How to run in-store promotions and update window displays

Your window display is your best 24/7 advertisement, and in-store promotions are what turn a curious browser into a paying customer. To drive footfall and boost sales, you need to regularly refresh your offers and your window to give people a compelling reason to step inside and make a purchase today.

How to run effective in-store promotions

Promotions are all about creating a sense of value and urgency. They don’t always have to be huge discounts; they just need to be clear and appealing to your customers. Here are a few popular types of promotions that are easy to implement:

• Percentage Discounts: Simple and universally understood. For example, "20% off all fresh bread after 4 pm" can help reduce end-of-day waste.
• Multi-buy Offers: Classics like "Buy One, Get One Free" (BOGOF) or "3 for 2" are excellent for shifting specific products or encouraging customers to try something new.
• Bundles or Meal Deals: A great way to increase the average spend. A "Sandwich, crisps, and a drink for £4" deal is a convenience store staple for a reason.
• Loyalty Schemes: A simple stamped card, like "Buy 9 coffees, get your 10th free," is a powerful tool for encouraging repeat business at very little cost.

Whatever promotion you run, make sure it is clearly advertised at the point of sale with shelf-edge labels or small signs. If the customer has to ask if something is on offer, your message isn’t clear enough.

How to create a winning window display

Your shop window has one job: to stop people in their tracks. It needs to grab the attention of passers-by and communicate what you’re about in just a few seconds. A cluttered, confusing window gets ignored.

Follow these key principles for an effective display:

1. Have a Single, Clear Focus: Don't try to show everything you sell. Pick one hero product, a key theme, or a single compelling offer to be the star of the show.
2. Tell a Story: Link your display to the season, a local event, or a holiday. Create a summer beach scene, a cosy autumn display, or a festive Christmas window. This makes your shop feel relevant and timely.
3. Use Bold Colours and Shapes: Think big and simple. Use large props and a clean, contrasting colour palette to catch the eye from across the street.
4. Keep it Fresh: Aim to completely change your main window display at least once a month. This gives regular passers-by something new to look at and shows that your shop is active and dynamic.
5. Light it Well: Good lighting is essential, especially during evenings and overcast days. Use spotlights to draw attention to your hero products.

Top Tip: Always make sure your window display and your in-store promotions are linked. If your window advertises a special offer, ensure that offer is the first thing customers see when they walk through the door. This creates a simple, satisfying journey from the street to the till.