November 12, 2014
November 12, 2014
Visual Merchandising is something many retailers feel challenged by.
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 retail merchandising techniques make your windows 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."
You can watch her interview here.
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 use these visual merchandising points to create 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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