I remember when working in retail sales at South Coast Plaza, CA at a high-end boutique, our store window was almost fully enclosed with a selection of select items we wanted to highlight. The problem with this concept is although it focuses potential customers to quickly see your main offering, it limits their view of other items you have in your store.
What if there not looking for a spring wardrobe, just a watch? Retail stores can often lose potential walk-ins by closing off the store front from the interior of their store.
A trend we've seem at recent retail excursions is what I call the "Open Storefront Concept" where you have a front window display but folks can look through the display to also see what is inside your store. This opens up new possibilities for potential customers seeing something of interest and recent new store opening support this as you can see from the images below.
What we've seen works best is a combination of using a unique prop that goes along with the look of the item or your store concept but is not too bulky or solid. An ideal prop would be a motorcycle or surfboard that gives a high visual appeal and items can be draped over not taking up to much vertical room. A boat sail would be a bad example of a prop since it it bulky and the sail will cover up anything behind it. Next time your ready to change your window, try an Open Storefront Concept" to increase walk-in traffic & sales.
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