Showing Off In Your Window Display

The art of creating a window display that stands out and grabs peoples attention is an important and valuable skill as a way to increase sales. Your window display is often your best chance to make a good first impression or even a bad one. Your window display also gives walk-by traffic a chance to see what you sell and how you sell it. It conveys something about your store, your identity and the emotion or idea you want to get across to your potential customer.

What is a good window display? It is one that intrigues, seduces, entertains, and invites potential customers.  For this reason, you want to try something unique, something that stands out from the rest of the other window displays customers are passing by. In this, don’t be afraid to take risks. Yet don’t confuse your customer. For example, if you are featuring fall clothing, don’t put the bikinis in with the sweaters. In this way, there is a balance of simplicity and creativity that must be achieved. You don’t want to try and do too much or sell too many different products. That’s not to say you can’t cross merchandise, which is a good idea, but, again, keep your window display uncluttered.

When thinking through your display, don’t scrimp on cost and always be consistent. Consider your window display as your silent salesman.

You will also want to change your window display regularly. Keep your displays fresh and new. Depending on foot traffic, changing your display once a month is a good rule of thumb.

Make sure your display is lit well. Good lighting is key. Track lighting gives you the flexibility needed to illuminate the ever-changing environment. You can use the lighting to create a mood and spotlight individual products.

Keep your window display clean, that is make sure it isn’t full of dead flies and dust.

As for the design within the window itself, the simple rules of product display apply. Stack or pyramid products – that is vary height and depth of what you are showing off. If necessary, use a low table. Keep everything stacked neatly.  Walk outside the store frequently and look at your display often as you are installing it. Try looking at it with fresh eyes, as your customer’s would look at it. If you are displaying clothing, choose the appropriate mannequins for the types of clothing you are selling. Follow this with how your display your mannequins – how will they be standing, what will they be doing besides showing off your product?

If you find that you just don’t have that decorating and design touch, don’t despair. There are professionals who put together window displays for a living.

If you are a store that doesn’t have a window display and are just considering it, remember to maximize the space available for the largest windows you can install. Once windows are installed, back your display with walls so people focus on what’s in the window and not what’s behind it.

Last, when putting together your window display, if possible, carry the theme or look of your window display into your store with your interior displays.