Have you ever stopped to think what it is that makes you go into a particular shop to buy something?

What is it that catches your eye? The answer, of course, is the display in the shop window. If the display isn't appealing, or it doesn't contain the products you are looking for, or it doesn't display prices, you'll probably walk straight past. Your impression of the shop comes, firstly, from that shop window.

And, if your impression is a poor one, you are unlikely to become a customer. Often, first impressions are usually lasting impressions.

Normally show windows are used for
Sales promotions
Image building
Seasonal changes
New arrivals
High demand items.

Successful store windows are changed frequently. Remember that in a high street/downtown area your potential customers pass by the store at least two to three times a week. And it is the windows that tell the story of what merchandise that you have inside your store. So it becomes very critical that you change your windows at least every 2 to 3 weeks.
The windows capture the spirit and image of the store. They create the identity and present that identity to the consumer in such a way as to benefit the brand, and engage the consumer with the brand.

Creative Displays
While individual creativity and artistic flair play a major role in merchandise displays, here are some main principles that you should consider.

Good displays tell a story and have a theme.
Keep displays simple. Don’t include too many items.
Use proper lighting and props.
Show complementary/coordinating items together.
Use motion to attract attention.
Focus on best sellers/hot items.

Always take your store windows very seriously! Not in the sense that they should be formal, proper, boring, and obscured with promotional sales signs, but that they should celebrate all of the passion & identity that you have for your store .

One of the exciting things about retail is that it is dynamic. If you don't grow and change, customers assume you have nothing new to offer them.

Unni Augustine
Sr. Manager visual merchandising, Lifestyle
Reliance retail Ltd.

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