Looking at a storefront window with a blank window is more like looking at an unpainted canvas. It cries out a little excitement, doesn’t it? Storefront window advertising is more than sticking a sign on the window that says SALE. It is more an art than a science, more hustle than you would believe. This is the thing: Let’s get to the bottom of how plastering an artistic message to your glass can literally turn foot traffic into actual shoe-floor revenue.
Imagine first, the commuter on her way down the cold street with coffee shaking in her hand. To her surprise, what comes bounding out of the window in her face is a bright dash of color and a funny tagline. She stops. She smirks. She snaps a photograph. Who just won herself an in-store customer and a pinch of free social media publicity? In this instance, window advertising is a punch.
Design matters. You might have a catchier slogan, but when it is written in neon pink marker, nobody is impressed. Quality prints, neat lines, and strong fonts attract the eyes as a lighthouse attracts ships in foggy nights. There is a saying that first impressions do last. The first impression pays at the cashier.
Static posters should not be the endpoint, though. Beautiful window decals, three dimensional props and interactive features transform viewers into players. Time comes to Halloween? Slap on a life size vampire with one of your products in his hands. Valentine’s Day? Put handwritten love notes from customers into the glass. Think big–think little–think into the display case.
Speaking about messaging, now. Be direct. No one can waste his or her time thinking about riddles when s/he are crossing the road or entering the building. Calls to action do work. “See What Is New” or “Try It Today” erase indecisiveness and encourages curiosity. Slap some bold text and some smart humor, and it is gold. It is important to remember you are not writing a resum,e you are beginning a conversation.
Vary it frequently. Same window, same message, same… everything? It is no longer seen by passers by. It goes into the background. Yet, when they see new graphics now and then, their curiosity will not leave them in peace. Alter the colors. Alter the topics. Sheesh, shoot them something indimitable and secret now and then–let them imagine what-all is cooking behind the scenes.
The difference is made by lighting. Natural daylight is a marvel, but when the sun goes down, your efforts must not die too. Strip lights, fairy lights, or even simple spotlights bring your night promotions to life. You would be surprised how well-lit window attracts people like moths to the flame– minus the bug zapper.
Here is one more trick- demonstrate actual products. Photographs and cartoons are good, but it is the actual thing shining behind the glass that awakens another interest. Humans desire to touch, feel,and experience. Placing your products front and centre causes desire. Often, individuals are not quite sure what they want until it is staring back at them through the window.
We should not forget the online game. Your window can include QR codes that send shoppers to your online store or somewhere with special offers. Grandma may not mind, but her children most certainly do. Put yourself there: outside, phone to the ear, scanning the code with a smile. Your storefront is no longer half-day. It is all-day and equally blending physical and digital.
Window advertising is all about those few seconds of attraction and engagement of moving people. It takes some creativity, some boldness, and a sense of humor. The opportunities are nearly limitless; however, the one thing a memorable window display will do is make someone stop, look, get closer, and in some cases, go inside.
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Oliver is a professional blogger and a seasoned business and finance writer. With a passion for simplifying complex financial topics, he provides valuable insights to a diverse online audience. With four years of experience, Oliver has polished his skills as a finance blogger.
