Window displays: Putting it all out there

Andy Millington outlines the steps towards creating a winning window display

Your shop window is your largest advertising space yet so often when I look at window displays in independent practices up and down the country it seems to be almost an afterthought. A lot of the time the display even looks corporate.

It is easy to use the point of sale items that a manufacturer provides and often both the independents in town and the ones in the next town are using props supplied by the same frame manufacturer or contact lens company. Too often the actual window dressing is haphazard.

Occasionally there are glimpses of creativity but even then it seems to have been done on a shoestring. In the competitive business world we work in we need our window display to reflect our professionalism and skill and help to sell both our product and our brand.

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