Online shopping may be on the rise, but brick-and-mortar stores will always have one advantage over their digital counterparts. The chance to establish an in-person environment and culture.
Yet, before you can dazzle them with your offerings, you have to catch their eye. How do you draw them in and pique their interest? The answer lies in creating dynamic store window displays.
Are yours looking a little drab? If so, you could be turning would-be customers away without realizing it. Thankfully, turning them around doesn’t require a major investment of time or money.
Today, we’re sharing a few ways you can turn your displays into the marketing tools they were meant to be.
Ready to learn more? Let’s get started.
Start by Gathering Your Tools
As a business owner, chances are you don’t have much time. When you set out to create your store window display, you want to do so as quickly yet effectively as possible.
To this end, you don’t want to carve out a few hours of your day to dedicate to this task, only to realize you’re short on supplies.
A few of the basics to keep in your toolbelt include
- Tape measure
- Double-sided tape
- Basic carpentry tools (hammer, nails, screwdriver)
- Glue gun/sticks
Of course, your specific vision for your display will dictate the exact materials you need. Yet, this basic list is a great way to get started!
Devise a Theme
How do you create such a reaction as a marketer? Focus on telling a story. As you do so, you’ll draw others in and make them more invested in what you have to say.
Before you begin compiling your visuals, take some time to brainstorm window display ideas that tell a story. This might mean taking a simple idea and making it more elaborate.
For instance, a display on eco-friendly makeup products might incorporate elements of nature, such as bouquets of flowers, wheat, and grasses, alongside the products themselves. This tells passersby what they can expect when they step foot inside: a company devoted to natural beauty.
Think Like Your Customers
You might have a grand vision to put the focal point of your retail window displays at the very bottom. Using the aforementioned cosmetics example, you may want to sprinkle rose petals on the bottom of the display itself.
While this idea works in theory, take a step outside of your shop and look at the display from the street. Can you see the petals? Unless your display is especially elevated, they’re likely too low to be effective.
Consider your shoppers’ eye level when creating your display and create centerpieces that they’ll be sure to notice. As a general rule of thumb, when in doubt, scale your focal point up.
It should be large enough that even someone on the other side of the street will see it. Otherwise, your display could melt into the sea of windows to the left and right of it.
Experiment with Dynamic Design
You may be tempted to mute the colors or shapes used in your display to correspond with a certain aesthetic.
Perhaps the interior of your store is filled with neutral decor and designed to evoke a sense of calm. If this is the case, you might shudder at the idea of filling your valuable display space with boldness.
While you don’t have to throw a glitter party, there is something to be said about not shrinking back. As people pass by your display, they’re distracted. They’re on their phones, talking to their friends or daydreaming about their next stop. You only have a few seconds to turn their head.
Resist the urge to go with a ho-hum design. Think about what will entice your target audience, and amplify that theme as much as possible.
That said, embrace simplicity and balance. Too much of a good thing is just too much. A few eye-catching pieces are all you need to make a statement.
Want to give them something to think about? Try adhering a few vinyl words or a sentence onto the glass. One of the benefits of using glass displays both inside and outside of your store is that they’re blank canvases, just waiting for your creative touch.
Don’t Forget Lighting
After the sun sets, are your displays left in the dark?
If so, it’s time to upgrade your lighting or install fixtures if you don’t have any already.
There are certain bulb and hardware types that generate mood lighting perfect for creating a special, dramatic ambiance. Or, you may want to use spotlights to draw attention toward certain products.
While it’s intuitive to install lights on the top of your displays, this can often lead to unflattering shadows at certain times of the day. Instead, put your bulbs on the sides and front to give a three-dimensional effect to what’s inside.
Store Window Displays That Make an Impact
First impressions are key. What kind is your storefront sending?
Despite your best efforts to create products and services that people love, the reality exists that even the best offerings are ineffective if no one is enticed to check them out.
Don’t squander your opportunity to improve your foot traffic. Optimize your store window displays today and encourage shoppers to move from the taste test to the main feast.
Want to engage your audience even more and encourage long-term business loyalty? Stay on top of your social media reputation. Learn how to manage it today!