Often I get asked what businesses or retailers can do better with their storefronts, especially their window displays. You might hear suggestions from experts like better signage, improved lighting, or creating a strong focal point. These are all solid recommendations (and ones I’d make too), but I like to start with the big concepts.The what, who, and why need to be answered quickly and clearly for each person walking or driving by your storefront. I mentioned these questions with my interview on Northern Life, will really dive in here.

Ready for the questions?

The What?
What do you sell? What is your primary business?

Some of you with names that incorporates your product, like “Patricia’s Pastries” or “Tires Plus”, answers the what quite easily. But if your name doesn’t clearly communicate what you offer, your window has to pick up the slack. This can often be accomplished with clear signage or a thoughtful product display. If people can’t tell what you sell in three seconds or less, they’ll likely keep walking.

The Who?
Who are you as a brand or business?

This one might be trickier to communicate, but believe it or not, it still comes through. First impressions are formed in milliseconds. Your signage, storefront, and window display are all sending message. Are you playful? Sophisticated? Eco-conscious? Family-focused? The colors you choose, the props you include, and the way you style your windows all help tell your brand story. People connect with businesses that reflect their own values, or who they aspire to be.

The Why?
Why should someone come in?

We’ve all seen the giant red “SALE” signs shouting from the windows and they draw customer inside. Sale signage create urgency and speak to the bargain hunter in all of us. That’s just one method to draw someone into your store. Another effective strategy is showing how you fill a need or want. Examples of this would be “5 Great Summer Reads” or “Our New Must-Haves”. Lastly, don’t underestimate the power of curiosity or strong emotion. Making someone stop in their tracks due to an interesting storefront or elaborate window display can draw a person into your store and even make them a loyal customer.

Does your storefront answer the what, who, and why?

If you’re not sure, ask someone walking by. Ideally, they’ll describe your store the way you want it to be perceived. If not, it might be time to head back to the drawing board.

Once you’ve mastered the what, who, and why, you’re ready to take things to the next level. From there, we can dive into ways to make your storefront and display windows even more eye-catching and impactful. Get my free guide “turn don’ts into do’s: window display edition.“