Poor Lighting

Arguably, one of the most common mistakes store owners make when setting up a window display is using inadequate lighting.  Whether you intend to use an overhead fixture, track lighting, wall sconces, table lamps, floor lamps, etc., you should check to make sure it’s fully capable of illuminating the display. Dimly lit displays are difficult for shoppers to see, and they don’t emphasize the products as well. Thankfully, this is an easy problem to fix, as you can install additional lighting to enhance the display with greater illumination.

Too Many Products

Another all-too-common mistake is trying to force too many products into a single window display. There’s no rule, written or otherwise, stating that you must fill every square inch of your window. When a window display is cluttered with too many products, it creates a messy appearance that ultimately reduces its impact on shoppers. Stick with a few product to ensure your displays have a positive effect on shoppers.

Not Seeking Help

Don’t try to tackle a large window display by yourself. If you aren’t familiar with the products, contact the manufacturer/merchant and ask for their assistance. Most vendors will gladly send a representative to help you set up a window display. After all, you’re promoting their products, so it’s in the vendor’s best interest to offer a helping hand. In addition to the advice and labor offered by vendors, some may even bring their own promotional material to further enhance your window display.

Broad Demographic Targeting

Instead of trying to make your window display appeal to everyone, focus on targeting a more narrow demographic. Ask yourself, who would purchase these products? Now, set up your window display so it appeals to this target demographic. Creating a more narrow window display will yield greater engagement, and subsequently more sales.

Not Testing New Things

Even if your window display is effective in attracting shoppers and generating  sales, you should constantly make new changes to see what works and what doesn’t. Over time, shoppers will grow tired of seeing the same display, at which point it will slowly lose its effectiveness. Making subtle changes, however, will keep shoppers engaged and interested

If you have any questions at all about setting up a window display, please give us a call at 800.241.6897 or email us at https://www.melvinroos.com/contact-us/.

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