How To Optimise Your High-Street Window Displays

Window Displays

For many brick and mortar retailers, having an attractive window display is still one of the most effective ways to bring in new business. The great thing about window displays is that you don’t need to spend a fortune (if anything) to make it look appealing and engaging, and with the right set up you can really use it to your advantage to pull in high-street customers and boost those sales!

Although brick and mortar stores have found themselves competing with online stores in recent years, a survey has revealed that 51% of shoppers feel like the biggest drawback of online shopping is not being able to touch, feel or try a product. This means that retailers really need to focus on showing off what they have in-store and use the power of visuals to make their products come to life.

With this in mind, here are a few tips on how you can make the most out of your window displays:

 

Make It Seasonal

Seasonal Window Displays

It’s a good idea to change up your window displays every couple of weeks so that your shop front doesn’t look overly familiar or outdated. To help keep window displays relevant, you can use seasonality to theme your displays. Start by marking in a calendar any upcoming holidays and events such as Easter, Back to School or Halloween. Using seasonal themes to push products will resonate more in your shopper’s mind and get them what they need, when they need it. For example, if you sell if you’re a pharmacy, you could create a summer display showcasing hayfever medicine and then use the winter months to push cold and flu medicine.

If you’re stuck for ideas you could also look at your EPOS (electronic point of sale) data to see when certain products sold particularly well. You can then establish trends around this and theme your window display accordingly to boost sales!

 

Keep It Simple

Retailers only have a few vital seconds to grab the attention of passersby – so how can they really make this count? The trick is to keep it simple and clutter-free to that passersby don’t feel overwhelmed and struggle to focus on the products! Focusing on just a few products (or even just one product) means that you can make more of an impact and bring in targeted customers who are more likely to convert to sales. Just remember to keep enough stock out the back if you’re expecting a rush on the product!

Another important thing to consider is placing all the key elements of your display at eye level so that passersby are drawn to these first. You can also incorporate different lighting elements (spotlights for example) to help guide your customer’s view.

 

Tell A Story

Window Display Tips

Telling a story through your window display will not only help customers to remember your brand but will also help you sell more products. The idea behind this is to tell a convincing story to make your customers feel something and connect with what they’re seeing in front of them.

For example, if you wanted to sell sunglasses you could set up the display with real sand, a deckchair, a beach ball and warm lighting to create a whole holiday experience. This way, you’re getting your customer to picture a whole lifestyle rather than just a product.

You’ll also need to think about the audience you’re trying to reach and the purpose of the display – is it to push a new product or are you trying to sell seasonal stock? This will help to inform your window displays, the story you want to tell and what you want your customer to do.

 

Rule of Three

Many retailers are already adopting the rule of three approach to help structure their window displays. The rule is based on the theory that customers are more visually engaged when they see items in groups of three. This could mean arranging three items at different heights so that the customer’s eyes can wander from top to bottom, while taking in all of the products. Or it could mean using three mannequins instead of one or two. Give it a try and see what happens!

 

And finally, why not measure the results of all your hard work through your EPOS data? You can then start to see if there’s any correlation between your window displays and products sold!

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