How To Visually Merchandise And Create Killer Retail Windows
What to put in the store window? What to put with it? How much to put in the window?
These are great questions to ask yourself, after all, your window is your brand.
It’s a physical elevator speech of why a customer should walk in your doors.
While there are similarities to visually merchandising your in-store displays, store windows seem to be the bastard children of most retailers. Forgotten, alone, filled with odds and ends…and littered with dead flies.
Yet proper window display techniques make you a destination on your Main Street, in your shopping mall, in your town.
I interviewed Beth Hnatio-Pumphrey with EJP Studios about how she uses these techniques to create award-winning – and selling – windows in Frederick, MD. She told me, “You can have a lot of fun with a small amount of merchandise. You can use brightly colored props to draw people towards your window. I always think of it as drawing mosquitoes to the light…if it is bright, then customers will be intrigued.”
18 Tips For How To Visually Merchandise Your Retail Display Windows:
Plan one month in advance. A killer retail window display takes time to create.
Create a theme. Whether it is season, color, a theme helps unify.
Put in a setting. A beach, a bedroom, a picnic or other setting helps engage the viewers’ imagination.
Choose props to frame your display. A few select pieces you buy or make help draw attention.
Only a few key pieces of merchandise to show off. A window is for the items that might not sell as easily on a shelf as others.
Find one focal piece that “pops” – probably a higher price point. That means it is colorful or has a bold pattern to again attract interest.
Have multiple layers of height. Just like a good display, you want the customer to discover various items in your killer window.
Keep your display at eye level for passersby. View your window display at all angles including from a passing car.
Create so they can look into your store. Don’t block off the entire view from your display window into your store because people attract people.
Limit your palette. Just like too many patterns on a person is distracting so are too many colors in your window. Focus.
Use at least three colors. While an all white window might seem chic to you, it won’t draw interest like adding a bit of red and black.
Including faces of customers. Accompanying their testimonials, seeing your items in their hands, any way you can add interest with actual customers is a plus.
Feature customer wants. Your higher ticket items that might not sell as quickly garner more interest than what customers need.
Clean it. Thoroughly clean the inside, outside and floor of your display windows prior to installation
Avoid SALE! SALE! SALE! SALE! “Nuff said.Check out this retailer’s holiday window pictures for inspiration what is possible
Avoid holidays in the middle of the month. Unless it’s month long, your windows can be outdated and make you look out of touch. If you will change them the day after, OK.
Don’t overfill. Your windows are not your stockroom. Use them to highlight your best, not as an end cap.
Change monthly. Just like your in-store displays, they have a shelf life. Keep them changed to keep customers (and yourself) engaged.
One more thing…
Remember you don’t want your sidewalk to be dirty, your planters filled with dead (or dying) plants or other garbage in front of the display windows you’ve spent so much time assembling.
Just like a great display, when you properly visually merchandise your store windows you’ll sell more and entice customers to come in and explore all you have to offer. The best retailers still spend time on their retail store windows because it is the one place they can focus a busy, time-crunched consumer to consider their premium goods.
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What would you add to this list?