Bricks and mortar retailing has faced many challenges in recent years. As a retailer, one of your most powerful marketing tools is your window display. Underestimate its importance at your peril! A little planning, creativity and imagination can go a long way.
It is vital to keep your window display fresh and engaging to ensure that it reflects the time of year. We are lucky enough to have an annual calendar of occasions that give us the perfect excuse to do this and Father’s Day is coming up next.
Although rumour has it that people spend less on their Dads than they do on their Mums, spend on Father’s Day in the UK last year was estimated at £799m. So, it is well worth putting in some effort to boost your share of that spend!
Here are some of our thoughts on how to put your window display to work for you.
1. Keep Shoppers engaged
Ring the changes with your window design ideas. Don’t allow your display to become stale in the eyes of passers-by. Once it becomes familiar it is time for a change. Reflect the time of year to help with perceived relevance and take the opportunity to display different items of your stock. You can encourage both active shoppers in search of a particular item and impulse shoppers in through the door by keeping things fresh. One of the key benefits of retail shopping over online is the social interaction – your aim is to make passers-by feel you are inviting them in.
2. Capture Their Attention
It is widely acknowledged that we all have an extremely short attention span. The likelihood is that your potential customers will be distracted by either a human or electronic companion as they pass your store, so you need to make every effort to grab their attention. Your window display needs to be both unique and compelling; an eye-catching snapshot of what is inside. It is also worth considering that your potential customers will be unlikely to approach your display directly from the front. You need to approach your window from a range of different direction and angles to check the view and adjust if necessary.
3. Keep It Simple
Innovate but don’t overcomplicate. It can be easy to get carried away and create a display that is overly complicated. Too much going on in a limited space can overwhelm and confuse shoppers. Having a clear plan before you start will ensure that you don’t just keep adding and end up with a cluttered and chaotic display. It is also important to make sure that any props that you use remain in the background. You want to give a clear message about what your shop sells.
In the case of Father’s Day, depending on your brand and products, you might need to give some thought to which ‘type’ of Dad you are targeting. For example, are your products aimed at a sporty/outdoor market, or more musical/gadget focussed chaps. Masculine colours, props or backdrops will help set the scene but make sure the products you sell remain the star of the show.
4. Tell A Story
Having a theme, in this case Father’s Day, is a gift. It enables you to get creative and tell a story with both sensory and emotional appeal that reach out to your intended customers. Storytelling is widely used in other areas of marketing and is highly relevant in retail window displays. Don’t be overwhelmed and think it needs to be very complex, sometimes the simplest stories are the best. Aim to make people curious about what you offer and want to come inside to explore.
5. Stay True To Your Brand
No one knows your brand and its message better than you. Whatever story you tell and however original your approach it is vital to stay true to your brand. Take time to step back and consider whether your amazing shop window displays genuinely reflect your brand’s personality.
Need some help? We design, produce, deliver and install in collaboration with our in-house team of experts and have won awards for our windows and visual merchandising solutions. Get in touch on Tel. 020 3668 0939 or email firstname.lastname@example.org