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Once, a few decades ago, almost every neighbourhood had its own sweet shop. Sweet shop owners across the country were able to make a living without having to think too much about marketing and attracting customers. But, with the advent of the large retail chains and discount stores, the lone retailer has to be on their toes to maintain a reasonable level of business and stay in profit. An Accessible and Cheap Advertising Campaign Though they may not realise it, sweet shop owners have access to a readymade advertising platform – their shop window display. It is a platform where they can display their wares and one that, if managed with care and creativity, can be the key to raising customer footfall. It’s also a marketing tool that doesn’t demand a huge design budget or any special skills or abilities. Anyone and everyone can do it. Here are some helpful tips to get you started. Theme, Theme, Theme It’s a fast-moving world and you need to catch the eyes of passersby who are generally in a rush to get somewhere else. So, create a theme for your window display. Perhaps make it season-orientated: you can decorate for Christmas, Valentine’s Day, Easter or Mother’s and Father’s Day. Another point – change your display regularly so that people will always see something new. If it’s too familiar, they just won’t “see” it and it’ll have no impact at all. If your display is seasonally based, this will encourage you to change it before it becomes invisible and irrelevant. Visibility Most display window floors are above pavement level. So, go outside and mark the eye level from outside. Arrange your display so that the most prominent items are at this level, so that they will appear in the eye line of customers walking past. Use lighting to highlight the most important sections of the display but don’t overdo it and either create over-bright or shaded areas. Don’t overcrowd the window – many sweet shop owners have a large stock, so the temptation to pack the display is a big one. However, it can have the opposite effect and drive potential customers away. Centre Stage Remember that you’re selling products, so make them the focal point of any window display. Many manufacturers package their products in unique ways – so take full advantage of this. For example, Schokolat makes a usable chocolate tea pot. Perhaps create an Alice’s Tea Party scene with the teapot and other tea-time treats such as Hope & Greenwood’s afternoon tea sweets and Montezuma’s Great British Pudding truffle box. You can even link the window display to a special promotion or offer only available if people enter the shop. Remember Your Goal Remember that the ultimate aim of your efforts is to attract customers into the shop and to encourage them to buy your stock. Try to feel out the type of people who pass by your window regularly and maybe slant the display towards them. If you’re close to a school, make it a child and parent orientated display. If your shop is next to some offices, slant the display towards the more adult market. There are no hard and fast rules, so trial and error is the name of the game. So get creative now – there are no limits to your imagination or to your success! Angelina Moufftard works for hf Chocolates, established wholesale confectionery suppliers with decades of experience supplying sweets and high-end chocolates to retailers across the UK. Working with the most dedicated suppliers from France, Spain, Germany, Holland, Belgium, the USA and the UK, hf Chocolates' great tasting and beautifully packaged products add panache to the display of any sweet shop owner.
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