A guide to effective visual merchandising in store windows


Window displays are a great resource for retailers. The ability to highlight specific products before a customer commits to entering a store boosts the number of visitors and can improve sales volume. While not all retailers have window space, many have some sort of area that is visible from the outside of their businesses. Understanding how to best use this prime display location is crucial for effective visual merchandising and overall display efforts.

Here are three ways to make the most of window space and attract customers:

  • Use your imagination: The display space in windows is unique because it isn't usually accessible to customers. Because of this limitation, retailers can create effective theme and lifestyle displays without having to worry about shoppers disrupting or damaging it. Although the exact type and design of such a display is best left up to individual store owners, accessories and props are a common need for this kind of presentation. Mixing in these items helps businesses differentiate themselves from competitors by creating unique, individual displays. Accessories and props help turn a set of products into a still-life scene that catches the attention of shoppers passing the front of a store.
  • Take advantage of the full space: Window displays don't have to sit on a single display table or shelf unit. The added security of the window area means that more intricate and elaborate setups can be put to use. One approach is to create a sense of depth with tables and shelving set at different distances from the window pane, adding a depth of field element for customers walking past. Working vertically is another option, using shelves and stackable tables to display related merchandise. The important thing to remember is customers won't be directly interacting with these displays, so having items out of reach or in unique locations is fine.
  • Use banners and other signage: Sometimes the merchandise on display, along with other props and decor, can tell the whole story. In some instances it's useful or necessary to have signage in place. This is especially true during sales and promotions, when the merchandise itself doesn't convey the deals to be had for consumers. Signs can provide that extra push required to get shoppers interested and inside of a store, leading to more chances for sales and increased revenue.

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