Retail store owners hoping for a way to boost sales may want to consider something other than mailbox fliers and advertising campaigns. There’s a way to dazzle your customers so they won’t just walk on by. This type of visual merchandising is eye-catching, creative, safe, and a cost-effective marketing tool—LED decorative lights.
A Sweet Marketing Tool
It’s hard to imagine anything that could improve the look of artisan chocolate truffles, but this store owner in Wisconsin knew that an attractive window display and store exterior were viable marketing tools for her chocolates. Fazio’s Chocolate Shop used G40 frosted LED lights to complement the visual appeal of their delectable sweets.
Exterior and Window Display Lighting
According to Entrepreneur magazine, the exterior and display windows are the first things that are noticed about a shop. Product is definitely on display, but product is secondary. Communication, atmosphere, and creating a personality for your business are the primary goals of retail displays.
When creating a window display, Jane Porter in another Entrepreneur article, suggests a few guidelines:
- Don’t be predictable. Use unique, whimsical objects that can be grouped with your product to tell a story.
- Avoid clutter in your display.
- Determine optimal placement by standing in the street and noting where your eye falls. Mark this with tape. If you have 2 window displays, remember that prime placement is to the right of the entranceway.
- Update your displays frequently. Your shop will be noticed more often.
- Use lighting to stand out. Avoid hanging lights directly above a product since it can create shadows. Highlight products that are focal points.
Linda Cahan, an Oregon-based design consultant also advises that decorative lighting should be left on at night, even after hours. “If you are the only place with your lights on, you will be the only store people see. You’ll be like a beacon of visual stimulation.” Energy-efficient LEDs make it possible to keep the lights on 24/7 without breaking the bank. Store owner, Tom Ferarro, spent $2,900 more using LED’s, but the bulbs will last 50,000 hours—about 10 times as long as halogens. Cahan adds that Ferraro “pays about a fourth as much for electricity as he would have with halogen bulbs. Also, in many states, retailers can get tax rebates for LED lighting, adding to their savings.”