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:
- Treat it like an advertising bilboard – big, bold and featuring a clear call to action.
- Use three layers – window graphics, products/props and a backdrop.
- It should be designed to ‘stop me in my tracks and make me want to come into your store now!’