Expert Advice – how to perfect a window display

 

‘Window of Opportunity’

Sports Active Windows

From fashion and entertainment to business and health, for some it is a new religion.

With the 2012 Olympics being held in London many retailers will be re-looking at how they can promote sports products within their stores.  But do not panic, even if you are not a sports lifestyle store you can still embrace some of the creative window & internal displays from Nike to Tesco.

Over the years I have worked closely as a consultant with sports/lifestyle shops, throughout the UK and France, and when working with retailers you always have to ask yourself:

‘What do you want the windows to say about you?’

 

PROMOTIONAL VS INSTITUTIONAL DISPLAYS

A Promotional display can be one item, a line of goods, related merchandise, and even for store wide sales, a variety type of display.

The display advances or emphasizes a particular concept, trend or item.  It promotes! as an example: 2012 London Olympics.

A theme has been developed for advertising the event.  That theme will be carried out in newspapers & magazines, on radio, and television, and the displays (windows and interiors) will tie in with and support that theme.

                                 

If the stores Promotion is: ‘SPORT OF CHAMPIONS’, then the display would be related.  In one window there would be a display for ‘ATHLETICS’, with everything from active sportswear to sporting equipment, sports magazines.

Another window could have: ‘2012 GIFTS & SOUVINERS’ of the events consisting of a collection of merchandise relating to the different sports.

Each different window would be gifted with a variety of merchandise based on a particular sporting event.

INSTITUTIONAL DISPLAYS

An Institutional display helps further the stores image.  It is a sign of goodwill toward its neighbours and the neighbourhood.  It shows the store as a concerned and interested party in the welfare of the community.

In the run up to the Olympics bid, in London everywhere you went we were encouraged to text or email our support, this excited everyone and raised the publics moral that we could host such an event, it was not about selling merchandise as the outcome had not be decided, but it certainly sold the idea to the public, that it was possible and we bought into it.

 

Written by Paula Arkell Retail Consultant