Insight Q&A: Rachael Borley, DO at Goatman & Batham Optometrists

In your experience, what does an attractive shop window display do for footfall? 

Rachael Borley I definitely think a good display can effect footfall and can have a very positive impact on the brand being showcased. I change the displays frequently, as we often note an increased interest immediately after the display has changed. Whereas, if a display is in the window for too long I have found that it loses its impact. So, I try to change the displays monthly where possible.

As independent retailers we need to let people know that we are both interested and excited by fashion. We also have an opportunity to be ahead of trends and source products from exciting and innovative designers that you just wouldn’t find in the multiples. Anything we can do to differentiate ourselves has to be a good thing.