Window graphics are a retail business owner’s dream. They are easy to install, just as easy to replace, and almost infinitely customisable to any promotion, product, or service proposition you might fancy. However, just because window graphics can be updated regularly doesn’t mean that they always are. In fact, many window graphics stay in situ for months or even years – a testament to their durability. This raises the question though: how often should shops update their window graphics, and does it matter? Let’s find out.
Looking Nice And Working Hard
Window graphics are a cheap way of upgrading a retail space by transforming glass panelling into a strong decorative eye-magnet. However, window graphics are more than just a decorative element—in retail they are also a powerful tool for capturing attention, promoting products, and communicating your business's personality. For this to work and the graphics to do their job as consumers travel around your shop, it’s essential to keep your window graphics fresh and relevant. Stale, outdated designs can blend into the background, losing their ability to engage customers.
Why Regular Updates Matter:
Combat customer blindness: Have you noticed how you stop seeing the same advertisement or decorative display after a while? This phenomenon, often referred to as "ad fatigue" or "banner blindness," affects window graphics, too. Customers walking past your shop every day will gradually stop noticing your display if it remains the same for months.
By regularly updating your window graphics, you create something new and eye-catching, encouraging both regular and new customers to take a closer look.
Stay relevant to trends: Shoppers love businesses that stay connected with the latest trends and social moments. Seasonal changes, cultural events, or trending topics can influence what resonates with your audience. By reflecting these in your window displays, you show customers that your business is vibrant, engaged, and in touch with current tastes. From promoting your business’s favoured charities to letting customers know about the latest seasonal promotion, your window graphics create dialogue between your brand and your target customers.
Support changing campaigns and offers: Your shop's marketing strategy likely evolves throughout the year. Whether launching a new product line, running a seasonal sale, or celebrating an anniversary, tailored window graphics can amplify your message. Graphics aligned with your current campaigns can act as silent but effective salespeople, grabbing attention and driving foot traffic.
Boost perceived professionalism: Outdated or poorly maintained window graphics can unintentionally send the wrong message. High quality window graphics are designed to last, but even so, after a while they may start peeling at the edges or become faded. The information on window graphics can go out of date even more quickly, making it important to remove any time sensitive campaign-based graphics once the purpose is served. Regular updates show that your business is active, professional, and cares about its image.
So, Back To The Question: When Should You Update Your Window Graphics?
Unfortunately, there's no one-size-fits-all answer for all retail businesses, but the following scenarios can help guide your timing:
Seasonality: Changing window graphics with the seasons can keep your shop aligned with customer moods and expectations. Think cosy tones and festive designs in winter or fresh, lively colours in spring. These seasonal tweaks can make a big impact without requiring a complete overhaul. You should also leverage major holidays and events as excuses to refresh your graphics. Christmas, Halloween, Valentine’s Day, and even events like the World Cup or Olympics provide opportunities to connect with customers through relevant and creative designs.
New product launches or promotions: Planning a new product announcement or a special offer? Your window graphics should work in tandem with your digital and off-line marketing campaigns, highlighting key product features, exciting discounts or limited-time deals to create urgency and draw customers in.
Declining customer engagement: If you notice a drop in foot traffic despite having the right products and promotions, consider whether an outdated window display could be the issue. Fresh designs or a layout shake-up could re-energise your shopfront and attract attention.
Next Steps
Get in touch with MTA Digital today to discover how our bespoke window graphics can help elevate the shopping experience for your retail customers.
Image source: Canva
