High street retailers have just a few seconds to grab attention and lure a potential customer into their shop. 500,000 pedestrians stroll up and down Oxford Street every day[1]. That's 3.5 million people a week! No wonder retailers like Selfridges go to town when designing their window displays. Your shop doesn't have to be world-famous or positioned on a busy London street to benefit from a well-designed shop window, though. A quality, eye-catching retail window display can turn a passer-by into a paying customer, so your displays must be attractive enough to invite someone inside. Window displays are one of the most effective marketing tools you can have, so read on to find out more about the best ways to use them. But first…
What do we mean by kerb appeal and window display advertising?
Window display advertising involves arranging products, signage, posters, and decorations in your windows to create a display. The purpose is to attract the attention of potential customers.
Why is window display advertising necessary for a floristry business?
Your window display is the first thing customers on the high street notice about your shop and brand. You want to create an excellent first impression, right? Designing an eye-catching visual display for your shop window is one way to do this. If your potential customers see the creativity you put into your display or a specific product catches their eye, they're more likely to stop and shop.
Here are our top tips for boosting kerb appeal and making your window display advertising count.
1. Location, location, location
Before you even begin creating your window display, think about your location and the characteristics of your footfall. Do potential customers stroll, stride or drive by? How people pass your shop will determine how you design your displays. If cars frequently drive by, you'll want to capture attention using bold and bright signage, especially if you've got a promotion on. If potential customers stroll by, you need to make sure your display physically grabs their attention. One of the best ways to do this is by placing your window display's most visually engaging element at eye level.
Dealing with striders? Strategically place some grab and go items outside your shop as part of your display. Make it easy for them to pick up a product and pay, just like the florist in the image here.
2. Be a clever storyteller
To be an engaging storyteller, you have to have clever ideas. Select a theme and run with it, but don't fall foul to clichés. Take Halloween, for example. You don't have to go down the ghouls and ghosts route if that doesn't fit with your brand. Find another way in. Take this shopfront as an example.
The business owners have combined autumnal colours with a subtle nod to Halloween.
Also, be unique. Outside of the traditional seasonal displays, think of ways to incorporate your values to tell your brand story. Take sustainability, for example. If you're passionate about preserving the planet, why not create a display that uses recyclable materials.
One high-street retailer who does a great job of this is Lush which we looked at in a whole separate article.
3. Inspiration everywhere
If you ever need an excuse to sit scrolling on Instagram and Pinterest, this is it. Use social media as a tool for inspiration. Search and follow relevant hashtags, then save any posts you like.
This florist has used emojis as inspiration to create an eye-catching, tongue-in-cheek display.
Don't just think about social media, either. Magazines, TV and the media can all be places of inspiration. Take photos and create a folder in your phone, then refer to it when you need a creative boost.
And don't forget to make the most of Special Events for your Shop Displays. It doesn't just have to be all about Valentine's Day, Mother's Day and Christmas.
4. Invest in props
Working with props in your window displays will enhance your designs, create drama and catch the eye of potential customers. You want to choose items that have the biggest impact but can also be reused time and time again.
Take this iron seat as an example. It's not a cheap prop, but this florist has invested in this piece and will reuse it in-store or as part of their future window displays.
Check out Two Visual's article on Delighting Customers with Easy and Inspirational Shop Interiors for some more ideas.
5. Spruce up your space
Don't just think about your creative displays. Think about how your entire shopfront looks. Could your window frames benefit from a lick of paint? Do your window stickers or graphics need updating? What about your brand? Is your signage up to scratch?
Remember that first impressions on the High Street really do count, so making the most of your kerb appeal is a must! Look how 'together' this shop front looks.
Here are a few more window display advertising tips and tricks
Make sure your displays are in line with your brand. Don't go soft and subtle if your brand is bright and vibrant.
Promoting a particular product? Display at eye level, use lighting to highlight and don't clutter the view.
Less is more. If a potential customer can't see into your shop, they are less likely to wander in. It’s psychology.
Create visual impact by grouping similar items together. Or use the same colour to combine different products.
For Inspiration for every season, check out our Visual Merchandising features:
We hope we've helped spark some creative ideas. Save this article to refer to the next time you redesign your shop window.
[1] London.gov.uk
In our series: A simple guide to marketing your floristry business. The Floristry Trade Club’s Marketing Made Easy series has been designed with busy florists in mind. Running a floristry business can be tricky. From creating wonderful blooms to marketing your product, there's a lot to juggle:
The aim of these simple guides is to help you understand the different activities that fall under the marketing umbrella and how you can make them work for you.
