Home / Blog / Promotion / A Window To Your Store

A Window To Your Store

Avatar photo by Casey Woods, Executive Director | April 18, 2019
With spring promising to be right around the corner (we hope), now is a great time to re-energize your store front with a new window display. The changing of the season, a local event, or a holiday gives you a platform for what theme to tie into your products or services. 

More often than not, shoppers enter a store based on the product being shown or the message being communicated in the store window.  Your window displays are like billboards for your store. They can be the make-or-break factor in whether a customer enters your shop or walks on by.
Investing a little time and money into developing dynamic window displays can really pay off.
Plan Your Purpose
What message do you want to convey? Are you having a sale? Do you want to promote a new product or product line? Are you a service based business that wants to highlight what customers can find once they open the door? Make sure that your front window or door has an open/closed sign and your hours listed.Make Sure Signage is Easily Visible

The sign that looks great when you’re standing right next to it might be hard to see from a moving vehicle or if a potential customer is across the street. While all details can not be done to suit all viewing points, try a mixture of items that can be seen from a distance or up close. Go outside and stand in a few different spots to see what your display looks like. Getting a different view of your work can help you see what your customer is seeing.

Think Three Dimensional 

A window display that uses three dimensional items can be very appealing to the eye. Shift mannequins or signs to an angle to catch more eyes as shopper pass by your store front. Use tiers, pedestals, and makeshift risers to elevate and draw focus to your featured products.

Decide Whether You Want a Background

Or do you want your store to be visible? Each approach has its pros and cons. Putting a background behind the your window allows for the display to stand out better, but does not allow for window shoppers to get a look inside to your sales floor. Paper backgrounds can be a cost effective way to highlight products, and when sized properly, allow customers to see inside your store.

Mix in Some Props

If you are wanting to connect with a local event, adding elements of the event can be a great way to feature your products.  Even if you do not sell event specific products – your business can still relate indirectly to this customer base.  Visitors are often drawn to businesses that are promoting/supporting the event they are in town for.

What is your focus?

Where do you want the customer to look first? Most people will look at what is at eye level first. Go outside and see where that point is. You can even put a piece of tape up while setting your window to help as a guide. Once you have your focal point, create a line of sight to flow customers to the next point in your display

Turn on the Lights

You shouldn’t rely solely on your store’s overhead lights. Take a moment to consider accent lighting from a lamp or installment. Colored lighting can be a hit if it complements the products on display. When used correctly, window lighting can set the mood of your storefront and properly highlight your business during evening hours.

Brand Consistency

Your window is the first point of contact with your customers. The theme and look of your window should be a reflection of what shoppers will find inside. Continuity within your business should be important. Your plan for your window design should enhance your business brand. For example, if you are a a health food store, you probably don’t want a sign for soda in your front window.

Mix It Up

Don’t be scared to try new thing- and if you don’t like it try again. Changing your window display is a great way to re engage customers and not have a stagnant storefront.
If re-doing your window display seems daunting, start small. You might be pleasantly surprised on what small changes can bring to your store front. Add a lamp, or simply clean up the clutter.  If you are ready for a big overhaul, but aren’t sure where to start, call the Emporia Main Street office and make an appointment for the Main Street crew to do a site visit. We would be happy to do a walk through with you and your staff on possible display ideas and solutions.

About the Author

Casey Woods, Executive Director

Before accepting the director position in March of 2009, Casey worked in both retail and agricultural jobs in the family businesses. A lifelong resident of the Emporia Area, Casey was a ten year volunteer for Emporia Main Street prior to his appointment as director. During that time he served as the board president and chair of the Economic Vitality Committee.

Casey also serves as a partner in PlaceMakers, LLC, a consulting firm that routinely works with both large and small communities, and their businesses, to promote sustainable economic growth through community and economic development practices. Casey consults with businesses, organizations and communities to understand their market capacity and fill vacant spaces. He has been involved in two projects that included crowdfunding as a part of their overall business funding strategies, Radius Brewing and Twin Rivers Winery & Gourmet Shoppe.