From window shopper to real shopper:
Here are some more ideas on selling displays from the top stores in London. They are helpful for those in retail or those working on exhibitions stands.
Consider how the view looks from the inside as well as the outside
Here are some more ideas on selling displays from the top stores in London. They are helpful for those in retail or those working on exhibitions stands.
Consider how the view looks from the inside as well as the outside
A window
display is not merely for attracting people who walk or drive past your store. It also can
play an important role for the interior of the store.
But consider whether this changes the original objectives of your display.
These could well be different from the objectives you set for the side facing the street. On the outside, the objective may well be to attract attention and encourage people to enter. On the inside you may want to direct people towards a special product within store.
This is an important area. Plan it just as carefully as the external display.
But consider whether this changes the original objectives of your display.
These could well be different from the objectives you set for the side facing the street. On the outside, the objective may well be to attract attention and encourage people to enter. On the inside you may want to direct people towards a special product within store.
This is an important area. Plan it just as carefully as the external display.
 |
| Wonderful eye catching giant handbag in Selfridges' window Notice how you can see into the store and the glass lift/elevator provides movement to attract the eye |
Avoid blocking out light to the interior
Depending on
the design of your store, the window may be an important source of light for
you. If this is the case, use a display system that will not block out the
light.
Let people to see what is happening inside the store.
 |
| Notice that the inside of the store can be seen from the outside |
Your window is
important - but so is what is happening inside. Don't block your window so much
that it's not possible to see the inside of the store.
If you want folk to enter your store let them see what it's like. Keep the window display light so that people can get a 'taster' of the many delights to be found inside.
If you want folk to enter your store let them see what it's like. Keep the window display light so that people can get a 'taster' of the many delights to be found inside.
Don't block
out the view to the outside
Once you have
managed to entice people to enter, they will feel much more comfortable if
they can still have some connection with the outside.
When designing the display it is helpful to imagine the view from the inside looking out.
When designing the display it is helpful to imagine the view from the inside looking out.
Lighting effects
Good lighting increases sales. This is a simple and very effective, way of
creating an impact. Lighting can be used to create a mood by using colours.
Create attention by making your lights move, flash or strobe. Use lighting dimmer switches to help you create just the effect you are looking for.
Think through
your ideas and know exactly what it is you want to achieve.
Seasonal
changes e.g. Christmas, Easter, Spring ,Summer...
 |
| Simple but effective idea of Window display a cascade of envelopes through the letter box Store in King Street Hammersmith, West London Christmas 2013 |
People look at what you are focusing on. So, if your focus is Christmas be sure to catch their attention. Use the many different types of props that are available. Be creative - you can really make your window stand out from the crowd.
Less is
more…
You can make a
big impact with small objects. In order to display small objects and get them
noticed, you can use props suspended at different levels.
This ‘floating effect’ will attract the eye of customers and really draw attention to your displays.
This ‘floating effect’ will attract the eye of customers and really draw attention to your displays.
Readability from a distance. Who is your message aimed at - people walking by or
cars driving past?
Think about who
is going to read your messages and where and when they see your window.
If you are aiming at people walking past, the message you want to get across needs to be at around eye level and of a suitable size text that is easy to read without squinting. If you want to aim at people on the other side of the road, the message needs to be much larger. Larger banner type adverts may be suitable. If you want passengers driving past to get the message from a car or bus- think - can it be read in a one second glance?
If you are aiming at people walking past, the message you want to get across needs to be at around eye level and of a suitable size text that is easy to read without squinting. If you want to aim at people on the other side of the road, the message needs to be much larger. Larger banner type adverts may be suitable. If you want passengers driving past to get the message from a car or bus- think - can it be read in a one second glance?
Test it out for
yourself. Does your display allow the message to be seen where and when you
would like?
Stack it high - sell it cheap may have worked for TESCO years ago- It is probably better for post Thanksgiving 'Black Friday' or the January sales
You do not need to fill every last square inch of space in your display. Instead, put fewer items and allow the eye to focus on the main items
or products.
If you show
everything you have in the window there may be no reason for people to enter
the store.
Instead, make people curious and you will be surprised at the result.
Good Selling !
Instead, make people curious and you will be surprised at the result.
Good Selling !
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