Getting customers into your store is the key to successful retail sales. If people don’t come in, all the sales training in the world won’t help. Having effective window displays is the key to getting people in the door.
The exterior of your store is the first thing that attracts people passing by. How attractive your window displays are is the key to having a great exterior. Huge department stores have professionals with degrees in design to plan and implement their windows. Obviously a small retailer doesn’t have the payroll to hire a professional. It is very easy to miss the mark and make a window that sends people running instead of beckoning them inside.
First rule of thumb is don’t go overboard. As they say, less is more. Clutter is much less appealing and means that the things you are trying to feature in the window will be overwhelmed. So make one or two items or a specific brand the focal point and run with that.
Always make sure you have good lighting. If people can’t see what’s in there from at least across the street, they won’t cross to find out. When arranging items use height as well as breadth. Varying heights are eye catching. Be creative too. Make displays fun, attractive or compelling but keep it all within your theme. Obvious themes are upcoming holidays or back to school, etc. Also use backdrops. They accomplish two things. First, they can create drama or create a background for your theme and two, they block out the store itself from the window. This will help keep the activity in the store from distracting from the display.
Lastly, make sure you have enough stock for what you are displaying. Nothing is more annoying to customers than to go into a store excited to buy something and then find you are out of stock!