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