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Brick-and-mortar retailers have just a few seconds to attract—and hold—a buyer’s eye with a window display. In New York City, 10,000 people pass the Macy’s window every hour. That’s nearly 1.7 million people each week!

Your shop doesn’t have to be world famous or located in the middle of busy Manhattan to benefit from a well-designed store window. According to NPD Group research, window displays influence purchases an average of 24% of the time.

The right window display design can engage shoppers enough to cause them to stop, look back, and walk into your store, where your floor staff can help close the sale. Not only do attractive window displays help bring in customers, they also let you display new products, highlight promotions, enhance your brand image, and differentiate your store from the competition.

With increasing competition from ecommerce, and the COVID-19 pandemic keeping shoppers at home, store windows are more valuable than ever. In order for window displays to benefit brick-and-mortar retailers, Mujica says, “it’s important they have a very specific vision for the people they are pandering to.”

Window displays can help your store boost foot traffic and brand awareness, highlight products and promotions, and differentiate itself from the competition.

Window displays preview what’s inside your shop. You can use them to entice customers with products they’ll like and to highlight new arrivals, limited-edition products, or even holiday gifts.

Leverage windows to let customers know about sales. If you’ve ever entered a store after seeing a huge “SALE” sign in its window, then you understand how effective this tactic can be. Synchronize in-store offers with online promotions to increase the impact of your displays.

Let’s say there are two shoe stores in your neighborhood that feature the same shoes in their window. Store A displays the shoes in a creative way, while Store B unimaginatively places each pair on top of its box.

Which store do you think attracts more customers? Most likely Store A. Making an effort with your window displays will help you stand out from the local competition.

They’re great for exhibiting clothes on mannequins and body forms and showing off your store’s interior design. However, open window displays are revealing, making it difficult to hide fixture accessories, like wires.

Closed window displays have a wall or backdrop separating them from the store floor. These displays emphasize the products on view by eliminating distractions from inside the shop. Yet, they block natural light from entering your shop, so you’ll have to compensate with ample lighting on the floor.

Shadowboxes are small, box-like, and most often used to display petite, detailed items, like jewelry, shoes, or makeup. They’re usually only big enough for one or two people to look at at once.

As the name implies, you get a corner window display when two windows come together in a corner, creating a large, box-like display. Corners are optimal for attracting shoppers approaching from any direction and showing off products from more than one side. But, it can be difficult to arrange products in these displays, since they need to look attractive from multiple viewpoints.

Setting up your first retail window display may sound a little daunting. Luckily, you don’t need to have a design background to create a compelling store window display. Even if you don’t have the budget to hire a visual merchandising professional, it’s possible to DIY your own display.

Here, we’ll help you set your fears aside so you can master the art of putting together unforgettable window displays. We’ll guide you through the process of assembling your store window display, as well as offer some window display ideas to get you started.

Use Shopify’s analytics and reporting to make the right merchandising decisions at each of your store locations. Spot seasonal trends, see which products require promotion, measure your promotions’ impact on product sales, and more.

Before you start brainstorming complex ideas for your first retail window display, let’s start by making sure we"ve got the necessary tools to set you up for success. In other words, you don’t want to be halfway through the process only to notice you don’t have a tape measure or another essential tool.

Depending on the design of your store window display, you may need other materials to complete your project. However, these tools will keep the ball rolling and can serve as a skeletal shopping list to start your display design.

When it comes to conceptualizing a store window display, it’s best to start with a pen and paper. Before sketching out your window display ideas, start with a story based on a theme. Yes, your window display design should tell at least a basic story. After all, it"s proven that storytelling can serve as a strategic business tool.

Doing so will help you determine where your focal point should be. The focal point is where you want your prospective customers to look first and concentrate their focus. The central point of your display should be big enough to catch a shopper"s attention, even on the other side of the street.

Start thinking about the arrangement of products based around your focal point. Will you arrange your products on wires or shelves around the focal point? Or maybe set them up in a pyramid? Explore different configurations to see what would work best for your window display.

Let’s be honest: society’s attention span is shrinking to about less than a millisecond, and your buyers are no exception. You can bet that most people walking by your store will either be engaged in conversation with friends, texting, or walking their dogs. So, you’ll need to pull out all the stops to make sure you catch their attention. At the very least, you can create a store window display they’ll want to take photos of with their smartphone and share them with the world.

So, when creating your retail window display, don’t be bland. Be bold with colors, shapes, and props. Think outside of any cookie-cutter colors and opt for more eye-catching hues like fuchsia, orange, or electric blue. Just remember to exercise your best judgment and keep everything consistent with your brand.

With all the window display ideas available for you to use as inspiration, it’s easy to get carried away and create an overly complicated display. However, too much clutter is likely to repel and overwhelm potential passersby, rather than draw their attention. Don’t try to do too much or you’ll just end up with a busy, unfocused display.

Always keep your goal in mind: ultimately, you want to draw attention to your products and help customers quickly understand why certain products are grouped with others. That also means keeping your display clutter-free and being able to justify why each component of your display is included.

When you’re creating a display, you’re going to have small and large objects, dark and light colors, lights and shadows, and so on. It’s important to balance the different elements you’ll be deploying in order to create a pleasing aesthetic.

Typically, you’ll want to place larger, darker items near the bottom, and items that are lighter and more colorful at the top. This arrangement will prevent your display from looking top heavy. Similarly, if you place all the large items to one side and all the small ones on the side, you’ve got an unbalanced window display. Imagine you’re balancing items on a scale, which means doing things like balancing a large item on one side with lots of smaller items on the other.

Trust your judgment and get a sense of what emotion your display is evoking. With a balanced display, you’re more likely to create feelings of happiness, excitement, and joy, whereas an unbalanced display may signal anxiety or instability.

When it comes to creating an effective window display, lighting is often an afterthought, or something to consider if you’ve got the budget for “extra costs.” But lighting can be a crucial component in getting people to stop and notice your display.

Lighting can create moods, highlight certain products over others, and establish a dramatic setting for your store window display. Being strategic with lighting can pay dividends in helping you get your focal point right on and directing onlooker’s eyes to where you want them.

We don’t recommend lighting displays directly from the top, as this can lead to unattractive, harsh shadows. Instead, consider lighting displays from the sides and front. This technique will bring out the 3D quality of the display. Plus, you can really have some fun when you have light coming at it from different angles.

Once you’ve got all the pieces where you want them, make sure to take a look at your window display from every possible angle. Very rarely is a person going to only notice a display when they’re standing right in front of it. Walk up to it from different directions and check things like your focal point, how visible your signage or calls to action are, and if it all appears balanced.

Your audience will impact the products you choose to display, colors you use in it, and the stories you tell in your windows. Keep your ideal customer at the forefront of your strategy.

When you design your windows with a target audience in mind, you’ll draw those people in and make them excited to shop with you. If you try to create a display that appeals to everyone, you’ll end up watering down your design and appealing to no one.

It’s a well known fact that grocery stores display cereals for kids on lower shelves and cereals for adults on higher shelves. Why? Because this is where these customers’ eyelines land, and therefore, where their attention will be.

Keep window shoppers’ eyelines in mind while building external-facing displays. If you own a children’s clothing boutique, for example, you could display products that would appeal to kids, like toys, low enough for children to see, and more practical products at parents’ eye level.

Beyond considering eyelines, it’s important to remember that you’re designing a 3D display and not a flat one. Make sure that products and props can easily be seen—and look good—from various angles.

According to McKinsey, technology will help retail double its profitability. Interactive technologies like augmented reality, touchscreens, and QR codes help give a new meaning to the term “window shopping.” Embrace them to engage passersby and influence purchasing decisions.

Augmented reality (AR) technology enhances real-world objects and settings by placing virtual objects over them. AR lets shoppers try on products, like makeup and jewelry, virtually. This technology helps customers make purchasing decisions, even when your store is closed.

When placed within a window, touchscreens help customers learn more about the products on and off display. They also make it easy to entice window shoppers with coupons in exchange for contact information, which opts them into your email marketing efforts.

Touchscreens are best for stores that sell valuable, high-consideration items (i.e., electronics, furniture, or vehicles) since they can be used to share product specifications and details. They’re also commonly used in the real estate industry to show listings that aren’t featured in the main display.

Quick response (QR) codes are bar codes that open up a link, share a phone number, send an SMS, or share a plain text message when people scan them with a smartphone. Follow the example of Rose City Goods and put them in your window display to link to your ecommerce website, product pages, and more.

QR codes make it easy for window shoppers to make purchases even when your store isn’t open. They’re also cheap and easy to implement through a QR code generator.

For its Hallucination campaign, Gucci extended the technology to its window displays by installing classic artworks reimagined with characters dressed in designer clothing. What makes this display unusual is that most of the mannequins are facing away from the window, as if they were visiting an art gallery.

Toronto apothecary Leaves of Trees unveiled a window display featuring oversized tubes of its skin care products suspended upside down, with cascades of dried roses, grapefruit, and lavender “pouring” out.

The display is striking not only because of the scale of the props, but also because it explicitly highlights the natural ingredients the retailer uses in its products.

Leaves of Trees’ unique window displays attract a lot of walk-ins, but this wasn’t always the case. When the shop opened in 2014, its displays featured colorful florals made from paper, but none of the brand’s actual products.

Founder Roohi Quereshi soon discovered that people were stopping to look but didn’t know what she was selling. The shop was mistaken for a restaurant, a juice bar, and even a pot dispensary.

Creativity in any window display is important, but for smaller retailers, it’s crucial that products be clearly presented, not only so passersby know what you’re selling, but to target the right buyer.

Known for its elaborate window displays, Saks’ collaboration with French design collective Vetements did a complete about-turn by featuring nothing but a pile of old clothes.

While many walking by did a double take assuming the display was a work in progress or even a mistake, it enhanced Saks’ image as a retailer with a conscience.

Highlighting a good cause in your window display can help boost your brand image. Also, putting something in your window that is unexpected will grab the attention of passersby.

Fashion retailer Alice + Olivia highlighted its playful side in New York by setting mannequins in front of a giant backdrop of sugary cereals and salty snacks.

The goal of this window display wasn’t so much to attract a new audience to the brand, but to tap into the nostalgia of its existing young buyers who grew up eating Frosted Flakes and Corn Pops.

According to a study in the Journal of Consumer Research, people are more likely to spend more when they’re feeling nostalgic. To tie in the product with the display, the clothes were carefully curated to match the color grading of the boxes behind.

A bright and well-lit window display is always eye catching, especially at night. “By lighting it properly, you avoid negative shadows that can make garments look small or dowdy,” Mujica advises.

In order to woo and impress its wealthy buyers during the holiday season, luxury department store Bergdorf Goodman spends upward of six figures on its window displays.

While Bergdorf’s resources exceed the budget of most high-street retailers, this window display makes a very strong statement about its brand and the high-end products it sells.

Putting extra resources into your window display at certain times of year can really pay off. Holiday windows attract extra foot traffic, and, according to NRF research, holiday spending has reached an all-time high.

Tiffany & Co. has been famous for its window displays ever since the brand was immortalized in the film Breakfast at Tiffany’s. So iconic is the retailer’s window that several people have chosen the location to pop the question.

The retailer’s window displays are most notable for their simplicity. Unlike Bergdorf Goodman, whose windows are a targeted celebration of decadence, Tiffany’s creative is often quite minimal.

While it can be tempting to fill up a window to maximize the space, cramming too many items into a display can devalue your products by making them look cluttered. Focusing only on one item communicates to passersby that it’s special.

Carvers from Japan’s Okamato Studio sculpted holiday-themed blocks of ice while wearing designer jumpsuits, gloves, and scarves. The live-action demonstration set to music not only highlighted products found in-store, but also grabbed shoppers’ attention for an extended period of time.

A creative window display that is completely different from what your competitors are doing not only attracts eyeballs on the street, but also extends the reach of your content through social media sharing.

The juxtaposition of high with low end “made the brand seem more approachable to passersby,” says Mujica. “It drew shoppers into the store like a carnival game.”

One winter window display paid homage to hygge, the Danish word for comfort, and featured books on crafting and cooking, with each nestled inside Nordic-style houses.

Created on a modest budget, TYPE’s unique window displays consistently lead to an increase in foot traffic. There’s no couture or Swarovski crystals, but by honing in on a specific theme, TYPE Books attracts the attention of both new and existing customers.

In fact, so many people enter the store asking about a specific title that the retailer set up a special display inside featuring all the books found in the window.

The prominence of the color orange ties in well with the brand’s signature color. In fact, WindowsWear was so impressed with this display that it named it Best Orange Window of 2017.

Color is a key component of visual merchandising and can help influence buyer behavior. If you’re looking primarily to attract customers, using red and orange in your window display will draw the attention of passersby.

Philadelphia-based sustainable fashion brand Lobo Mau could teach a master class on how to ensure passersby don’t just browse window displays, but shop them.

“When the pandemic caused all non-essential businesses in Philadelphia to close, we had to think of a way to keep people engaged with our brand and to also make it easy for people to shop the store,” says co-owner and Designer Nicole Haddad. Co-owner and CEO Jordan Haddad “came up with the idea of using QR codes in our windows to allow customers to view the products and then order them straight from our website.

“Our boutique is situated on a corner, and it has four big windows. It’s prime real estate for window displays,” says Nicole. “When building out the store we asked our architects to create modular displays that we could constantly update and change around. One week we could have a sweatshirt hanging in the window, and then the next week the same window can be all shelves to display our ceramics.”

“We start[ed] using QR codes [in our windows] to provide visitors with context to our exhibitions,” says Art Center Program Manager Meg Wachs. “We want to allow any passerby on the sidewalk a chance to learn about the work on display, even if our space isn’t open in the hours that they may be passing.”

“Due to COVID-19, we had a gap in our Window Gallery exhibition calendar at the holidays that seemed best optimized by adjusting the work on display to products from our retail space” that are featured in the organization’s holiday gift guide, Wachs explains. Wachs also configured “the QR [code] to lead to our [digital] Holiday Gift Guide. Even within a retail space, we try to educate the public beyond what their experience with glass is.”

Take a page out of UrbanGlass’ book and use your window display to educate customers, in addition to selling products. For example, you could link your QR codes to landing pages that explain the process behind how you create your products.

Window displays are a powerful sales tool. They draw customers in, keep them engaged, and help initiate sales. By getting creative with your displays, and enhancing them with technology, you’ll convert passersby into customers.

With Shopify’s mobile POS, you can serve customers anywhere in your store, banish lineups at the checkout counter, and speed up your checkout. Use any smartphone or tablet to process returns and exchanges, accept payments, and check out customers wherever they are.

New York City’s Macy’s is the quintessential example we think of when we think window display. With gigantic windows across their flagship store give them the perfect space for building some of the world’s most creative window displays, especially during the holidays.

To create a unique and eye-grabbing window display, you’ll first want to spend some time brainstorming creative ideas first. Then start gathering the merchandise and materials you’ll need and bring your window display idea to life.

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Imagine a storefront that is all digital — a visually engaging beacon that is as changeable as it needs to be and can serve different purposes at different times of day. The identifying sign for the store brand is digital, as is the rest of the facade — making the storefront one big digital sign.

Digital store facades are not an entirely new idea. Earlier versions of relatively low-resolution LED displays started supplanting neon and replacing back-lit plastic signs many years ago. The technology had its limitations, though — notably the high cost and maintenance demands of early-version sunlight-readable displays.

Now there are few limits to how LED technology can be used in storefront displays to drive foot traffic and sales and build top of mind awareness and affinity for retail brands.

Outdoor-rated direct view LED, such as the XPR series, is inherently modular in its physical design, so displays can be stacked and tiled in configurations that fill as much of a retailer’s front facade as desired. LED shopfront signage can be vertical, horizontal or both — creating a seamless, full color, full motion canvas that’s unmissable to shoppers. Content can vary from subtle mood-setting animations featuring the store brand, to aggressive call-to-action marketing that can pack far more messaging into a sign than a printed poster.

Some retailers are implementing hybrid installations with more conventional entryways and shop windows augmented by a full motion LED header spanning the area above the entrance. Others have large LED walls flanking the entrance — again doing everything from establishing brand and mood to promoting special sales.

High-brightness LED-backlit displays in windows allow retailers to maintain the character of their exterior design, and, in some cases, remain aligned with local sign and planning bylaws. Large format displays provide an opportunity to show rich, full HD or 4K visuals for new or featured products, ideally inviting passing shoppers inside. Unlike printed material, which can only show one message at a time, digital displays can be scheduled to run a nearly infinite series of promotional and branding messages.

The high brightness aspect of these screens is important, particularly for retailers operating outside of enclosed malls. Conventional LCD displays are not equipped with the necessary lighting power to cut through the glare of direct sunlight, and they also aren’t engineered to handle the heat load of midday sun. It takes specifically engineered commercial LED storefront signs to handle that task and work happily in that challenging environment.

Screens facing outside can have a big impact on influencing consumers to come inside, but one drawback is the blank metal or plastic backside of these displays that shoppers see when inside the store and looking out. To address that, Samsung has cleverly developed an impossibly thin two-sided display that has a super high-bright display facing outside, and a still bright second screen facing inside, in view of shoppers. Different content can be scheduled to each side.

Fully outdoor-rated displays embedded in storefront walls, on totems and positioned in quick service restaurant (QSR) drive-thru lanes share the engineering qualities of window-based displays, but are also designed to handle extremes in heat and cold, as well as to block airborne dust and grime and prevent moisture from rain or snow seeping inside enclosures and damaging sensitive electronics.

The staple of digital signage in retail has been standalone displays. They’re a more efficient and cost-effective promotional tool than print because of production costs, time and staffing requirements, and carbon implications of continuously printing, shipping and installing material. The beauty of digital is that it can be updated in an instant with software like MagicINFO Cloud, and even automated when predesigned promotions templates are tied into the data from systems handling sales and inventory. Imagine the benefits of automatically removing a sales promotion message as your point of sale (POS) and inventory systems indicate dwindling stocks.

The largest commercial displays are being used for branding and store design, leveraging the visual vibrancy and clarity delivered by supporting technologies like HDR10+ and quantum dots, the enhancement film that turns a standard digital display into a premium QLED display.

Narrow-bezel LCD video walls have been used for years by retailers as feature displays to drive product awareness and set the mood for a store and its shoppers, notably in the fashion sector. Tiling a series of LCDs into an array creates a crisp, ultra-high-resolution visual canvas for store marketers and merchandisers.

Samsung’s The Wall for Business uses microLED technology to offer a premium viewing experience with rich, crisp imagery at a massive scale. The Wall’s immersive visuals captivate customers and evoke emotional responses that help drive sales and build brand recognition. Its shock-resistant technology makes it a great option for busy retailers who want a storefront display that will last.

The now-common mantra of retail strategists is that experience is everything. Although much of that experience is defined by how the store looks and how shoppers are greeted and treated, it’s also about how the store works.

In environments such as QSRs or service-based retailers, store managers are using digital screens as replacements for printed menu boards, so menu options and prices are accurate. They’re integrating screens into systems that manage lineups at checkout and customer service areas, and notifying shoppers and diners when self-serve or mobile order pickups are ready.

Behind the scenes, retailers are using screens to relay human resources-initiated and required messages, elevate product knowledge and motivate staff. In some environments, touchscreens are also providing self-guided training for new hires, or refreshers for existing staff.

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There are several issues that could cause your iPhone to not power on. Finding a repair shop that can offer a comprehensive diagnostic service is key. That’s why at uBreakiFix, our diagnostic services are completely free. Even if your phone won’t turn on, we have you covered. One of the most common iPhone issues is LCD damage. If the LCD is damaged from a drop or you are experiencing a hardware malfunction, it will look like your iPhone is not powering on.

Accidents happen! Cracked screen are inevitable and when it happens you need a reliable repair shop that will provide a high quality and convenient repair. If your screen is broken, you have two main iPhone screen repair options: Glass or LCD repair. The front glass protects the screen and can break on its own. The LCD display controls what you see, and a broken one can look like pixelated lines or just a blank screen. No matter the model of iPhone you have we can fix all screens. iPhone screen replacements are one of the most common repairs we see in our stores.

Remember, a poor-quality display may make images and text appear blurred or fuzzy. Screens can have a lot of glare. This can affect the readability of the screen. Instead of focusing only on low cost, it’s better to choose the package that gives you the most value while fitting within your budget.

Obviously, the digital signage display screen is the first thing that comes to mind when it comes to digital sign pricing. What should you consider when looking at digital displays and digital signage display prices?

A household smart TV model will be less expensive compared to a commercial-grade display. Still, there are some things to keep in mind when comparing consumer vs. commercial products.

Your signage will likely see heavy use, and commercial models are designed to be more durable. Plus, commercial displays come with longer warranties. Warranties are important since they are a hedge to cover against unforeseen equipment failure repair costs.

Finally, commercial displays usually have more processing power, which is important for more advanced messaging. This can impact how well your signage gets the message across, especially if you plan to use a lot of video imaging.

Where the screen will be placed as well as potential viewing angles are important. The display size depends largely on the screen location. You want it large enough to ensure visibility, but the display should also blend in well with the surroundings. For high-impact signage, you may even opt for a full wall-sized screen.

Digital Signage Display Price: Options to ConsiderTCL 65″ 6-Series 4K Roku Smart TV – This model offers superior 4K Ultra HD picture clarity combined with Dolby Vision HDR (High Dynamic Range) for crisp, clear images largely thanks to mini-LED and Quantum light technology. Price = $1,299.

Samsung QET Series 75″ (Commercial Grade) – Features eye-catching UHD resolution Crystal Display with ultra slim design. Includes MagicINFO Lite digital signage software. This display has a 3-year onsite warranty. It is built to operate 16 hours a day and 7 days a week. Price = $2,250.

The type of digital signage you implement will depend on your needs and objectives. Features such as touch screens and full-wall-sized displays are available. These designs come at a higher cost. If a high impact is what you want, then it might be worth looking into one of these more unique options.

All digital signage requires a digital signage media player to stream content. Memory, processing speed, and different features come with each player. This is important to consider when deciding on a media player as all these factors can be impacted by your signage. Are low-cost digital signage media players worth it? It depends. Remember, the cost can influence performance. Media players are essentially computers designed for digital displays.

The player might be built into the unit, on more advanced display screens. Also, like displays, commercial-grade players are built for long play times and come with extended warranties.

As you can see, the extra $127 for the AOPEN gives you quite a boost in performance, but the NVIDIA is no slouch, especially for the money. You should take into account the total number of digital signage displays you want/have.

Some players come pre-loaded with free digital signage software. This can reduce the cost of purchasing each component separately. Digital signage software bundles make it easier to get your digital signage displays up and running.

A mini-computer can be mounted near or on the back of your digital sign display. Two advantages of mini-PCs are its versatility and is customizable. Some mini-PCs are very small and noiseless. So, if your needs are more complex, such as with advanced messaging, multimedia, or marketing integration, you may want to consider this alternative. These units can run from basic $100 models to powerful mini-PCs like theMSI MPG Trident 3, which retails at $1,399.

It’s difficult to quantify display mount costs as it depends largely on where the signage will be placed. For example, for displays mounted higher up on the wall, an angled mount will be needed. In other cases, requirements maybe include movable mounts with hinged arms.

Digital signage mounts can cost anywhere from $50 to $350+. Meanwhile, digital signage cabling should use high-grade cables, which are more durable and improve transmission speed. A 4K Displayport to HDMI Cable costs about $13 for 6 feet of cable.

Labor costs may vary widely by region and provider. Plus, there’s a huge difference between installing a simple 55’ wall-mounted display vs. an entire wall-sized screen. A simple single screen installation will cost around $200. For larger projects, the price can vary significantly so it pays to get two or three price estimates. Also, make sure your installer has digital sign installation experience since factors such as wiring, mounting, and screen angles should be considered.

Provisioning is the process of connecting and configuring your displays and players so that they can be used for digital signage purposes. This process requires specific expertise in the digital signage field. So unless you have the right tech staff, you’ll probably want to outsource this job.

Cost issues such as Internet access and networking all come into play at this level. A ballpark figure for provisioning costs maybe $250-$350 per display in addition to any broadband access costs. Other issues to consider here are networking and IT requirements. This will vary depending on what content you intend to stream and how it will be integrated with your communications systems. Finally, theADA signage requirementsshould be kept in mind as regulations continue to become more stringent as time goes on.

The content you choose on your information screens must make sense and align precisely with your brand and the message you want to transmit. For example, wayfinding on a college campus shouldn’t get mixed up with menu choices for lunch. The reality is that an entire content creation team, calendar, and strategy should be deployed to get the most out of your signage. This implies weighing the costs of having the work done in-house, by freelancers, or through a professionally managed service/agency.

Here’s a graphic representation of the costs (your costs may vary from this example depending on factors such as display size, hardware quality, labor costs, etc.):

The key here is to plan for this from the moment you install the technology, or even sooner. For instance, when purchasing, it makes sense to standardize (buy all the same model) if possible. This allows you to better predict the product lifecycle. Also, you might plan for a phased approach to refresh your hardware, perhaps starting with media players then later video displays in a stepwise fashion. As a rule of thumb, major pieces of technology usually last between 3-5 years. In addition, this varies depending on hours per week of use and environmental factors (outdoor vs. indoor, etc.).

In-store retail displays play a crucial role indriving conversions. Window displays alone influence 24% of purchases,according to NPD Group. And that’sbeforeshoppers walk into your store: Imagine the impact of displays once they’re inside?

Despite the opportunity that retail displays provide, many stores are still overlooking this important selling tool. Below, we’ll dive into nine reasons why your in-store retail displays aren’t working and what to do instead.

One common mistake that retailers make is creating a one-dimensional display that lacks depth and height, a couple of the most important characteristics for appealing visuals. Whether it’s monochromatic or features products of the same height, this in-store display mistake could make your products and your store appear dull and boring.

It was a great concept, but the main challenge was that the products on display were pennants. These items were flat, and posed unique challenges, especially when it comes to physical displays. Dan Taylor, omni-channel merchandiser at United By Blue, was up for the challenge.

“I really focused on giving the setup 360-degree shopability and building in enough visual drama to keep customers engaged,” Taylor says. They nested a 4-foot table into a 7.5-foot live-edge walnut slab table to hold the display, along with a “vintage industrial platform.”

“Along with the table cluster, I added a matte black metal hang rack that allowed me to add more height but also show some of the same product in a different way, and be shopped from the back,” Taylor describes. “Above that rack, I hung product from the ceiling, effectively giving the cluster five different levels.”

With 250 pop-up attendees, the in-store display saw more engagement than most of the store’s previous pop-ups and regular store displays. The display contributed to a 155% month-over-month increase in sales.

Sometimes, less is more. But it’s easy to overdo it with your in-store displays. “Simple is best,” says Greg Corey, founder and principal at retail design agencyPorchlight. “Oftentimes there is so much information that the space becomes cluttered and overwhelming.”

Whether it’s because of various team members’ conflicting input, lack of clear vision, or something else altogether, adding too much to a display can distract from its ultimate purpose: to drive sales.

“In some cases, the retailer immediately turns the shopper away before they have even sparked interest in the item by making the display unapproachable,” Corey says.

Establish a focal point for your display: If there’s one thing in your display that you want every passerby to see, what is it? Then design your display around that. “It’s best to narrow your focus and pull out key attributes that consumers can pick up on from at least six feet away and be drawn to learn more,” says Corey.

Check out this display at Elevator, an accessories and jewelry store in Toronto. Notice how they put the focal point principle to good use by choosing to highlight just one item (their scarves) and laying out the rest beneath it.

It’s important to remember that shopping trends shift based on the time of year, current events, or even the general sentiment of consumers. Your retail displays must mirror these trends in order to feel relevant to your shoppers.

Keep your eyes and ears open and stay in touch with upcoming trends. Are there any shopping events or holidays that your customers really care about? What seasonal elements can you incorporate in your current displays?

You can answer these questions by interfacing with your customers and observing them. It also helps to tap into retail data. Use a tool like Google Shopping Trends to identify what people are searching for, and then use those insights to craft your displays.

Linda Cahan,retail visual merchandising and design consultantsays one major miss for retailers is not respecting price point designing your displays. “Space equals cost,” she says. “If you have expensive merchandise, people will understand that if there’s actually some space between the items.”

“People don’t want to feel like they’re bargain basement shopping and then see a price tag for $400.” – Linda Cahan, retail visual merchandising and design consultant

“The visual merchandising attracted people who were looking for shoes that were in the $400 range, and then they saw these $90 shoes and they were a little betrayed by the display,” she says.

Mind the space for your merchandise; the amount of space a product occupies should be proportionate to the price point. This sets expectations. “Itimproves the shopping experience,” Cahan says.

If your in-store retail displays look beautiful but serve no purpose, you’re missing out on sales opportunities. Many times, retailers will use products that aren’t for sale, hide pricing information, or make it difficult to find the displayed merchandise elsewhere in the store. Your display could also be blocking pathways or the overall flow of your store.

Cater to your customer. Think about if you were shopping the display: Which information would you like to see? Perhaps there’s a sign that lists product details and prices, or a map of the store that shows you where to browse more size and color options. Better yet, bring a rack over or have a small section of the display dedicated to shoppable products.

Customers also want to see your product in action. It’s one of the main advantages a physical retailer has over ecommerce sellers. Creating displays that show your products in use or allow shoppers to try them out will help with engagement and conversions.

Brandless executed this really well in theirPop-Up with a Purpose in Los Angeles. Their displays effectively the different products they carried along with their uses. For example, they had a display that showcased the different pizza ingredients they were selling. To make it more effective, they merchandised it with pizza utensils and even had an iPad with video showing how people could use the various ingredients.

Cahan recalls someone she knew who would look at an entire designed room in the Bloomingdale’s home section and simply say, “I want that.” The associates could then assemble all of the displayed products for her, and she’d take everything home knowing that it will look good, since she’s already seen it in action.

Immersive retailis creating more opportunities for retailers to stand out than ever before. But when it comes to in-store displays, it’s easy to forget to incorporate that interactivity. After all, displays are meant to be visual, right?

In today’s retail world, you’d be remiss to exclude interactivity with your in-store displays. Consumers want to experience your product, not just look at it.

Your in-store retail displays are no longer for simply showcasing products; they should be interactive elements of your store that allows customers to have deeper engagements with your merchandiseandyour brand.

London’sSipsmithis a gin distillery and shop. Theycreated a retail displaythat allowed customers to experience their product on the spot with a sipping station.

Taste-testing is a surefire way to create an immersive experience in the food and beverage industry, but there are other ways you can get creative.Anthropologieis one major retailer that creates an immersive experience through in-store displays of their home goods, clothing and accessory products. “When you go into Anthropologie, you’re entering their world and you know it,” Cahan says. “Each area is designed and displayed and decorated uniquely.”

“Anthropologie does a lot of visual layering; it’s not just one prop on a wall. They create texture and movement through their displays,” Cahan says. “They know their customer, and they gear everything towards that customer.”

Consider documenting brand guidelines for in-store displays. This becomes increasingly important for retailers with multiple locations, as it will help ensure both stores create a synonymous customer experience.

“One of the things retailers do that is a mistake is that they basically just stay in their stores,” Cahan says. “They don’t shop competitors.” It’s easy to be “heads down” in your business and fall into a routine, doing the same displays you’ve always done.

First thing’s first: Take a walk. Look at the other shops near your store, home or favorite store to shop as a consumer. Which in-store displays catch your eye? What do you like about them? Take pictures so you can recall and recreate later.

“Getting inspired by other types of retail can be a wonderful way to freshen and invigorate their own displays.” – Linda Cahan, retail visual merchandising and design consultant

“For instance, if you have a clothing store and you look at the displays of a gift shop or an antique store or an arts and crafts store, you can creatively borrow ideas,” Cahan says. “It’s a wonderful way to get a lot of fresh ideas. There are no rules about what you can or cannot do.”

Here’s an inspiring window display to get you started: One clothing retailer on New York City’s Madison Avenue used inexpensive paint brushes to create an artistic and eye catching display. “It was unexpected and pretty and not expensive, but it was very creative,” says Cahan. “When you see creativity in a window, then you feel that you’re creative by buying from this store.”

Luxury brands may turn to Saks Fifth Avenue as a source of inspiration. Consider thesewindow displays for Dior: The innovative, industrial approach appealed to the quality of the product and style of their target market.

Portland-based Tilde, an accessories and home goods shop, is conveniently located across the street from a popular restaurant. The retailer lures customers in with their creative window displays, which are complemented by the textures and playfulness of the in-store merchandising. “She’s never spent more than $40 per window,” Cahan says.

One common mistake among retailers is failing to update the in-store displays frequently enough.One survey from PricewaterhouseCoopersfound that 40% of consumers make weekly purchases at brick-and-mortar retail stores. Whether they visit your store weekly or not, you’ll want to make sure each visit reveals new products to discover.

“Every couple of weeks, move displays around to keep them from getting stale – and certainly move them when new merchandise comes in. Since the fairly new products will still be selling, switch your displays two weeks after their arrival. Move one display from the front to the middle of the store and another display from the middle to the back.”

You can also use holidays, events and seasonal changes to inspire changes in your in-store retail displays. That’s what one San Francisco-basedCore Hardwarestore did for Halloween.

Hanging brooms in the windows, along with a “Witch broom?” tagline, drew attention and foot traffic, thanks to an unlikely but creative parallel between Halloween and hardware. “A little cleverness goes a long way. Window displays are on-street entertainment and on-street advertising,” Cahan says of the example. “It’s one of the less expensive ways to advertise and it lasts a long time, especially if you’re in an area where there’s walk-by traffic.”

While we may have grand, creative ideas, they’re not always realistic. There are logistics that every retailer must account for, including but not limited to budget, staffing, and timelines. “Displays are on and off the floor in a matter of weeks to make room for new products,” says Corey.

“Another challenge is electrical. Electrical doesn’t always run to the middle of the store,” Corey points out. “So when you have displays that are in the dead-zone, there’s no way to incorporate video displays or backlit displays.”

It’s best to anticipate logistical challenges and design your displays around those circumstances. “As designers, we have to build the displays with low cost, non-permanent features because they will likely be shuffled around or damaged during relocation,” Corey advises.

You can also get creative around those challenges. In small storefronts especially, space is extremely valuable. And retail displays take up that valuable space. Denver’sBouzy Wine & Spiritsdesigned its displays to allow for better functionality and use of space. Theircustom-made floor fixtures have wheels and a curved designthat makes it easy for the retailer to reposition them to make more room on the floor.

Chocolate brandjcocoalsomade their retail displays multi-functional. They hosted a pop-up shop in Washington’s The Bellevue Square shopping center and needed to find a way to maximize the space but also keep the pop-up fresh (as is the nature forpop-ups). Everything was easy to disassemble and reassemble, plus it offered additional storage for merchandise.

You don’t need to be an overly creative or experienced designer to create effective in-store retail displays. The most successful displays are created with a specific goal and the customer in mind.