If there is a shop window in the store, you have an indispensable tool for attracting attention. That’s why you work with it instead of covering it up. After 1989, we were looking forward to the disappearance of posters from shop windows urging fulfillment of the Five-Year Plan and portrayals of the greats of the international labor movement in red. We thought we’d go back to prewar practice and have something to look at and then succumb to temptation. However, over time, the shop window becomes the kind of overlooked place merchants cannot handle.
Lehits entrepreneurs will never miss the way to attract customers to the store. Therefore, they do not cover the expenses, but rather they work and use it,
They either cover it with foil paper, as COOP did, or offer dusty, sun-embroidered merchandise that definitely doesn’t draw the customer into the store.
Let’s say first of all Getting rid of expenses is not the answer. It was not created as an unnecessary extravagance, but to show customers what they would find inside. Already in the nineteenth century, they knew that potential buyers could be passersby. At first it took the form of a glazed wooden cabinet, hung on the facade, and later for this purpose the windows began to expand, until they acquired the dimensions and shapes we know today.
“Try to stand up to your explanation and ask yourself, ‘Do you tempt me to visit? “
Store window as a sales tool
The store window works in two ways. Either it is transparent and then attracts visitors by looking at the merchandise sold at home and the shoppers. Or it is opaque, it encourages the entry of the offered goods. In some cases, combinations are also possible ( See also the article 5 tips to increase sales in your store).
Obviously, the first method is suitable where the store can be well lit and where wholesale shopping is concerned. For example, selling foodstuffs, household goods, electrical appliances … and conversely, for bookstores, branded fashion and other industries, it is better to choose a commodity display. We can imagine the combination, for example, in a furniture store, where the pieces in the shop window are brighter, while the intensity of illumination decreases in depth of the store.
Errors in using charges
There are shops where the view from the inside was originally planned so the storefronts are in the form of a simple window in which not much can be placed. Unfortunately, It is rarely used for its original purpose. They are either pasted over with foil or covered with shelves. The worst combination is a solid sheet like the back wall of the shelf, covered in cobwebs, with handwritten motion stickers affixed to the outside of the glass.
A piece of courage is needed to compensate. Most of them follow the principle that in the store it is necessary to use every place, every wall, including the glazed wall, to place goods. But by changing the interior design, you can not only open up a view of the store, you can also increase its aesthetic appeal to visitors. Sometimes it is definitely true that less is more.
A fully closed shop window with an opaque back wall should only be used where there is a view of the shop, for example through a wide glass door. Otherwise, visitors instinctively see the confusing danger of hiding the caves – and would rather avoid it ( Read also in the article Some of the little things that will greatly increase your sales).
Most of the errors occur in the displayed goods and their arrangement. Merchants save and few people use professional services. And so we often come across dusty piles of merchandise in faded packages, comic attempts at art with a particular fondness for burlap papaver and similar materials, accompanied by engravings on glass or non-synthetic posters announcing a “big sale.” Try to counter such an explanation and ask yourself: “Will he tempt me to visit?”
5 reasons not to cover the shop window
First The customer wants to be clear if the ordered assortment is in store. Nouns usually say nothing today, and other written information often corrupts superlatives at the expense of relative importance. Plus, we know very well that one view will spread ten engravings.
a second Safety is preferred. It might sound a little unreasonable these days, but it is true. Prehistoric human instincts still operate infallibly in us, so a customer prefers the store he can see. In short, he has an overview of what awaits him inside, how many people are moving in, and whether he is in danger.
From this point of view, the more lit store is also more attractive, especially in contrast to the darker exterior.
The third factor It’s what’s called a reflection – we like to imitate others. So when passers-by see people shopping inside, they feel compelled to join them. Again, this is an instinct that is similar to our ancestors: If there is a group of people somewhere, there is definitely something to eat that will increase my chances of survival. I repeat that this principle, albeit unconsciously, was followed by us modern humans at the beginning of the twenty-first century.
The fourth Emotional associations operate here. We combine casual shopping, large glass spaces, and specialties with smaller, darker stores. Even what we consider to be modern (furniture, dishes, cars, etc.) requires as few visual barriers as possible. The transparent space evokes the feeling of easy, light and even cheap shopping. Conversely, in a dark wine bar or antique shop, expect higher prices, and even bargaining.
Fifth It is a store as the stage where the shopping story revolves. When covered, the viewer (potential customer) won’t see anything. In the past, many moving props were placed in store windows, but it is better for the actors to be customers and sellers.
How to create an attractive shop window according to intuitive marketing
First of all, you need an idea. Passers-by won’t be attracted to a kettle, canned meat, or just published book, because they have all of it in your competition. So it is important Arouse their interest.
Don’t try to inform clients of what you have. exactly the contrary. Focus on one thing, one item or one group of it. You can refer to the season (swimwear), a specific activity (bathroom tiles), or novelty (the latest iPad model).
For example, when Stieg Larsson’s famous book “The Girl Who Kicked the Wasp’s Nest” was published a few years ago, you could simply put it into interpretation with other news, or let’s arrange it under a giant wasp’s nest. What do you think will help sell more?
However, such an approach is required Increased activity. The attractive shop window has a stronger effect, but it will also look good soon. So it should be replaced in about a month. You can make your work easier by creating “sector” items that you can use multiple times in different configurations and situations, and your customers won’t even notice.
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