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ShopTalk Award: Best Shop Window

Posted On - 06/05/2014 10:46:10

What is the Best Shop Window Award?

Customers expect shops to have decent window displaysTraditionally, shop windows have been the sole means retailers raise their profile and sell their wares.

Customers expect shops to have window displays and that shop-keepers have made the effort to create a display.

Customers also expect store windows to display what the shop keeper is looking to sell.

Clearly windows are a major promotional channel. Failing to make the most of window visual merchandising is a lost opportunity, wastes rental, impacts the shops reputation as a retailer and depresses enquiries.

This Award recognises great retail window displays. Consider entering Best Shop Window - you could be the winner.

What kinds of Shop Windows count?

The award covers everything in a shop window. It's the complete street presence it creates. Entries can be for individual windows or for a complete shop front including the door window.

So whether your window display comprises arrangements of products and equipment, poster displays of goods and services sold, or a mix of the two, they are potential winners of this Award.

Note this Award excludes shop signage and any signs that are not part of the window or windows. So the shop's retail facia – that's the main sign above the window – isn't included. All these signs are included under ‘Best External Signage/A-Board'. The Award also excludes displays devoted to promoting PC configurator services - see the 'Best Use of PC Configurator' Award for more.

What makes a great shop window?

Window displays must best promote what they features but that's the issue – how was the feature chosen?Clearly retail window displays are about selling. But this is tremendously deceptive.

Creating great looking windows is just a small part of creating a stunning display. Yes of course the window must best promote what it features but that's one of the key issues – how was the feature chosen?

Great window displays don't exist for the sake of art, they exist to generate business.

A great window display won't just appear brilliant, what it contains will be directly relevant to passing footfall.

More, it will speak to that footfall about YOU. And there's a host of way's you can do this. Whether your display is trimmed with helpful notes or contains signs suggesting people ‘just pop-in', these things don't just sell what's in the window, they sell YOU. Best shop windows do these sorts of things.

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