Here are some more ideas on selling displays from the top stores in London. They are helpful for those in retail or those working on exhibitions stands.
Consider how the view looks from the inside as well as the outside
But consider whether this changes the original objectives of your display.
These could well be different from the objectives you set for the side facing the street. On the outside, the objective may well be to attract attention and encourage people to enter. On the inside you may want to direct people towards a special product within store.
This is an important area. Plan it just as carefully as the external display.
|Wonderful eye catching giant handbag in Selfridges' window|
Notice how you can see into the store and the glass lift/elevator
provides movement to attract the eye
If you want folk to enter your store 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.
When designing the display it is helpful to imagine the view from the inside looking out.
|Simple but effective idea of Window display|
a cascade of envelopes through the letter box
Store in King Street Hammersmith, West London
People look at what you are focusing on. So, if your 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.
This ‘floating effect’ will attract the eye of customers and really draw attention to your displays.
If you are aiming at people walking past, the message you want to get across needs to be at around eye level and of a suitable size text that is easy to read without squinting. If you want to aim at people on the other side of the road, the message needs to be much larger. Larger banner type adverts may be suitable. If you want passengers driving past to get the message from a car or bus- think - can it be read in a one second glance?
Instead, make people curious and you will be surprised at the result.
Good Selling !