‘We like our windows and always try to make a bit of a statement,’ says the Eye Studio owner Andrew Harman. As with most window themes, the purpose of the display is to capitalise on community spirit and excitement, as well as depicting the brand’s character and services.
It made sense then for the practice to proudly display a rugby-themed Halloween window during the height of the Rugby World Cup in the autumn of 2015. ‘We love our rugby and the World Cup final fell on the same day as Halloween so it was a match made in heaven,’ he says. ‘The England material, which was to be added for the final, had to sadly stay in its box.’
Harman recognises the importance of businesses standing out and uses attractive window displays as a front line marketing tool for The Eye Studio. ‘We are in a very residential area and our clients and any prospective clients who are walking by are deeply in their comfort zone,’ he says.
‘Being the same absolutely guarantees we will be filtered out. A good window has the ability to drive footfall into the business and create a personality for the practice. Once we have their attention then interest, desire, and hopefully action will all follow.’
The display attracted constant attention and positive feedback from patients and passersby, and the practice was inundated with people simply popping their head around the door to say they liked the display. The Fijian rugby team, who were staying nearby, even took the time to visit having heard about the content of the display. As a result, the practice not only gained a hugely topical seal of approval, but also the opportunity to provide the assistant coach with some new frames.
Despite such high praise, it was no easy task beating off the other contenders for Window Display of the Year. Harman says it came as a pleasant surprise when the practice won. ‘We knew that the competition was going to be tough, as soon as the shortlist was announced I am sure I am not alone in admitting I was straight onto my fellow finalists’ websites and Facebook pages to see what we were up against.’
The display was commended by judges for its great fusion of the Halloween and Rugby World Cup themes which really engaged with the community.
‘The Awards night was a bit of glitz and glamour in the midst of a busy year. We have been lucky enough to have been at every awards dinner for the past 20 years.’
The win is a great way to market the brand and Harman says patients love the fact their opticians won a national award. ‘We have, of course, used the Award on our website as it is a nice bit of social proofing. It stands proudly in all window displays’.
He says winning the award has meant ideas from the team have definitely moved up a notch. ‘We recently ran a window for the brand Epos, which is now on both their Pinterest and Facebook pages. It was a string art installation in a homage to the Italian flag which used 300m of coloured wool,’ says Harman
Yet he admits that although the Eye Studio is always excited to develop and produce the next display, it still has lots of progress to make. ‘We are still hunting for that elusive merchandising idea that makes contact lenses sexy, that has got to be a winner for whoever can crack it,’ he adds.
In a world where consumer industries are always competing for attention and business, a campaign that simply raised awareness of existence while also stimulating discussion was undoubtedly a success for the practice.
Entering is something other practices should consider. Harman says: ‘We exist in an industry full of interesting, creative people, and the awards are a reflection of and a celebration of those that choose to push boundaries. To be rewarded by your peers is nice, and if you are shortlisted you are guaranteed a great night out.’
Window display of the year award
Winner: The Eye Studio
Shortlisted: Bespoke Eyewear
Davies & Jones Optometrists
Patrick & Menzies Opticians
Amar Shah Optometrist
