Getting Halloween displays wrong

Getting Halloween displays wrong

Retailers need to be mindful that, despite Halloween being associated with items of a distressed nature, window displays and instore Halloween displays still need to be well thought out, tastful and still drive customer to behave in a particular way.

Even top brands can get it horribly wrong.  See the example of Clinton cards – the window is just a mess.  No thought, no purpose and we can therefore assume unlikely to yield a result.

I often refer to a window display as ‘your billboard’ on the High Street.  If you owned a billboard, as this retailer did in the Highcross Shopping Centre, Leicester – would it look like this, or would you put this expensive real-estate to better use?

Window displays should follow these rules, where possible:

  1. Treat it like an advertising bilboard – big, bold and featuring a clear call to action.
  2. Use three layers – window graphics, products/props and a backdrop.
  3. It should be designed to ‘stop me in my tracks and make me want to come into your store now!’
So as you put your final touches to the October Halloween displays, consider how it can not only thrill, but entice and excite your customers too.
For ideas on how to pick the perfect music for Halloween, click here.

Written by

Corin Birchall is a Retail Sales & Marketing Consultant and founder of “Kerching Retail - helping to make your till ring”. His consultancy works throughout the UK and Europe. Corin is an active writer, coach and public speaker, helping to develop and grow a wide range of businesses & business leaders from Leisure and Retail sectors

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