Window Displays: It's a War Zone Out There!

So you’re looking for a little extra impact (and of course sales!) from your window displays. Well, I’m afraid I’ve go some bad news for you!

It’s a war zone out there!

The retail landscape is visually saturated. The competition for space and the attention of consumers is nothing less than ruthless. And with good reason. Consumers areg more immune to the efforts of marketers and merchandisers than ever. And the result marketing messages, as they attempt to cut through this immunity, are more powerful than ever.

Does that sound like a vicious spiral? Well, it is!

AND, reality of your situation may be even more brutal than all that suggests. You may have the misfortune to be situated near to an extremely well-resourced department store’s window display, a TV store with vast numbers of synchronised wide screens, or maybe even a troupe of incredible dancing clowns.

Whatever it is, this surrounding “clutter” must be conquered.

That sounds straight forward enough, but when you consider that it might actually be well considered and thoughtfully executed clutter devised by the highly paid marketing teams of your opposition (I’m not talking about the acrobats now), then you’re talking about a marketing war. And it’s a war that you can’t afford to lose.

So how do you go about constructing a “might and power” window display that conquers all clutter and wins the hearts and minds of today’s battle wary consumers?

Hell…. I don’t know…. that sounds really hard! And in truth the specifics really depend on a lot of variables such as the nature of your business, the size and location of your window display and the products you offer. But don’t despair, what I can tell you are some things that you absolutely, positively mustn’t do! And the majority of the time, that’s half the battle won. So here we go again:

• Don’t try to say (or display) too much. Tell too many stories in a limited space results in nothing but clutter – and clutter isn’t a story that anyone wants to hear. You’ve heard it before, but less really is more! A strong, clear statement will always triumph over the 'I am trying to sell you everything' approach.

• “Apples with Apples” is another basic principle of effective visual merchandising. Don’t be tempted to split your displays and thus dilute your window’s message. Despite some popular theories on today’s fragmented market places, consumers still appreciate the value of an expert. Set yourself up as this expert by ensuring your window displays convey the clear message that you are 'in the business' of the product that’s on display. Being the expert on that product or service gives shoppers a great reason as to come into your shop – even if they are not intending to buy.
  
  
• Don’t forget to have strong visual cues inside your shop. Remember that call to action I talked about? Clearly repeat this with your shop displays and signage. Think of it as holding the hand of your visitors and walking them from the entrance of you shop through to the products location within. With out this link, even the most perfectly plotted and executed window display falls down.

• Nothing speaks louder to your customers that you’re a static business bereft of ideas than a static window display doing nothing more than collecting dust week after week. Continual renewal is key, so get inspired and in turn you’ll inspire your customers!

• Shine a little light. Lighting is an often over looked component of window displays (as well as in-store displays). And considering that it can make or break even the best displays, it’s a detail that nobody can afford to neglect. Check that the lighting is strong enough and directed on the promotional piece, product or the statement that is key to your message.

• Get back to basics. While your busy getting inspired, be sure your not neglecting the basics. The classic shapes of the pyramid, zig zag, fan or step are visual merchandising main-stays because they work! Many an effective window display has been built using these shapes as the base frameworks within the window and there’s no reason that yours shouldn’t be the next.

• Visual merchandising is a specialised skill in itself. In fact it’s a combination of skill, education, artistic creativity, science and invention. You wouldn’t have an unexperienced floor staff member do your accounting for you and you should think of your visual merchandising in the same way. Having a specialist visual merchandiser do your window displays may cost a little more, but can triple its worth in sales.

• Finally, be sure to walk the talk. If your window display is as successful as you hope it to be, it is critical that you deliver on the promise of the window. When a customer is engaged and then let down, due to a stock shortage you undermine not only the current display, but the ability of your business as a whole to deliver on its word.

What do you think? Feeling a little more prepared for battle? I hope so.

Just remember, if you avoid the above mistakes and adhere to basic merchandising principals, you’re already well on your way to ensuring that your window display efforts are victorious. Good luck