Creating An Impactful Storefront
Transcription
Creating An Impactful Storefront
Creating An Impactful Storefront Presented by: Kris Kiel HOLOS Creative www.DefineReinventCreate.com With The Support Of: Lake Street Council & Minneapolis Great Streets September 8, 2014 How Important is Your Window? ¤ Your front window is your single most valuable tool for turning passers-by into customers. ¤ An effective window display can drive an impulse within a shopper to enter your store immediately or at a later time. ¤ Think of your window as a billboard advertising your brand and your products. ¤ A window display can also reinforce current customers’ decision to shop at your store, strengthen your connection with them, and increase the possibility that they will spread the word about you. What Is Your Window Saying About You? 2 Case Studies Your Brand is More Than Your Logo, It’s Who You Are & How People See You. Why? STEP 1: Define Your Brand Identity ¤ What is your business? ¤ How would you describe your shop’s personality? ¤ What kind of experience can customers expect? ¤ Why should I spend my hard-earned money at your shop? ¤ EVERYTHING you do should fit into this definition of who you are. Your Brand Identity PRICE PRODUCT ¤ Low prices every day ¤ Quality products ¤ Fair prices ¤ Wide selection ¤ Prices for every budget ¤ Brand names ¤ Promotional pricing ¤ Exclusive items ¤ Price isn’t an object ¤ Unique assortment SERVICE CUSTOMER EXPERIENCE ¤ Personal service ¤ Clean, easy to shop store ¤ Quick, efficient service ¤ Fun environment ¤ Quality is worth the wait ¤ Always something new ¤ Friendly service ¤ Peaceful experience ¤ Knowledgeable ¤ Get in, get out Brand Identity INGEBRETSEN’S CHICAGO-LAKE LIQUOR “A Nordic marketplace since 1921.” “Absolutely ridiculous prices. Everyday.” A family-owned, destination gift shop and deli featuring Scandinavian gifts, meats, and artisanal crafts. An urban beer, wine, and spirits store providing customers with the best deals in town. Period. STEP 2: View Your Storefront ¤ What are the opportunities and challenges of your façade? ¤ Are your storefront & windows clean and well-maintained? ¤ Does your storefront accurately reflect your brand identity? ¤ Is there too much? Too little? ¤ What are people seeing of the interior? ¤ TAKE A “BEFORE” PICTURE Eliminate the Negatives ¤ Your storefront is a reflection of how you do business. ¤ Be sure your shop shows well from the street during the day and at night. ¤ Keep it clean and neat. Façade: INGEBRETSEN’S Façade: CHICAGO-LAKE LIQUORS STEP 3: Set Goals for Your Windows Number one goal is to get people to come into your shop and spend money. ¤ Draw people in immediately—attract impulse shoppers ¤ Get on people’s radar for future visits—generate buzz ¤ Attract more couples/families/young people ¤ Sell more high-margin items ¤ Strengthen your relationship with your customers and community ¤ Is there a relevant holiday/occasion approaching? ¤ Does it fit your brand to do this with humor? Art? Words? Windows: INGEBRETSEN’S Holidays: INGEBRETSEN’S Gift Shop in Sweden Windows: CHICAGO-LAKE LIQUORS Vendor Materials Why You Need to Stop Unexpected: Focus on One Item Scotch & Tequila Windows STEP 4: Plan Your Windows Always bring your plan back to your brand identity statement. ¤ Clean. Clean. Clean. ¤ See what’s available from your vendors—remember, you don’t have to use it! ¤ Be true to who you are. Whatever you are promising from the outside, you need to deliver on the inside. ¤ If your window is creative and fun, your shop needs to be creative and fun. ¤ If your exterior promises low prices or a wide selection, make sure that’s what you deliver. ¤ Proof. Proof. Proof. STEP 5: Create Your Window ¤ Check your sightline. Are the most important features visible to passers-by? ¤ Be a perfectionist. Make sure it is spotlessly clean and nothing is showing that shouldn’t be (e.g. tape, pins). ¤ Evaluate what’s visible beyond the window display. ¤ Be sure it looks great during the day and at night. ¤ TAKE AN “AFTER” PHOTO Large, Colorful Border White Ground Humor Quirky/Creepy Quirky/Arty Just Plain Quirky Surprising Props Surprising Props Surprising Props Paper Primp Boutique Tape Wooden Boxes Large Format Printing Large Format Printing Holiday Ideas Holiday Ideas Holiday Ideas Holiday Ideas Holiday Ideas Holiday Ideas Dylan’s Candybar Big Brain Comics Big Brain Comics Miller Upholstering Miller Upholstering Miller Upholstering Anthropologie Cole Hardware, San Francisco Cole Hardware, San Francisco Cole Hardware, San Francisco Cole Hardware, San Francisco Cole Hardware, San Francisco Cole Hardware, San Francisco Cole Hardware, San Francisco Apple Store Last Year’s Participants 740 Robert’s Shoes 2926 Northern Sun MGM The Art Shoppe 3540 Elsa’s House of Sleep MGM Tibet Arts & Crafts 3609 Fashion Braids 1317½ Allinsurance 3615 MN School of Barbering 1512 Electra Beauty Salon 3615½ South Side Tattoo 1703 Los Hornos Del Rey 3621 Lige’s Beauty Salon 2629 Midori’s Floating World 4200 Northwest Graphic Supply 27th Ave Gandhi Mahal Elsa’s House of Sleep - BEFORE Elsa’s House of Sleep - AFTER BEFORE Elsa’s House of Sleep - AFTER The Art Shoppe - BEFORE The Art Shoppe - AFTER Tibet Arts & Gifts – BEFORE & AFTER BEFORE NW Graphic Supply – BEFORE & AFTER BEFORE Northern Sun – BEFORE & AFTER BEFORE MN School of Barbering - BEFORE MN School of Barbering - AFTER Allinsurance - BEFORE Allinsurance - AFTER Midori’s Floating World Café - BEFORE Midori’s Floating World Café - AFTER Los Hornos Del Rey - BEFORE Los Hornos Del Rey - BEFORE Lige’s Beauty Salon - BEFORE Lige’s Beauty Salon - AFTER Lige’s Beauty Salon – NEW SIGN & LOGO BEFORE Gandhi Mahal - BEFORE Gandhi Mahal - AFTER BEFORE Gandhi Mahal – ART WINDOW BEFORE STEP 6: Share ¤ Post a picture of your new window and update when it changes. ¤ Include the name of your shop in your photo name so that it pops up when people do internet searches. ¤ If your window is interesting enough, your customers will do your advertising for you which will lead to more web traffic, which will lead to more customers . . . STEP 7: Evaluate ¤ What are your customers saying? ¤ Observe passers-by. ¤ How are people reacting online? ¤ Count traffic into your store. ¤ Compare sales. Community ¤ Remember, you are building community. ¤ Your windows have the power to change the mood of your entire block. ¤ The more great windows, the more your block will become a destination for shoppers. ¤ Drive pedestrian traffic. ¤ When you’re done with your handout, pass it on. ¤ Talk to your neighbors. Resources ¤ PROPS: JoAnne Fabrics & Crafts; Save On Crafts at http://www.save-on-crafts.com; any secondhand shop ¤ SPECIALTY LIGHTING: http://www.lightsforalloccasions.com/default.aspx; http://www.paperlanternstore.com; IKEA ¤ RETAIL FIXTURES & SIGN HOLDERS: http://www.displays2go.com; https://www.merchandisinginventives.com; Accent Store Fixtures at 434 Lakeside Ave. for new and used http://asfmn.com/retail_supplies.html ¤ CUSTOM SIGNS: Wrap City Graphics in Hopkins http://wrapcitygraphics.com ¤ BANNERS: http://easyorderbanners.com ¤ CONSULTING & DESIGN SERVICES: HOLOS Creative http://www.definereinventcreate.com