Store Window

[jvandy57]

I've got a question....
If you have a store front with a window (In or out of a shopping center or strip mall) how important is that window? Do you just display some framed pieces or do you decorated it according to the season with emphasis on custom framing and display?

My wife and I are at odds on this, I would appreciate a consensus of opinions from this esteemed group of people.



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Jerry Vandergriff, CPF cm
McCue and Blanford Frame Shop Supply
Crestwood, KY

 

[framechick]

I think the window is very important. I schedule changing it once a month, but the reality is that it gets done about every 6 weeks. I guess the degree of its importance would depend upon location. I try and keep intriguing framed pieces up front that might encourage people to bring in things they already have but never thought of framing. I try and stay away from typical holiday themes, for example I do a horse racing window in May rather than mothers' day. Gardening in June, because all of my local competition (who change their windows) do bridal or Fathers' day. At christmas time, since many, many of my clients do not celebrate christmas I pick something like botanicals of winter flowers and fruits, or skiing - all of my clients seem to ski.

I use a few non frame props, but primarily show framed art. Or sometimes empty frames and corner samples.

[This message has been edited by framechick (edited July 21, 2001).]

 

[Alan Sturgess]

Store Windows - the most under used Advertising Tool in the framing industry

From my observations calling on retail frame shops for 22 years a well decorated store window is directly related to the success and profitability of the shop. My customers that regularly change their windows at least every 30 to 60 days are the ones that buy the most product from us, pay their bills the most promptly, drive the best cars and go on the most holidays. If a personal friend asks me where to take their framing, for some "unusual" reason these shops are always on the list of recommended framers. I am convinced that a widow display reflects the competence, enthusiasm and the "inner" feelings of the store inside. I am sure that someone will come forward describing the store that does poor quality framing with great window displays, but that would be the exception rather than the rule.

The window is probably as important or even more important than your yellow pages ad. The customers with the best looking windows are generally the ones that hire a freelance store window decorator to regularly change the displays. Most frame shops are probably too cheap to do this, but it pays off in customers walking in the door. The window display professional has a load of props that they "can" use and they quickly and efficiently change the window with little disruption.

I think that a store's window display can "speak" to your customer almost more than any other form or advertising.

Just as framers espouse the fact that you should bring your framing to a "professional" framer who understands your needs and wants, go to a "professional" to do your windows unless you have a valuable talent for doing windows. If you have that talent to do store windows you would probably make more money doing that, rather than framing.

The best windows change with the seasons and with the various holidays and family event days used as themes. But there are many displays that show types of art, artists and types of framing such as shadowboxes, mirrors etc. There appears to be no limit to the themes used by the better stores.

It has astounded me over the years how poor window displays generally are in this industry. If you want to look at good frame shop window displays in your area ask the next two reps who call on you for a list of the customers with the best store windows in the area that you can go and visit. You might be surprised how short the list is. If you cannot get out of the store buy your favorite rep a disposable camera and ask him to bring it back on his next call to you with a full roll of photos of the best frame shop windows he has seen.

Alan Sturgess


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Accent Art Distributors Ltd
40 East 60th Avenue, Vancouver Canada, eh!

"The Retailer's Wholesaler, Not the Retailing Wholesaler."

Distributor Member of National Distributor Network
http://www.ndnframing.com

Check NDN Web site for a NDN Distributor in your area.

[This message has been edited by Alan Sturgess (edited July 21, 2001).]

 

[JRB]

We have two 20' long windows by 6' high. They are important enough to us to hire a professional window dresser. She changes our window displays about six times a year. We hired a pro. because if we tried to do it in house, after time it just wouldn't get done. There is just two of us, and just trying to keep up with the framing volume is enough for us. She does most of her designs based on season. We spend about 4-5 thousand a year on window display.

Our store is in an isolated neighborhood, the business street is just one block long. People walk up and down the street constantly. One of the best Mexican restaurants in San Diego is at one corner, the Pacific Ocean is at the other. Our store is in the middle of the block.

A lot of people have dinner and stroll down to the ocean at night, they all stop to look in our windows. Not many businesses outside of New York department stores, care all that much about their window displays anymore. We constantly get atta boys from the folks in our neighborhood.

John

 

[Lance E]

Our showroom windows are the single biggest asset for advertising and promotion (we have four window sections). Each department here has to "pay" for window usage from their budgets, displays last for two weeks at most. Window dressers are very important as they tend to see product from a different perspective, we often do our own displays.
Themes for your displays should be repeated throughout the showroom, the best themes are usually related to what is happening in the community be it an Opera show or a farming convention. Events in your surrounding area will more than likely be related to season and trends so you'll often cover a large section very easily and effectivly.
Create drama and appeal, make it exciting for people to see. Over the last few years we have managed to make people aware of the fact that our displays change every Monday (usually two out of four or one large display) and they will travel out of their way to come and see what we've done this time.
It is often overlooked for totally stupid reasons, there is no doubt that if you're in a retail enviroment your window disply will be responsible for at least forty percent of sales.

 

[ArtLady]

I've got the brass bars hanging from the soffett in my front window with a big ole Paris Street scene "Cherche Du Midi" by Thomas Pradzynski. I don't need much more of a statement.

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Timberwoman
AL
I cut the mat, I pet the =^..^= cat.

 

[DB]

Front windows should entice shoppers to see more. We change ours every 4-8 weeks, depending upon the season. I sell gifts and fine crafts, so I like to make them somewhat seasonal, with a framed piece as the focal point. I like to change the framed piece within the display at least once per design change, to protect the art from over-exposure and to grab attention. I have mostly drive by traffic, so I stick to simple window designs, not cluttered, with a large, BOLD piece of art that can't be missed. I love it when someone walks in and says "I've been meaning to stop in all week...the piece in the window is so cool!"

 

[LBFOOTE]

Our new shop (we've been back in business since mid-March) has one window, about 6x6 feet. Even before we opened, I set up an artist's easel and put one of our framed samples in the window. I changed the framed piece every couple of days, as we soon discovered there is a constant stream of people walking by. Sue and I watch to see if what we have in the window attracts attention. If it doesn't, out it goes and something else takes its place. If it works really well (brings people in the door!), we may leave it up for a couple more days. But, as long as we can come up with new framing samples, we will change them frequently, as we are between very popular businesses - a Mexican restaurant, a Veterinary Clinic and a Dry Cleaner. Some of their customers come regularly.

Our one small window is working for us way better than the 100 ft window we had at the craft store because of the foot traffic!! It is also much easier to change and update the display!! One of these days, when I have nothing to do

I will put a fresh canvas on the easel and paint a picture in the window.

Linda

 

[Bogframe]

I've always been a staunch advocate of changing window displays on the first of the month. Seasonal stuff is always good, and anything that is a specialty in your store should be in there. Your window is always the first thing a potential or returning customer sees. It's your most obvious advertisement, and should always be kept fresh and intriguing.

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Seth J. Bogdanove, CPF
22 years framing and still loving it!
As usual, the website is www.masterclamp.com

 

[TRACY ART & FRAME]

Several years ago I put a tasteful nude in the front window. The piece got lots of intrest and many walk bys to stop in and ask about priceng ect.
About 2 weeks after I opened the shop and in walks this seedy drug dealer looking guy. HE reaches for his back (I think I'm about to be held up) and pulls out his ID. He was a police vice detective. Seem that some goody2shoes called in a complaint and that they were required to follow up.We both laughed about the absurtity. He said that it indeed was tasteful and that we didn't have to take it down.But he did ask the price.

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Diver Dave