Creating a stunning window display for retailersby Stacey Sitton | 6th January, 2016
Top tips to creating a stunning window display for retailers
Time to get dressed
Did you know that Frank Baum, author of Wizard of Oz, had been a window dresser before he struck fame with his legendary storytelling? This multitalented fellow knew a good idea when he saw one…
Window displays = sales
The fact is that 50% of all purchase decisions are made on impulse, so even a passing glance at your shop window could instigate a sale. Entice passers-by to enter and they may well have taken their first steps on a purchasing journey.
So what’s the secret behind a stunning display?
There are lots of elements to consider – from theme, signage, movement, interactivity, lighting and colour – but if you get them right, and keep getting them right, you can really increase your sales.
Invest in some versatile basic display units
Versatile window display systems do not need to be expensive but may be well worth the investment in the long term.
This is a great example used by a Cath Kidston store recently – they have cleverly used simple storage units to showcase smaller groups of items.
This look can work really well for smaller items that would otherwise get lost within a single display. It’s achievable too, with similar display cubes from Morplan. Be bold in your colour choice, or go for a natural wood finish that can be regularly be updated with a lick of paint to reflect the theme of your display.
Update and refresh your look regularly
Changing your window display regularly is another top tip. Attract the gaze of passers-by with a fresh new display and showcase different items to pique interest.
Get the light right
Lighting is another factor that has been found to fundamentally impact on sales – increasing them by up to 107%!
These randomly dropped hanging lights really draw the eye in.
Look for flexible lighting options that can be positioned to direct the eye to particular objects. When choosing spotlight bulbs and lamps, check out the beam range – a 20 beam provides a very focused spot of light while a 60 beam is much wider. But don’t forget the importance of providing a comfortably, well lit (but not overly stark) environment for both customers and staff.
Give your window display depth
Whether your shop window is portrait in shape, or landscape, there is no excuse for it looking like a flat painting. Add depth and interest by using multiple pedestals and stands at different heights and angles and think about layering so that even when customers look beyond the display continues.
Don’t dismiss this as an expensive option – acrylic pedestals start from as little as £1.35 each (buy them in bulk for even better wholesaler discounts) and choose ones that will work hard for their money, such as acrylic display trees – with offshoot display ‘branches’ of varying heights, or podiums and stepped stands.
Go for a theme
Obvious ones change with the season; Christmas, for example, is a no-brainer, but think outside the box too at other times of the year… Holiday time, back to school, the clocks changing… if you can find a link to your merchandise take the opportunity to exploit it!
Beyond that, you can use your window display to ride a trend, or give passers by a ‘taster’ of the kind of shop you are. We’ve pulled out some great examples below, from opulent and luxurious, creative and individual, to rustic (New England style, shabby chic…).
This kind of luxe look could easily be created using Morplan’s elements display tables which come in a choice of stunning brushed nickel or chrome finishes. Get drapey with fabrics and think carefully about your colours.
Don’t be afraid to get arty (or enlist the help of someone with creative talent) to use liquid chalkboard pens and illumigraph sign pens that can be used to create stunning (yet removable!) designs on glass, metal and plastic.
Get the rustic look, without the splinters, by checking out Morplan’s vintage range of shelf units, wooden display crates and even heritage style hand carts. These are also offered in white painted wood for a more New England feel.
When it comes to window displays the options are quite literally endless. As the leading wholesaler to retailers in the UK Morplan has thousands of shopfitting and window display options for you to choose from. Check out their range here or take advantage of their free store design service if you need a little inspiration, and want to get the best possible display for your space.
Stats taken from http://www.redcliffe.co.uk/point_of_sale/boost-your-sales.htm
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