Hub City Window Display KUDOS Go To…..

One fun aspect of the shopping experience is ‘window shopping.’  Did you know that there are entire certified course curriculums on creating effective window displays because they are a critical element to drawing in patrons from the sidewalks to the cash register???  Window display marketing is essential to the greater success of a retail business’ bottom line. A stroll down Tower Avenue reveals much about the current retail conditions in the Centralia, WA Historic District.  You will find a myriad of different window display conditions; from hip & trendy window displays that produce the retail ‘wow’ factor to empty windows in empty buildings. 

This current state of window displays is actually a very clear picture of the retail conditions of the area.  For example, if all the store fronts were empty, this would indicate that the area was desolate and there were no favorable economic conditions.  If there were empty windows and very poorly crafted window displays, this would indicate an area that was tired and suffering economically.  If there were poor window displays, many empty spaces and the majority of the windows had for sale signs in them, this would indicate that there is an exodus of business leaving the area.  And lastly, if there are empty windows, poor displays, building for sale signs, coming soon signs of new businesses moving into the area and NEW, HIP, ON TREND, COLORFUL and HOT window displays - - HONK HONK HONK…. There is a message being sent - - there is a RENISASANCE movement going on in the retail sector.  Which set of ‘window display conditions’ do you feel the Hub City Historic District currently portrays???  Clearly, the last example.  

New hip & hot window displays are one of the first indications that “NEW business” has come to town.  This clearly suggests that there are new economic conditions as a result of these new businesses establishing themselves in the area.  Typically it is the new business that brings a new and fresh flavor to the retail image.  There are a few windows in the historic downtown that are screaming out to the sidewalk stroller – “COME IN, we are OPEN for business and what we have is hip & on trend - YOU WANT TO BUY WHAT WE HAVE TO OFFER!”   

Research indicates that repeat shoppers actually look forward to seeing the new window display changes a store creates.  Think of retail giants like Macy’s and Nordstrom.  They spend lots of time and money figuring out how to lure patrons through their creative window display advertising. Window displays have the ability to communicate a public message about the store’s personality, image and potential buying experience.  Just as a collection of window displays have the ability to communicate the overall retail conditions in an area, the image and the BRAND of the city (which I have been writing more about in recent posts).  

 We wanted to celebrate and send big KUDOS to a few Hub City Historic District business owners for their creative ingenuity in creating fantastic window displays this month! 

The Seasonal Kudos is a tie between Hub Bub on N. Tower Avenue and Fruffels located on the street level of the Lewis & Clark building for great Halloween theme window displays.   

The Hip, Hot & Trendy Kudos goes to Inspire Clothing & Gift for bringing such a fresh face to their window displays.  Additionally – we have noticed THREE different displays since Inspire opened just over a month ago.  

Up to date, fresh and creative window displays make strolling down the sidewalk a welcome experience.  Essentially the window display is the invitation to every patron to ‘enter in’ and stay awhile.  There is still much work to be done in the Historic Hub City District in this regard - - but the conditions are clearly changing and thanks to the great example of Hub Bub, Fruffles and Inspire Clothing & Gift, the rest if us can learn from the innovative examples they have set for us to follow.  

 As we learn more about adding a ‘fresh face’ to our retail locations in the famous Wilson Hotel, we hope to add to the growing number of great window displays in Historic Hub City.  I found this informative article on the “All Business” web site and thought it was worth sharing on the blog.  This article also gives some great pointers on interior display merchandising that are worth noting. Additionally, the Main Street Program also strongly promotes the importance of fresh and interesting window displays in EVERY store front.  As the Centralia Downtown Association begins to offer additional education opportunities by exploring all the facets of the Main Street Program, I am sure we will be learning even more as the Main Street educational components become available.   

Window Display Basics

Window displays are a critical means of generating more store traffic, so make the most of them. While in-store displays are invaluable for selling merchandise, the store window is important not only for sales but also for store image. Thoughtful consideration is needed. To be successful, you must:Know your store inside and out. Examine what your business stands for: what your product mix says about your store; your pricing structures; the quality of your products; and special services offered.Understand your customers’ needs. Study your trading area. Examine the demographics (age groups, income brackets, ethnic groups, etc.). Keep abreast of style preferences. Compare your prices to your competitors’. Be aware of customer reaction to sales and special promotions.Be display-savvy. Learn the rudiments - how to select items for display; how to coordinate props, materials and fixtures; how to enhance displays with lighting and motion; and how to use color effectively. Strive for creativity and balance.Develop a six-month display/promotion plan. With your knowledge of your store, your customers’ needs, and display techniques, prepare a promotion plan in advance. Follow through on major elements - displays, advertising, sales promotion and public relations. Schedule the dates of activities for each aspect of the plan. Break down the display section of your plan into two categories: windows and interiors.

Interior displays                                            

     Your most valuable “silent salespeople” are your interior displays. Use them to:* intrigue shoppers.* generate excitement and activity in the store.* support the desire to buy.Study every nook and cranny of your store for potential display areas. Make the best use of location and space. Develop an eye for interesting arrangements. Displays don’t materialize overnight, so lay everything out on paper; you can use scale drawings of the display area to help you plan.Divide your store into special-attention “display spots.” They should be located:* around your register(s) or checkout(s).* near sections that bear the heaviest traffic.* in the main aisle.

Such locales are strategically important for holiday items, impulse goods and seasonal and sale products.Displays can include merchandise in groups, on aisle tables or kiosks, in floor stands, or in baskets.Change your displays frequently to retain shopper interest, and keep them clean! Use professional-looking point-of-purchase material and signage to get your message across to your customers. Some additional tips:* Departmentalize merchandise.* Locate impulse-oriented items toward the front of the store.* Place specialty goods or merchandise most customers will spend time shopping for toward the rear.* Enclose expensive (small) merchandise in glass showcases.Window DisplaysIf your show window is designated as your most important promotional tool, it should be! Change your window display at least 10 to 15 times throughout the year.An empty window might not look like much, but fill it with creativity and you’ve got a lot more than just glass panes, a window base and perhaps a shelf or two. It’s as valuable an area as you can ever hope to obtain for your retail shop. What you do with it depends on your ingenuity!Imagine your window as your store’s face or as a stage setting. It’s up to you to make up your face or set the stage. Displays must be executed with imagination. You need to:* Use the background, props, materials and signage to create an atmosphere and convey a mood.* Heighten drama through position, movement and lighting.* Grab your customers emotions through humor, romance, etc.New retailers tend to throw everything but the kitchen sink into the window; resist this temptation. Such displays are not only cluttered and confusing, but extremely unproductive. Instead, consider a basic theme for each window change. When grouping your merchandise, set up products with plenty of “air space” around them.Key Points* Project impressions of style an distinction in your window displays.* Display merchandise that is timely.* Keep displays clean and neat! Use breathing space between products.* Build window displays around a single, unifying theme.* Use color in your displays.* Change a window display at least 10 to 15 times a year.* Use a professional-looking P.O.P.* Make sure all merchandise is lit adequately.* Ensure that the display is balanced.Theme ideas: June in January; January in June; At the Beach; Jazztime; Open House; Bargain Days; Graduation; Memories; Harvest Time; The World Series; Comedy; Cruising; Luxury; Mozart; Election Day; January White Sale; Chilly Days, Warm Nights; Warm Days, Chilly Nights; Victorian Pleasures; and A Night at the Opera… the list goes on – use your imagination!