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EXPERT OPINION


THE MAGIC OF CHRISTMAS: HOW TO GET THE BEST OUT OF YOUR WINDOW DISPLAYS


With the festive season almost in full swing, retailers only have two-and-a-half seconds to attract the attention of passers-by, Ali Newton of The Display Centre provides three top tips to get your business winter ready.


BE PREPARED FOR CHANGE By nature, humans and animals alike become desensitised to things that they see every day. This applies to your window displays. If you do not change them regularly, passers- by begin to ignore them. This can be particularly problematic if many of your customers are regular visitors to your patch of the high street or shopping centre. For this reason, it’s usually recommended that retailers aim to


change their window display at least once every two weeks. Keep changing your displays regularly to capture the attention of your target audience. It’s a good idea to plan your windows and the merchandise that you will use in each display. This is a great activity for quieter periods in your shop and will also make it easier to stay on top of your windows, even when it’s busy. So, when you are planning your


Christmas window displays, you should plan a few variations, this doesn’t mean that you need to spend lots of money on props, simply choose some core window dressing items and re-arrange them around the main focus of your display, your product. Key takeaway: Help to ensure that your windows continue to be noticed by passers-by by changing your window displays at least every 2 weeks.


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