It Isn't Just “Window Dressing”

– Don Capman, President, J.D. Associates

Some of my earliest recollections of retail window displays came when I was a very young child and my parents would take me to Jordan Marsh (now Macy’s) during the holiday season to see the animated window displays. If you had a similar experience as a young child, can’t you remember how excited you were to see lifelike puppets working in Santa’s workshop making toys to be delivered on Christmas Eve? Or just remember the other windows where Christmas Carolers and Ice Skaters would come to life every holiday season. This trip was certainly one of the highlights of the entire holiday season. It was a destination and not simply a walk-by. Of course, since we went to look at the windows and view the lights on the Boston Common, my parents also had to go into the stores to shop, shop, shop and to spend, spend, spend. Can you imagine, a retail store window being a destination that would inspire an annual buying spree? Wow! It worked every year. But what about the rest of the year?

To many retailers, windows are generally not a top priority. Some retailers don’t even have windows. If a retailer happens to be a destination because of a unique offering, then they don’t have to be concerned about windows. But to most of us, well-planned window displays can make a significant difference to our bottom line. Having owned two retail locations, one with windows and one without, I and my partner, John Deery, had to give some serious thought as to how to create a strong first impression so people would be attracted to our store as they drove or walked by. Because both stores sold home electronics, our message was consistently about entertainment. Home theaters, stereos, TV’s, video, movies, etc. all were very attractive products which excited people and reminded them of their valued leisure time. Fortunately, our vendors were well-stocked with exciting point of purchase posters and materials for our windows which invited people to come in and see what was new.

We were not, however, as fortunate with the windowless store and had to come up with a unique idea to draw the public’s eyes to our building. Well, ENTERTAINMENT=LAS VEGAS=FLEXIBLE HIGH TECH NEON FLASHING SIGNAGE. To further enhance our visibility, we had a changeable dual sided signboard perpendicular to the street which was highly visible to all passers-by. This lighting and signboard stated our message, and we carried the entertainment theme throughout the interior of the store. So what are some of the things you should think about when planning an effective window display?

• DARE TO BE DIFFERENT— Window design is an art. If you don’t have an artistic flair, hire someone part-time who does. One of my first acquaintances was a window dresser for a combination women’s fashion and college bookstore. He would spend countless hours decorating windows after store closing. His windows always seemed alive to me and never failed to draw interest from the street. It just so happens that he has a college degree in art and, upon his retirement, went to work as a stage set hand at the Ohio Theater in Columbus. What an eye!
• KNOW YOUR CUSTOMER— Your window should make a statement to the customer that you are trying to attract. Although I have a bit of a problem with the suggestive displays at Abercrombie and Fitch, you don’t have to wonder who they are trying to attract. The “raging hormone” message is clearly visible from outside the store and carries the theme throughout the store as well.
• KEEP THE DESIGN SIMPLE BUT COMPELLING— A good window design can be the “sizzle” that brings the customer in for the “steak.” Unless you are working with shadow boxes in a jewelry store, the customer should be able to look beyond the window display into an inviting, well-merchandised sales floor. Cluttered windows often confuse people and do not encourage curiosity. Your windows should say: “Come on in. There’s a lot more to see.”
• BRING THE WINDOW INTO THE SIDEWALK— If possible, extend your window displays into the sidewalk or the mall by placing interesting but inexpensive merchandise or displays just outside the door and window but be aware of local zoning ordinances or mall restrictions. This will often stop passers-by and cause them to wonder how many other bargains you have inside. This reminds me of a florist in the small, quintessential New England town where I live. Her store is in a small, yet attractive cottage across from the town green. Every season she has prolific displays in her window boxes that jut out into the sidewalk with a well-placed sandwich board advertising her specials. I am a very good customer.
• CHANGE YOUR DISPLAYS OFTEN— Keep your displays interesting and constantly changing. American consumers are easily bored and require regular change to stimulate them to buy. Some of your displays may be seasonal, related to a specific holiday, or simply related to some new and exciting merchandise. Whatever, the displays should always reflect the basic theme of your store.
• KEEP SHRINKAGE IN MIND WHEN DRESSING WINDOWS— Don’t place valuable merchandise in a window where a thief can easily grab it and walk out of the store. You might as well gift-wrap the merchandise and give it to the thief if you leave it exposed.
• GET SOME IDEAS FROM THE BIG GUYS— Walk through any major American city and window shop the “big guys.” Do they make a clear statement to the customers they are trying to reach? Are they exciting and inviting? If you feel they are, steal the concept. The window designers in the big stores get paid big bucks for their creative abilities.

Remember, extend the interest in your windows beyond the traditional holiday season. Well-dressed windows are a real asset and can bring you far more sales than traditional advertising. Like the little kid standing mesmerized by Santa’s workshop, the carolers and the skaters, create magic in your windows that will pique regular, not just seasonal, curiosity and resulting profits.