Some say that first impressions are everything.  This is absolutely true in the retail world.  Your storefront windows provide the opportunity to make a favorable first impression on shoppers and passersby.  With the in-store decision rate at an all-time high of 76%, according to Point of Purchase Advertising International,  independent retailers must consider the power of the window.

“Great window displays reflect the soul and mood of a retail store.  An amazing window has the power to drive traffic and inspire shoppers,” says Christopher Meyer, President of InnoMark Permanent Display Group.

The task of executing an effective window display may seem daunting.  However, a little planning and a minor investment can go a long way towards a positive first impression.  Here are Boutique Vision’s top five tips for creating window displays that drive traffic, inspire shoppers, and build brands.

Identify a Theme

It can be a particular color scheme, shape, season, event, etc.  Many suppliers offer a variety of materials, such as hanging snowflakes, hearts, stars, etc. that apply to seasonal themes and can be reused if properly maintained.  Try to avoid choosing a general theme, such as “holiday”.  Select a more specific concept that expresses your brand’s personality.  For example, a vintage retailer might choose the theme, “An Old Fashioned Christmas”.  Figure out what inspires you and move forward with a plan.

Think Outside the Window

Step outside before designing your display.  View your window from close up, as well as across the street.  Determine which areas are eye level for passersby and mark with tape for guidance.  Consider these areas as you choose design elements.  You can also use as a guide for suspending hanging items and placing window clings.  Please note that it is important to complete this task from outside.  The interior floor and the sidewalk are not always the same height.  Therefore, focal points will be different from each view.

Light it Up

Determine your primary focal points and highlight with accent lighting.  What do you want passersby to notice?  Signage, new products, etc.?  Focus your lighting on these select elements.  LED lights will maximize your budget dollars in the long run.  Basic LED spotlights are available online or at your local hardware store.  We generally recommend white bulbs.  However, there are occasions when colored lights can complement a display.  If you choose to use colored lights, make sure that the colors work with your display instead of against it.  Does your area experience heavy evening traffic?  If so, consider leaving spotlights on overnight to capture attention and inspire repeat visits.

Create a Window “Tool Kit”

It’s impossible to complete a job successfully without the proper tools.  Therefore, we recommend keeping a “kit” of the items commonly used when building and maintaining window displays.  The contents of your kit will vary based on your needs.  However, here are a few basics to get you started:

• Tape
• Clips/hooks/hanging hardware
• Fishing line
• Scissors
• Utility knife
• Basic tools (screwdrivers, etc.)
• Extra light bulbs
• Glass cleaner
• Dust cloth