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Tips for Creating Winning Store Window Displays

  

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As a retailer, your display windows are literally your windows to the world. They are the face that you present to passersby, the first impression you make with customers, and the easiest way to draw attention away from your competitors.

Whether it’s Valentine’s Day, Father’s Day, or back-to-school time,
a good window display should include a theme. Moreover, you want to highlight your store’s image. Are you trendy? Cutting edge? High end? Do you offer great bargains? While you can’t judge a book by its cover, you can tell a lot about a store by its window displays

Many retailers overlook the potential of their display windows to grab the attention of potential customers. Think of them as three-dimensional billboards.

From a creative aspect, there is a lot that can be done to make your store windows dazzle. However, there are also practical concerns to address. Before you begin, first consider these ten tips:

1. Don’t overdo it. Less can be more, or at least more easily discernable to the eye. A cluttered window loses appeal and featured items can get lost.
2. Make merchandise the focal point. Not unlike a television commercial in which everyone remembers the commercial but forgets the product, you do not want your window dressing to overshadow your products.
3. Accentuate products with good lighting. Whether the window is recessed or under a spotlight, the goal is to highlight the products within the overall display. If the window design simply features your brand/image, rather than specific products, then balance the lighting throughout.
4. Stack products or use a pyramid. Place items in the window at varying heights and depths to catch shoppers' attention and make the overall display inviting to the eye.
5. Have fun with mannequins. If you are using mannequins, create interesting poses, and make sure that each one is well lit and easily visible to customers passing by.
6. Be creative. Let your imagination run free — as long as you don’t lose sight of the objective — and draw customers into the store with innovative, attractive, and compelling displays.
7. Remember your theme. Keep your window theme in mind and decorate according to that theme.
8. Draw in drivers. If your potential customers drive rather than walk, make your display larger and use more color to draw the attention of a passing motorist.
9. Use backdrops. Backdrops are useful tools to create positive and forceful displays, and to separate the window from the store.
10. Stock up on featured products. Don’t draw customers in to buy merchandise that you don’t have enough of.

Professional Help vs. Do It Yourself

Yes, you can spend money to have someone come in and do your windows for you. There are highly skilled and professional windowdressers out there who can do amazing things. Of course, before you hire an outside person, be sure to see a portfolio of their work and ask for references. However, unless you own or manage a major department store with numerous windows, you should be able to handle the job yourself. If you have an exceptionally creative member on staff, you might consider making this person the de facto window designer.

Once you start working on the actual displays, go outside often to get an idea of how the display looks from the outside. Does it grab your attention? Is your theme clear? Keep tinkering until you have the look that you want, and remember to change your window displays often to keep them fresh.

article from www.allbusiness.com

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