Showcasing your actual product stock in your shop windows is the most cost-effective way to create a window display. It signals unambiguously and efficiently to customers exactly what can be found in-store, but not all retailers are blessed with selling pretty products that easily make great window displays. So how can you display and sell ‘ugly’ products?
The last thing you want to do as a small business is go to the trouble of making a banal window display that is easily overlooked or, conversely, spend a lot of money on specially made props and set pieces to compensate for the unattractiveness of the products.
Luckily, with a little creativity and imagination, there are several ways to make a resourceful and striking window display, even with using the dullest items. Here’s what you need to know to display and sell ‘ugly’ products.
Window Display Tips
It can be tempting to show off everything you sell in the window, particularly if you stock many and varied product lines, but this usually leads to a messy melange. Less is usually more when selecting product varieties for a window display, to keep the message clear, concise and give it a curated look. If you think of a window display as a theatre stage, ordinarily there would be one star of the show, and a supporting cast. So use this metaphor to help you choose one product to be the focal point of your shop’s show. Give this one pride of place, centre stage. The leading role is nothing without the help of his or her supporting actors, so pick another two products (maximum) to make up the rest of the cast. Display these around the main character, making sure the emphasis is on the star.
Another visual merchandising technique that has great impact is repetition. Although an underused device in window displays, repetition can be very effective at attracting attention. Andy Warhol’s Campbell Soup Tins are a great Pop Art example of this. It is worth emulating and very easy to achieve whether you sell soup, scissors, spanners or shoes. Simply choose one product and display duplicates of it, adding nothing else to avoid diluting the potency of the image. If the same product is available in different colour variations then creating a kaleidoscopic rainbow effect is just as good as using one colour throughout. Another variation on this technique is to use all one colour except for just one box or item in a different colour. There are multiple ways to install the products from suspending on string or clear thread, or stacking up to placing on shelves or plinths. The best and easiest display method may depend on the type of product you choose, and whether you keep it boxed or unboxed. Every month or 6 weeks you can simply choose another item to repeat throughout the window, and hopefully get people wondering about what you will choose to show next time.
The third way to display and sell ‘ugly’ products in window displays is to set a scene and tell a story, because this is what really gets people talking. If you can make people laugh, you are definitely on to a winner.
For example, a store selling household products could stack up packets of toilet paper rolls, and unwrap and unroll a quantity of the rolls to make a deliberate, carefully placed mess – as if the dog or kids have created chaos then disappeared. A witty caption could be written on to the window, or a series of doggy footprints on the floor. This would be enough to help explain the scene and hint at the story, as opposed to just leaving a pile of unexplained loo roll everywhere.
This sort of humorous ‘whodunnit’ style tableaux can also work with a pyramid stack of tins or boxes that has been partially knocked over by a mystery pet/child/elf etc that has disappeared leaving just a clue to their guilt Simply change the stacked items and the clumsy character to change the story.
You may well think of better stories and ideas that are more appropriate to your particular brand. If cashflow does not permit getting a freelance Visual Merchandiser onboard, you can always get your staff involved with brainstorming and installing the ideas, which will have the added bonus of making them feel valued provided you reward their contributions.
Zoë is an interior designer with a background in theatre design and visual merchandising. A former Visual Merchandiser for Habitat, Zoë now specialises in helping independent retailers make their mark on the high street.
Visit http://www.zoehewettinteriors.co.uk/ for more info.