They say that the eyes are the windows of the soul. Similarly, your store windows are telling people who pass by (potential customers) what you’re all about. Store windows are an important way your business interfaces with the public, for that reason.
Store windows should be much more than just spotlessly clean. When passersby look in those windows, they should see something evocative, attractive and inviting. If they don’t, they’re not going to come inside.
Your store windows can attract or repel a customer. A recent study by research company Morpace, found that over 50% of consumers reject even the possibility of buying from a business which is physically unappealing. That can mean everything from a disheveled display to windows that aren’t sparklingly clean.
But the point is that not maintaining your store windows as the marketing tools they are can cost you over 50% of potential customers. Depending on where you’re located, that can be a huge number of people.
An open invitation.
The story you tell potential customers with your store windows should be a compelling one. Break from conventional ideas about what it’s “supposed to” look like. Take the idea of story-telling literally.
A display that evokes an emotional response is ideal for this purpose. When a common human element is added to the mix, you’re suddenly doing something more interesting than simply displaying your wares. You’re issuing an open invitation, from one person in the community to others.
Detail and variety in store windows is a tremendous draw, as it inspires passersby to slow down, look and perhaps come inside. By commanding attention with a novel approach that addresses a life commonality you all share (work, the seasons, an unconventional approach to a holiday theme like Christmas or Memorial Day), you’re inviting people to connect.
Value-added features.
In competitive times, creativity isn’t an option. It’s what you need to get your share of the market. That means adding value for potential customers. Literature which is displayed in the window, in an attractive holder is another way of inviting the public inside. Making that literature readily available once you get them inside speaks of a generosity of spirit.
Avoid instructing people to “ask at the cashier”. People who aren’t already your customers don’t want to do that. They want to come in, perhaps look around a bit and take that brochure, menu, or catalogue and walk out. Regardless of what your value-added feature is, make it easy to obtain and informative. It’s another opportunity to tell your business’s story with a concrete, value-added freebie that people will remember when they’re ready to buy what you’re selling.
Signage and display tools.
Besides being attractive and inviting, your store windows should be well organized, with clear signage and display tools.
Your store windows can draw or repel a customer. Tell your story with signage and display tools that make it even more compelling.
Clip Strip is a retail display expert, featuring professional point of purchase display supports. Contact us for more information.