Window displays are a hallmark of retail stores. They highlight products in a way that’s visually appealing to whoever sees them. Their goal is to catch the attention of passersby and persuade them to check out the inside of the store, pushing them closer to becoming customers.
Designing your Store’s Window Displays
Choosing the Right Merchandise
When it comes to window displays, the products you feature are the real focal point. However, deciding on what to showcase isn’t so easy.
You can start by deciding on a general theme for your display. It doesn’t have to be complex, just something simple like a color, holiday or season will suffice. Aside from unifying the display, it should give you a better idea of exactly what products to include.
Just make sure there aren’t too many items. Clutter distracts potential customers from focusing on a single piece of merchandise.
Wants vs. Needs
When it comes to the products included in your display, its best practice to shy away from things that customers might need and gravitate more towards their wants. Think of expensive, high ticket products that don’t necessarily sell as quickly.
It’s not that these people will necessarily purchase the items but high-end merchandise will pique their interest enough to get them inside your store.
Once you’ve decided on the items you want to include, you must then figure out how you want to arrange them. Since merchandise isn’t just going to be on the ground, you will need retail fixtures to help situate everything cohesively.
A good way to do this is by featuring products on different height levels. This allows potential customers to experience your products one after another, not all at once. It will also spread out your display and make it look bigger.
You should also single out one item as the merchandise focal point of your display. This piece should “pop” due to color, size or a bold pattern and ideally be the first thing that catches a potential customer’s eye. You can utilize lighting to put more focus on it and to create a certain mood as well.
When you’re finished designing and building your display, try to check it out from multiple vantage points, like from a car, parking lot or across the street.
You won’t be able to make out all of the distinct features of the display, but important elements like signage should be clearly visible. Otherwise, people might not even notice your display, and it won’t serve its purpose.
A good window display should always be temporary. At a certain point, it will become outdated as people get more and more used to it.
To avoid boredom, try changing your displays monthly to keep them fresh and new. This will allow you to try out different products and themes so you can see what works and what doesn’t.
When you’re finished with one display, get started on the next. Coming up with window displays isn’t easy, so planning requires as much time as possible.
Creative window displays are an excellent way to showcase your brand. Try some of these tips for your retail store.