Retail marketing often involves using visual media in windows, also know as visual merchandising. Here are some of our favorite window display tips and tricks as well as some great resources for inspiration!
photo courtesy of About.com Visual Displays Photo Gallery
When you are running a retail consumer electronics store (or any kind of retail store for that matter), doing your window displays can just seem like one more hassle in a day already filled with chores. BUT, if you think about it as a TRUE way to generate sales and bring more customers in the door, you may take a second or third look instead of just throwing it together!
When most consumers think of retail window displays, the Macy’s Christmas Windows come to mind. There have been hundreds of articles and even documentaries filmed about the time, energy and craftsmanship that go into producing these iconic windows. We know that most of your window displays will not require that level of commitment, but with a few tweeks and a couple of tips, we may be able to help you sell more products!
Corporate Window Displays
Many of our customers have their window displays sent out by corporate and they just have to pop them into the window. If this is you, GREAT! You may want to take a peek anyways as it is always important to pick up merchandising tips which could be used throughout your store!
POP Window Display Design
There are many factors to consider when setting up your window display! If you get just one of these wrong, it can throw off the look of the entire display and reduce the number of customers who are compelled to enter your store.
Lighting – The first thing that shoppers may notice is lighting. Spotlighting a product can increase demand and ultimately sales. When choosing window display lighting make sure it ENHANCES the look of the window instead of making jarring contrasts and strange shadows.
- Good article about the effects of lighting on sales from the Lighting Research Center
- One more thing to consider is the energy cost of lighting that window is this study on Reducing Lighting Energy Use In Retail Display Windows
Displays - What you use to place your products ON sets the tone for the entire window. If you are selling consumer electronics, generally the displays will be “high tech” or modern with clean lines. These displays should fade into the background. leaving the products the star of the show. Some neat POP display examples.
Displaying Your Products – Once you have the display surface figured out, you need to consider whether you will have your products showing their function (TVs turned on) or will have the items simply displayed. There are considerations with each option, showing the product in action could drive more sales, BUT a window full of competing items could distract shoppers and cause them to go elsewhere. This is a fine line to walk and simply requires that you set up your display with everything on and then turn things off until YOU are not overwhelmed with all of the options and sparkly lights. If you are comfortable, your prospects will be too!
Signage – Sale, Sale, Sale! Everyone likes a sale, but do you want to be continually reducing profit margins in order to make sales? There are many other reasons to put signage in your window including new products, seasonal offerings, special buys, limited run items and the like. If you start looking for additional signage ideas, you will start to notice that there are many different marketing opportunities OTHER than sale signs.
Product Information – One of favorite new product info examples is Apple. They switched over from paper displays to using iPads as interactive in-store product kiosks which provide product stats, pricing and links for help and more information. If you are not Apple with access to cheap POS tablets or laptops, an easy way to accomplish this same thing is to utilize in-store QR Codes which allow smart phone users to pull up this same information from online sources.
With all this to consider, retail marketing and window displays are becoming more important every day. If you are an enterprise customer and would like to find out more about our Store Opening, Design and Project Management Services , give us a call today (866) 869-6975!
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