Rockin’ Window Displays
Window shopping used to be a thing, didn’t it? I remember walking to the square as a child and walking around the block, just gazing at all the window displays, maybe going into a store or maybe not, but dazzled all the same. Today we whiz by stores and it has to be a pretty dazzling display to attract attention.
But displays still matter. At Boutique Window we are reminded that the window display sets the tone for the shopping experience. That’s true, isn’t it? Suppose we were going to the store anyway, and pulled in and parked without the benefit of a drive-by attraction. Before entering the store we are welcomed by a display…make it a good one! This is an eatery and it’s in another country…but doesn’t it just lure the eye and invite you in? This—this is a great display!
What are the essential elements?
· Start with a plan.
· Build around your layout and merchandise
· Choose elements that draw the eye.
They recommend more: Then keep it fresh. Keep it neat. Keep the lights on through the evening, whether you’re open or not. Think about extending your display to the curb with a chalkboard sign. Then take pictures and post it everywhere!
You can always go a step further. Retail Dive suggests getting your information onto an app like Shopkick, where folks interact online during their shopping experience. While some things are more easily purchased online, shoppers are becoming leery of buying merchandise and later being shocked by the difference between the product hype and the product reality. Many are returning to stores, and you can lure them back with the help of your phone.
Some additional caveats: Make sure your display elements are 3-dimensional. Flat is flat, in more ways than one. Build around a focal point without too much distraction. Make your displays inspirational, and shoppers will respond. Always keep your target audience in mind…those are the people you want to impress.
It may be time to switch displays up with the season…or to plan now for summer. Either way, visual merchandising is a force to bring under control. Order Hive suggests putting together a store survey to target your audience more completely. You think you know your customers, but you may be reacting to your satisfied and returning customers…you need to be targeting new customers. Who are they, what is the age, what are the interests, where do you find them? The answers to these questions will determine your next display and increase your sales.
Visual merchandising is an extension of you and your brand. Make it an image that attracts more shoppers. If you have a great visual image, share it on social media every. single. week. Let it speak for you. It doesn’t have to always be salesy…share two graphics: one a recipe and the second your store display so viewers instantly know who is sharing the post. You can draw in new friends and expand your following when you focus on the image you want to create. If you need to bring in a contract worker, do it! It will be worth your while to grow. Create great visuals and grow like the beautiful tulips of spring.