Page 224 - DMGT552_VISUAL_MERCHANDISING

Unit 11: Window Displays

26. Use incentives to get people to enter: One of the main goals of your window display has to Notes
be to get more people to enter your store. One way to achieve this could be to provide
information about a special offer which is only available today. By making the offer time
limited you will encourage people to take the decision to enter there and then. If, for
example, it is a sale which runs until the end of the month, they may put off coming in now
and, as a result, may never enter at all.
Remember to remove the offer at the end of the day. If people see the same offer there day
after day they will lose trust in you and all your good work will be wasted.
27. Remember to view from the inside: Your window display is not only for attracting people
walking or driving by. It also can play an important role on the inside. But consider the
objectives - they could well be different from the ones facing the street. On the outside, the
objective may well be to attract attention and encourage the person to enter. On the inside
you may want to direct people towards a special product. This is an important area. Plan
it just as carefully as the external display.
Many window display systems are double-sided and will automatically allow you to do
an internal display. Make sure you inform the supplier of your window display system of
this requirement.
28. Don’t block out light to the interior: Depending on the design of your store, the window
may be an important source of light for you. If this is the case, use a display system that
will not block out the light. Many display systems are made using very light and almost
invisible materials such as fine cable.
29. Allow people to see what is happening inside: Your window is important - but so is what
is happening inside. Don’t block your window so much that it is not possible to see the
inside of the store. If you want people to enter your store (and why you wouldn’t?) let
them see what it’s like. Keep the window display light so that people can get a ‘taster’ of
the many delights to be found inside.
30. Don’t block out the view to the outside: Once you have managed to persuade people to
enter, they will feel much more comfortable if they can still have some connection with
the outside. As the saying goes “let them see the light”. When designing the display
always imagine the view from the inside looking out.
31. Use lighting effects: Good lighting has been proven to increase sales. This is a simple, yet
very effective, way of creating an impact. Lighting can be used to create a mood by using
colours. Create attention by making the lights move, flash or strobe. Use lighting
controllers to help you create just the effect you are looking for. This is a specialised area
so take advice from a company that knows what it is doing.
Think through your ideas and know exactly what it is you want to achieve. This will save
you masses of time when dealing with your supplier.
32. Seasonal changes e.g. Christmas, Easter, Mothers Day: You can really boost your business
by being aware of any special occasions and adapting your window to suit. People look at
what they are focusing on. So, if their focus is Christmas be sure to catch their attention.
Use the many different types of props that are available. Be creative - you can really make
your window stand out from the crowd.
33. Less is more…: You can make a big impact with small objects. In order to display small
objects and get them noticed, you can use small shelves suspended at different levels. This
‘floating effect’ will attract the eye of customers and really draw attention to these displays.
Suspended cable systems are excellent for this type of display and for focusing attention
on small products.

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