Even the best items can look like they belong at a garage sale if they are not displayed properly in the window. Picture Deep Retail: a dusty doll, streaky glass, and Valentine’s Day banners that are still up in June. It makes a buyer want to cross the street to find better deals and fresh air.
There is too much stuff in the window, so let’s deal with that. Putting all the items on show at once is like trying to stuff ten pounds of potatoes into a five-pound bag. It’s easy to get a headache when things are piled up in the window. People will not look at all or will not know where to look. One main point. That’s it. Choose your best-selling item, a holiday favorite, or a brand-new item that will blow people away.
But there are some bad things about simplicity as well. People will walk right by your window even if there is only one shoe there. Feel the balance. Bold props are great, but don’t let them take away from your star goods. Color also helps. Even the most excited shopper will get bored with all the gray.
What you say matters. Too many deals, signs, and exclamation points crammed into the glass makes it hard for buyers to read. Just one clear word is enough. Think again if you can’t write it on a Post-It note. “50% off today” is always better than “biggest, craziest, most epic sale ever!!!”
The lighting comes next. No one will be able to see your show if your window is as dark as a cave. Maybe those strange people who shop in windows late at night. When you have good lighting, colors stand out, displays look interesting, and dull things become treasure boxes. Don’t skimp on this.
If you don’t do upkeep, everything will break. Instant deterrents: dead flies in the window and tape that is coming off. Every day, look for things that shouldn’t be there. Glass must always be clean. Customers shouldn’t want to use their fingers to write “WASH ME.”
Last but not least, don’t forget to update your screens. The ads from last season make your store look like it’s from another time. Change the themes, use recent events, and follow local trends. Like food at the farmer’s market, keep it fresh.
Want people to come in through your windows? Clean up. Make it clear. Turn it on. Keep things clean and new. If you don’t make these easy mistakes, your shop will soon be working extra hours, even on days when you wish it would rest.