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Unit 11: Window Displays

Benefits closed back displays (enclosed window) have as well as the three types of floors Notes
that are commonly used for window display. The benefits of showcasing a closed back
display are the visual merchandiser can be arranged, which makes you become creative
when just be giving full back walls, sides, & a large window that is displayed to pedestrians.
The types of flooring that are commonly used in a window display are raised floors, raked
floors and elevated type windows.

11.5.1 Ways to Use Your Window Display to Boost Your Sales

If you own a shop or store then you owe it to yourself to read this page. Your window display,
if used effectively, can bring you new clients, can enhance the image/brand of your business,
can create customer loyalty, can promote certain lines of products and, above all, can be a major
tool in increasing your sales.
Did you know that 50% of all purchase decisions are made on impulse? In other words, half of all
decisions to buy are made when the consumer is out shopping. When people are looking in your
window there is, therefore, a massive opportunity to influence whether they purchase from you
or from someone else. When you get them to enter, that’s where the fun starts – using the power
of displays, signage, movement, interactivity, lighting and colour you can really increase your
sales.
Take the ideas from this page and incorporate them a few at a time. See what works for you and
always look for continual improvements. When you are ready, come back and dip into this page
for more ideas.
1. What would you like to achieve? Success is in the planning. An old quote says “if you fail
to plan, you are planning to fail”. Remember that investing in the right system can have
a massive benefit in helping to increase your sales. You may find it helpful to make a list
of the objectives you hope to achieve with your window display.
2. Allow sufficient time: Your window display is an incredibly important tool for growing
your business, so you really must allow sufficient time to plan it properly. Set aside a
specific time in your calendar or day planner to allow you to think the whole display
through properly and make plans.
3. Involve others: Who else do you need to involve in this planning process? Who else
would have really good ideas? Using “other people’s brains” is a well-known cornerstone
to success.
4. Get the customer’s view: Go outside and have a good, hard look at your window from a
customer’s point of view. Is it well laid out? Is it well lit? Is it inviting? Is there anything
to attract your attention? Would it make you want to go inside? Ask one or more of your
customers to join you and find out what they really think. Ask them how they think the
display could be improved.
5. Using contractors: If you are using designers or storefitters to refit your premises, make
sure they give sufficient importance to the window display. This is one area that is often
overlooked or minimised. The window is YOUR tool for increasing business. Take
responsibility for getting what YOU want. Give your designer or storefitter a copy of this
booklet when you are at the planning stages of the project.
6. Budgeting: Make sure you allocate sufficient funds to achieve what you want. Window
display systems do not need to be expensive but it may be well worth the investment to
shell out for a system that will do everything you want it to. Investing in the right system
can have a massive benefit in helping to increase your sales.

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