This post first featured in the Modern Retail Guide to Shopfitting September 2020. To read the full ebook click here, or scroll to the end of the page to view on page-turning software.
Every brick-and-mortar retailer aims to tempt shoppers instore using their visual merchandising. Having a physical store creates the opportunity to capitalise on window display; something that the world of ecommerce cannot offer.
However, unless retailers make the most of their window displays, they are throwing away an opportunity to increase footfall and create excitement around their products.
Here’s how you can make the most of your window display:
There should be three focuses
The first thing to do when creating a window display is to answer the following three questions:
- Where do you want the shopper to look first?
- What is the focus of your display?
- How can you engage the shopper?
Once you have decided your answers to the above three questions, you are able to start designing your dream window display.
5 steps to captivating window displays
These five steps will help you to stop passers-by in their tracks, capturing their attention and drawing them instore:
- Choose one item to focus attention on
Your window display should be centred around one main product. This must be a visually appealing item, chosen because it will captivate shoppers’ imaginations and make them want to see more. Whichever product you choose should be attractive and of a reasonable size, instead of only being chosen as it is the most expensive item instore, or one that is on sale.
- Choose two more items for the display
Choose two more products that will compliment your primary product. It’s important to choose items that won’t completely detract attention from your main product, but will look appealing beside it.
- Place your focus product at eye level
People shop at eye level, so this is exactly where you should place your best product. Take note of the height of most people and centre your display around this point. If you’re not sure what height this should be, stand outside and place tape on the window at your own eye level, using this as a guide while creating your window display.
- Add additional props
Other props should then be added to capture shoppers’ attention. These don’t necessarily have to be linked to the products on display, with floral displays, vehicles and many other themes often being seen in window displays. These typically add colour, engage passers-by and compliment your visual merchandising.
- Consider backdrops
Backdrops can make or break a window display. Take time to consider whether you are happy to block out shoppers’ view into the store, whether you would prefer to use smaller backdrops behind individual products, or would rather not use one at all. Backdrops can work to promote messaging or specific themes, however when used unnecessarily, they can deter shoppers as they cannot see instore.
Mistakes retailers often make
Here are some of the most common window display mistakes to avoid:
- No clear focus point
- Overcrowded displays
- Small products
- Focusing on products instead of shoppers’ experiences
- Lack of contrasting colours
- Little differentiation between products
- Overcomplicated colour schemes
- Obscuring shoppers’ view into the store
Read the full Modern Retail Guide to Shopfitting September 2020 below.