Expert Advise – How to perfect a window display

 

‘Windows of Opportunity’

 

Promotions & Ideas

 

 

‘Actions speak louder than words, & a good promotion can do wonders for your bottom line’

 

Spring is finally on its way after a hard Christmas for the high street, but the Independents are still going strong, they never sit on their laurels when it comes to window and sale promotions, and are always aware of what the competition is doing.  This is becoming more apparent with the supermarkets now dedicating more of their floor space to non-food goods, they are nipping continually at the complacent high street retailer’s tails, and hitting them hard with what the customer wants, good old fashioned:

 

SUPPLY & DEMAND

 

Before you can put a successful display into your window, you will have to find a fresh idea.

 

But where do you start looking?

 

In the past when I have produced displays for independents my creative ideas came from many sources:

 

• Magazines & books


• Film & theatre


• Exhibitions


• Photographs & Art


• Music


• Other retailers


• Other people!

 

Basically any thing and everything, I have always kept a notebook with me to scribble down ideas, a habit picked up from my designing days, & always have a digital camera at hand to capture images and window displays.

 

Some of the best displays come from the simplest idea or play on words – but a good display always operates by presenting persuasive facts. 

 

 

 

 

 

Sale & Promotion  

New Season Promotions 

 

                                                     

Valentine’s Day

 

  

 

There are facts about the products which in the beginning made you agree to stock them, be it a New Season Collection, 2 for 1, or Valentine’s.

 

They have advantages over the competitive lines bought especially for short periods of time, perhaps they are better made, more attractively designed, cheaper, or have a short shelf life.

 

 

 

With all this in mined, don’t make the mistake to select the most attractive or the most popular of your lines to display in the window.  If they are really good sellers you can probably sell them as easily merchandised internally. Your window can then be used to display lines less easily sold, in such a way as to embellish their appearance, stress their value, and reveal unexplained uses and reasons for buying them.

 

 

 

John Lewis is a classic case of how to display and present everyday objects in a unique way, who else do you know on the high street that can make a Hoover look like a piece of art!

 

 

 

 

 

 

 

Paula Arkell M.A Retail Consultant