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If you run a retail store, one of the best advertising tools you have at your disposal is your window display. Passersby who window shop often end up becoming customers who purchase the goods inside your store. How interesting your window display is determines whether a customer is likely to step inside for a closer look at your merchandise or continue on in search of something else. Here are some window display design tips which can help you make the most of the opportunity.

• Keep your store visible beyond the display. Use wire shelving for retail and similar retail display fixtures which are not going to completely occlude the customer’s view into your shop beyond. Glass retail display cases are perfect for this application. You want customers to see just enough of your store’s interior that the view inside, coupled with the products on display in the window, will arouse their curiosity. If you use solid shelves, you may block out too much of the view. The idea is to make the shop look inviting.

• Bright colors help to grab attention. If you have brightly colored merchandise, displaying it in your front window will help customers to notice you. This is particularly true if your store fronts a street. Streets and sidewalks are very gray places, and bright, cheerful colors will shout out for attention.

• Use seasonal retail display props. Customers love holidays, and holidays are actually becoming more and more popular as time goes by. This is especially true of winter holidays. Black Friday is turning into a two-week long event, starting as early as Thanksgiving night. Get your customers excited about the shopping season with your window display.

• Do something artistic. Another great technique for grabbing attention is to do something avant-garde and unexpected. Even simple works of art using cheap materials can have an impressive effect (hanging colorful cloth, painting cardboard and building sculptures out of it, etc.). You can sometimes combine these ideas with impromptu display fixtures as well—hanging items from the ceiling instead of placing them on shelves can increase visibility and have an artistic effect.

• Change your displays frequently. While you may be proud of a new effect you have achieved in your window, part of the key of effective displays is changing them regularly. You want to stay current with the season, and you also want to catch the eyes of frequent passersby. They will be more likely to step inside if they have been intrigued by your store window again and again. What’s great about these customers is that they can sometimes become regulars since they are often in the area.

Window displays are a veritable art form. So if you are searching for inspiration, try looking for images of retail display windows online. You will find dozens of amazing, unusual, and artistic displays in all kinds of retail niches. Take stock of what you have, order some new retail display fixtures if you need them, and let your imagination run wild!