your store to draw your customers’ attention to those pieces.

Change Your Display Frequently

Even if you create a hugely creative and inspiring window display, not every customer will like it and those that do will soon get bored of it. By changing your display frequently, you will continue to inspire your customers and encourage people to shop with you who may not have noticed your store before.

Source: slimline-warehouse.blogspot.co.uk

This entry was posted on Wednesday, June 20th, 2012 at 5:00 pm and is filed under Retail Displays, UNCATEGORIZED. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.