People who shop can be picky. They’re already on the next block when you blink. To stand out, you have to start at the door storefront advertising. Right away, your display is like the first thing people see. Is it strong, friendly, or easy to forget?
Be brave. A sandwich board with funny writing on it can make you smile and look inside. The deal for today might say, “Buy two, feel like a genius.” Don’t use old words again; keep it fresh. Every day, switch boards. People who know you well might be looking forward to your next joke.
Window displays show off goods, but they also tell stories. I saw a florist one time who put together a little “secret garden” in their window with a tiny swing, fairy lights, and real grass. A lot of feet stopped in the middle of their run. People with bad hands looked in.
Yes, neon signs do shout “Look at Me!” But be careful when you use them. A smart message shows up. Five people fighting for attention make a mess. Remember that window glass is not a sign, it’s a painting surface.
Local artists add a spark that a sign from the main office could never have. Get a painting made. Let the people in your neighborhood leave a mark. A place with soul is loved by shoppers. Let the kids draw holiday pictures on a clean wall. Grandparents will drag kids around just to take a picture.
Movement should be included. There could be spinning displays, bubbles, pinwheels, or even a costumed worker giving out freebies. Yes, it is strange. But who could forget a banana that danced?
As dusk falls, mood lighting is very helpful. Change the clean fluorescent lamps for warm ones. Twinkle lights make things more magical. Make it so cozy that people want to look more closely.
QR codes are still cool if you use them right. Frame one with a bright color and let it lead to a funny video or a special deal for one day only. Just don’t make the secret so deep that it gets hard to understand.
Smells help us remember. A restaurant that sprays cinnamon on the street? That smell is stronger than any sale. Scent machines can give off light scents of coffee, cocoa, or even popcorn.
Talk to people walking by. A worker who is talking and waving is more helpful than one who is glued to their phone. If you don’t mind, let your staff help you come up with ideas. They might have thoughts that the bosses don’t see.
Put impulse buys close to the window. A “$5 fun zone” is an easy idea that can do great things. Make sure it looks like it can be touched—barriers keep fingers away, open boxes let them in.
Last, make sure everything is neat but not stiff. Dusty windows and worn signs make people not want to walk by. At least once a season, change how you look. Simple changes can bring new life.
At the end of the day, getting people to come together is all about mystery, personality, and a little act. Front doors of stores are like stages; don’t leave them empty.