If you’re a retailer or restaurant manager, you know that getting customers to step into your store is key to sales success. And one of the best ways to do this is by creating visually striking and engaging window displays. According to NPD Group Research, window displays influence purchase decisions up to 24% of the time. With that in mind, here are four tips to help you create compelling window displays that will attract potential customers and drive sales.
1. Know your target audience
To create an effective window display, it’s crucial to understand your target audience. Consider what they want and what’s important to them, and craft a display that resonates with those motivations. For instance, Nike’s window displays are designed to appeal to athletes and sports enthusiasts. They use dynamic visuals, bold graphics, and sports-related props to create an energetic and motivational atmosphere that speaks to their athletic-minded customers.
One restaurant that understands the importance of targeting its audience is Olive Garden. By featuring enticing images of its signature dishes and creating a warm and inviting atmosphere, it appeals to customers seeking a comforting and satisfying meal. This strategy has helped the restaurant chain grow to over 850 locations across the United States.
Check your Como analytics to find out which products are your best-sellers, which sell out the fastest, and which are likely to be in high demand, and adapt your window display accordingly! What is more, a product affinity analysis allows you to see which items are commonly bought together, giving you an idea as to which products you can feature next to one another in your next window display!
2. Pay attention to the lighting
Lighting is a powerful tool when it comes to creating captivating window displays. Use it to draw attention to your featured products or key focal points. For example, spotlights can create a spotlight effect on specific products, making them stand out from the rest of the display. Lighting can also help create a mood or ambiance in your display that aligns with your brand or the theme of your display.
For example, lighting plays a crucial role in creating captivating window displays for luxury jewelry brand Tiffany & Co. They use curated lighting to highlight their jewelry pieces as the focal point of their window displays. They use spotlights or accent lights to create a spotlight effect on the jewelry, drawing attention to their brilliance and craftsmanship.
One restaurant that has mastered the art of lighting is The Cheesecake Factory. The chain uses ambient lighting to create a cozy and inviting atmosphere that encourages customers to stay longer and enjoy their meals. The result? A chain with over 200 locations and consistently high customer ratings.
3. Incorporate interactive elements
Interactive elements in your window display can encourage customers to stop, interact, and ultimately enter your store. Consider adding touch screens, mirrors, or props that customers can interact with to create a memorable and engaging experience. One additional tip for creating captivating window displays is to design displays that are Instagram-friendly, as this can increase social media buzz and attract even more potential customers.
Shake Shack incorporated digital elements into their window displays to promote their limited-time menu items. The displays were updated in real-time to promote their seasonal and limited-time menu items, creating a sense of urgency and excitement among passersby. As a result, Shake Shack saw a 7% increase in foot traffic and a 4% increase in sales during such campaigns.
Rebecca Minkoff, a women’s fashion brand, introduced digital elements to their window display at their flagship store in New York City. They used an interactive touchscreen display that allowed customers to browse and shop their latest collection, view product information, and access exclusive content such as behind-the-scenes footage of their fashion shows. This innovative window display helped increase foot traffic to the store, with over 300 people interacting with the display each day. The brand also reported a significant increase in sales during the period when the display was active, with a 30% increase in sales compared to the same period the previous year.
4. Refresh your window displays regularly
To keep customers engaged and curious, it’s important to refresh your window displays regularly. A stale or outdated window display may not capture the attention of customers who have seen it before, resulting in a loss of foot traffic and potential sales. Consider incorporating seasonal and trendy elements in your display to create a sense of urgency and excitement.
One restaurant chain that understands the value of refreshing its displays is Starbucks. The coffee giant updates its displays regularly to promote seasonal drinks and new product launches, keeping customers interested and engaged.
A survey by the National Retail Federation (NRF) found that 79% of consumers enjoy seeing holiday-themed window displays, and 43% of them are more likely to visit a store with a festive window display.
Anthropologie, a women’s clothing and home decor retailer, is known for its unique and eye-catching window displays. They frequently change their displays to reflect current trends, seasons, and holidays. The originality and creativity of their window displays have garnered attention and praise from customers and passersby, and have become a hallmark of the Anthropologie brand. According to a case study by Display Mode, Anthropologie’s unique window displays have helped to increase their foot traffic by up to 50%!
Creating a compelling window display is an effective way to increase foot traffic and ultimately drive sales. By understanding your target audience, paying attention to lighting, incorporating interactive elements, and refreshing your displays regularly, you can create a branded, exciting customer experience that will entice customers to step inside your store and engage!
And with the right data and analytics from Como, you can fine-tune your strategies and achieve even greater success. So what are you waiting for? Get started on your next window display today!