What’s the foot traffic like outside your store? How many people pass by in front of your store? How many pass by across the street? How many of these potential customers were enticed to step in and check what your store offers? How many of these potential customers just passed by? Some may have glanced at your store for a while and continued to walk away. Some may have totally ignored or didn’t even realize that your store was there.
Just imagine how many potential customers you could have attracted each day. Just imagine how much revenue your store could have gained each day, or make that wasted revenue for that matter just because they were not enticed and drawn to step in your store.
Step outside your store, stay at the side of your store entrance/exit, and observe the people passing by. Start counting people according to the following categorized actions below:
a. Just passed by your store without glancing at your store window.
b. Took a glance at your store window, but continued to walk away.
c. Took a glance at your store window, and stepped in your store.
If the results show that you have the least count for “c”, then you may have been wasting potential customers. Now add the count for “a” and “b”, the total is the number of potential customers that you just lost, and take note, this is just for a couple of minutes. If you were to do this for the entire day…you do the math.
Now take a look at your store window and take note of what you see. Is what you see inviting? Is what you see interesting? Is what you see attracting your attention? Does it make you want to step in and take a look at what the store offers? I’m pretty sure you are looking at your window not as customer, but as someone who is part of the business. This is fine. Still take note of your inputs. Look again, but this time as a customer. This shouldn’t be difficult since you yourself is a customer to other businesses.
Start comparing your notes. What does it tell you? Do you see common words? Are there more commonalities or are there more differences? Now, try correlating your 2 sets of inputs with the results of the activity you did when observing people passing by. Is there a correlation?
There are a number of ways how you can communicate to your customers (actual and potential) what your brand is all about and what it offers, and a store’s window is an outright announcement that will either have the potential to attract or turn off people.
A store window can be used for multiple purposes, but overall, it serves as a means for your brand to communicate with people. A store window should be able to send a strong message to get someone’s attention; should be able to deliver an appealing impression to attract a person’s interest; should be able to urge a strong motivation and draw the person to step in the store.
By now, you may be hyped up to make changes on your store window. Great, and keep that motivation going. But before doing so, you have to be reminded of the following:
a. Remember your Brand – your store window should communicate strongly what your brand is all about and what it offers.
b. Remember your Customers – it is your customers (actual and potential) whom your store window is communicating to and if there is a breakdown, then your message will not reach the recipients.
c. Remember the Message – the message you are conveying is as equally important, if not more, as your means of communicating.
What does your store window communicate? What will your store window communicate?