When running a brick-and-mortar store, an inviting window display is key to attracting customers. Here are just a few tips for creating the ultimate window display.
Lighting is a great way to get people’s attention. You can use it to literally put the spotlight on certain products, as well helping to make certain shiny products sparkle. Alternatively, you may be able to use mood lighting to set a tone. Lighting could also help your store to stand out during the darker periods of the day (some stores even leave their window display lights on overnight to help with security and to continue advertising their store after dark – although this does mean higher energy bills!).
Consumers are more likely to connect to a product if they can visualise the improvements it could make on their lifestyle. Mannequins are great for offering this visualisation – they can help you to create a scene that consumers can relate to. For instance, if you’re selling outdoor clothing and camping equipment, you could use mannequins to simulate a happy family camping trip. Consider also using backdrops and other props for this same effect.
Moving displays will most certainly catch people’s attention. An example could be a digital screen showing slides of products or a video. Other examples could include rotating display stands, colour changing lights, fountains or toy trains. Moving displays often use more electricity, but they can definitely be worth the investment.
The sign above your shop is the most important piece of signage on your building, but you may also want to include smaller signs within your shop window. These could include news of promotional deals or events. Make sure that the text on these signs is large and clear and use engaging language such as ‘SALE’, ‘FREE’ and ‘ONLY’ to signify deals. Bold colours like red and yellow will help these signs to stand out.
You may also be able to turn heads simply by displaying products that are unusual or different. Few customers may actually buy these novelty items, but they’re likely to grab people’s curiosity. This in turn could help to attract people into your store. If possible, try to display a mixture of novelty and popular items in your window so that consumers know that your inventory isn’t entirely eccentric.
Constantly changing you display will stop people getting too familiar with your shop window. Try to display new products in your shop window that shoppers won’t have seen before in your store. This will help to attract new and old customers alike.