Wednesday, 1 July 2015

#DON'T WASTE THIS SPACE

I regularly get asked by independent retailers how often they should change their shop windows; my answer is always the same, very!

The costs involved in running a retail business are considerable and the shop building alone is a big chunk of this cost, rent, business rates, utilities and day to day maintenance all add up to a significant amount of money. If you break this down into a cost per square metre you’ll soon realise that your shop window is not a free add-on but a considerable overhead and you’re paying for it!

Look at this another way; imagine renting out your shop window to someone else, what would you need to charge on a weekly or daily basis to cover the costs. What else do you need to factor in every time you change the window, window cleaning, materials for display, prop hire or additional lighting maybe?  
Changing the window is something that needs to happen on a regular basis and this shouldn’t be something as simple as swapping a few products, it needs much more than this if you want customers to notice. Some of the bigger retailers plan their retail campaigns and window installations months in advance but independents can be much more adaptable. This is not to say independents shouldn’t plan ahead but opportunities for improving sales can appear at any time and it is a definite advantage if you have the flexibility to embrace these opportunities as they appear. 

If you want to keep your customers interested in your shop, not your competitors, I recommend changing your windows every three weeks. Once a month is just about acceptable but people soon loose interest and stop looking. Personally, I believe a month to be a few days too long but, if changing your shop windows once a month is the most you can manage at least do it just before pay day.

Your shop window is a great asset, it is the front page of your business but it comes at a cost, make sure you use it well and get a good return on your investment. 

All the best

Peter
#visualcommunicator  #retailconsultant  #designer
tel      07907 691711

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