Dynamic Retail Displays
1) Make sure that your display has the proper lighting.
Marketing research has proven that spotlighting is most effective at getting customer’s to notice a display. Spotlighting does not necessarily mean harsh lighting, so be subtle. A strobe light might attract a lot of attention, but it will instantly turn away most customers.
2) Rearrange your displays often.
A lot of your potential customers will pass your store often. What got them to stop one day might be different that what got them to stop another day. Changing it up often will hold their interest and showcase more merchandise so that they can see that you really do have something to offer them.
3) Keep your store in line with the theme of the display.
Your store should reflect what you are advertising in your display. For example, if you have a mannequin in a bikini hanging out with mannequins in scuba gear, I would expect that you sold both in your store. If you don’t sell scuba gear, then don’t put it in the window.
4) Make sure that your window displays attract the right customers.
If you only want high-end customers, don’t use big “sale” signage in your window. You’ll only attract the bargain hunters that aren’t likely to spend money in your store. In turn, you’ll push away the bigger spenders that don’t want to push through a bunch of rummaging customers to buy high end clothes.
5) The display speed should be matched by the customer’s speed.
If your customers pass your window display in a car, it needs to be simple enough that they can decipher your message quickly. Simple mannequins wearing your clothing may be enough. But, if you are in an outdoor mall where customers leisurely stroll by, you could put in more detail to entice them to stop and take a look.
6) The display should be relevant to the buyer, right now.
This seems obvious, but many retailers make the mistake of advertising Christmas too soon; or bringing out the winter clothing in July. Most people do not buy their clothing so far in advance. Advertise “back to school” clothes when most people are buying them. You’ll make a lot more sales and customers won’t view you as ridiculously desperate to get the good sales season started.
7) Display your clothing on a mannequin.
Use mannequins to your advantage by displaying your clothes as they look when they are worn. Customers don’t have to rummage through crowded racks or make multiple trips to the dressing room to determine if they will like how something looks when it is worn.
Follow these simple rules with your displays and you will certainly draw some of the right kind of attention to your retail store.
About the Author: Ron Maier is the Vice President of S & L Store Fixtures, a leading online resource for retail displays, including mannequins, dress mannequin forms, female mannequins, gridwall and slatwall store fixtures. For more information, please visit http://www.slstoredisplays.com.