Create the most prominent retail marketing tool
8 tips for effective window display
Places where people come to shop, to meet friends, to relax and to be entertained, are a rich tapestry of shops. Vibrant storefronts are their lifeblood. They compete for attention. To stand out in this exhilarating hubbub, each retail giant or chain store showcases its own unique personality through window dressing. The battle is on!
Conjuring wonder and differentiation, an enticing window display has the ability to provide visual entertainment, breathe new life into the shop, stop and engage passers-by, and draw them in for an unplanned or impulsive visit (and buy).
What is the recipe for an effective window display? For many years we have been entrusted with the design and realisation of the shop windows of retail brands Yves Rocher and Neuhaus. We are happy to share our experience on the most prominent retail marketing tool.
Before you move on
We specialise in the creation, design and manufacture of point-of-sale display materials, specific retail furniture and merchandising solutions, all 100% custom-made to the in-store projects of retail and brand. At Team Pilotes, we prioritise environmental sustainability by analysing the life cycle of each project to minimise its impacts 🌍🌿
1. Capitalise on an overall theme
Though surprise always attracts attention, to really anchor the shopping eyes, a clear, identifiable, and cohesive theme is the key to success. With a little reimagination, a dash of inspiration, and perspiration, to create emotional connections and draw in crowds, work alongside running marketing campaigns and product introductions, and ensure consistency across all communication channels.
The challenge is to adapt the predefined theme and graphic vibe as faithfully as possible to the operational context of the storefronts, using décor, shapes and materials within the allocated budget, and with modular configurations suitable for all the stores and storefronts in the network.
The theme could be anything from seasonal (Christmas, Valentine, spring, back to school, etc) or correspond to event-based priorities.
2. Tell your story
Once an overall theme has been chosen, a window display should be able to jazz up attention with what’s on sale; the specific product or line-up being presented, profile, attributes or promises. Storytelling is a convincing marketing method. It brings focus to your presentation.
Storytelling can win over the hearts and minds of your audience. And while it is one of the less obvious elements, storytelling can take on powerful dimensions when combined with the right display to convey values and promises to its target audience. Therefore, your story should be on brand, reflect values and personality, and reassert brand truths.
