By Geoffrey Bean, founding partner of retail branding agency Tomlin Bean
Well, over 60% of all non-food retail spend is impulse driven - so it is crucial to every retail business, particularly during the season when most retailers make over half of their annual sales.
There are no universal rules at to what works and what doesn't. If you look at the Apple store in London's Regent Street you could easily believe that shop fronts need to be minimal in the extreme with perhaps just one product or one picture in the window.
But just around the corner at Liberty they have crammed the windows full of merchandise giving them the appearance of an up-market bazaar.
Overall, in any retail display you should usually strive for simplicity and symmetry. Perhaps with one, clear focal point.
Good lighting is essential and money is never wasted here.
Finally go outside. Walk around look at your competition. Try to understand what they are doing well and see what they're doing wrong.
Then look at you own display from as many angles as possible and assess honestly how it stands-up to the stores around you.
With 60% of this season's sales depending on it, it's well worth spending time and money to get it right.
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