The wow in the window

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Shop display by Noel Roberts

Shop displays: the silent salesperson in the retail world

They entice, solicit, whip up emotions, and put a glee in the eyes. Shop-window displays are critical to grab attention and encourage the window shopper to open the door and walk into the store, especially during the Yuletide season.


Kenisha O'Connor
Over the years, with competition in the retail sector rising and the spending dollar of consumers tightening, the shop-window displays have not only become a mix of art, fashion, design and marketing, but they also help define the store’s brand and image.


“My philosophy to the concept is: just as they say that the eyes are the window to a person’s soul, a display window is soul of a store,” says Noel Falcao Roberts, who has been an interior designer since he was 18. “It is, essentially, the selling point by which a consumer decides whether or not they want to venture into your establishment or not.”
Noel Roberts

 To achieve both the aesthetic appeal as well as the pull factor, the concept of visual merchandising is to develop a three-dimensional display to maximise sales, for which various methodologies are applied.


“First of all, the colours must be appealing, which allow consumers to stop and look,” explains Kenisha O’Connor, who does decorating as a hobby and, for the last 18 years, has created displays for various establishments across Kingston.


There is a multi-pronged process involved to ‘wow’ and attract clientele, explains Roberts, who is from Trinidad and Tobago and now at the University of the West Indies, Mona ­ Western Jamaica Campus, where he is pursuing a degree in digital-media production with emphasis in visual communication, corporate branding and multimedia technology.


“It is also important to ensure that the display enhances or complements the furniture or fixtures of the building,” O’Connor says.


CUSTOMISED THEMES
The designers informed that the themes are customised to the season, occasion or the kind of wares that the store wants to promote to sell.

 Thinking out of the box is the mantra that both designers swear by.
Window decoration by Kenisha O'Connor
“My design inspirations come from any and everything really ... unless I am restricted to a defined set of rules as set by a client,” says Roberts.


O’Connor says she is inspired by the work that she has done, which, for her, is not only gratifying, but pushes her.


In Jamaica, O’Connor and Roberts say, the concept is still in the nascent stages. “Being an outsider coming to Jamaica, I have noticed that there is no real growth in this art form of window dressings,” says Roberts.


“The concept is picking up and the shop owners in Jamaica have held on to the concept by decorating the windows of their business places,” added O’Connor.


Decorating showroom windows ultimately comes down to appealing to the psyche of the consumer. It is both an art form and a science. It is the shop’s top salesperson, who makes top of the charts without even saying a word.


“Creating show windows is definitely an unconventional art form and takes a certain level of discipline and creative genius to master,” Roberts says.
Christmas theme by Noel Roberts
Key steps to a great window display

  • Determine a theme: Let the theme of the window guide your merchandising decisions. You might base your theme on the upcoming season or new merchandise you want to spotlight, and be sure to consider which products and/or themes will make the most impact.
  • Adding props: You can really add a lot of interest with creative props that tie into your window theme. Your merchandise can serve a dual function as a prop.
  • Use the space you have: One of the common mistakes retailers make in their windows is a failure to utilise vertical space. As you consider the window design, think about building height through a neat fixture, elements hung from the ceiling or larger pieces of furniture.
  • Have a key focal point: Your display will be much more effective if a shopper’s eye is drawn to one area rather than 10 different things.
  • Optimise the curb appeal: The final test of an effective window display is to ensure that your window commands attention when seen from the outside. Remember, you only have five seconds to grab the attention of passing potential customer ­ make sure your window captures their attention!


amitabh.sharma@hotmail.com 

 Published December 2, 2012 - The Sunday Gleaner
Location: Kingston, Jamaica

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