May 18, 2021
Windows aren’t just to let light into your pharmacy — they’re an opportunity to advertise. When it comes to creating curb appeal, a well-designed window display can make your pharmacy more attractive.
The right pharmacy window display will catch the attention of pedestrians and be intriguing enough that they come inside.
Window displays let you get creative and make your products and services seem fun. Read on to learn more about the merchandising techniques that will make your windows pop.
When patrons look through your window, they shouldn’t be met with streaks and fingerprint smudges. Before you put up a new display, make sure the interior and exterior of the window are squeaky clean.
Start by vacuuming away any dust and then use a glass cleaner like Windex to get that nice shine. Use a microfiber cloth for the best drying results.
After you’ve put up your window display, make cleaning the window a part of your regular pharmacy cleaning checklist to make sure it doesn’t get smudgy.
For a truly memorable window display, don’t just make it up as you go along. Create a plan in advance so you can prep to make sure you have all the things you need to make the scene pop.
Choose a theme that will pull the display together. It could be based around a local event, a holiday, or even just a color scheme that you like.
If you just showcase a collection of merchandise, it might not catch the attention of passersby, but a clear theme will prompt people to stop and take in the scene.
The items in your pharmacy window display should mostly be your merchandise, but a few well-placed props can bring a display together and make it pop.
If you’ve decided on a beach day theme, pick out some seasonal items from your front end that fit the theme — sunscreen, beach towels, sunglasses, a picnic basket, and snacks. Together, those things do a pretty good job of communicating the theme, but if you add in an extra prop like a fake palm tree, you can immediately transport pedestrians to their favorite tropical location.
When people are walking by your store, they aren’t looking down at their feet — which means your display shouldn’t be placed at the bottom of the window frame.
Generally, your display should be at eye level. If you’re not sure where that is, stand on your curb to see where your eyes fall and mark that spot with tape. In order to get your products to that spot, you’ll probably have to get creative. Use shelving to prop items up, or suspend them from the ceiling with fishing wire.
Plan for multiple layers of height to fill the window space and give people something to discover when they stop to take a look, but the focal point of the display should be at an adult’s eye level.
Part of making your display look cohesive and professional is picking a color palette.
While it might be tempting to go with one color — items that are all blue on a blue background — that could backfire on you. It could look sleek, but if everything is the same color, nothing stands out, which means it’s harder to catch people’s attention with the display.
Instead, pick three or four colors that complement each other for an aesthetically pleasing display. If you’re not sure what colors look good together, use a color palette generator to get some ideas.
Curate the merchandise you display in your window. While you want to show what you have to offer, too many items will clutter up the window and you risk losing sight of your theme.
Don’t pick the everyday items that your patients will buy no matter what. Instead, highlight the hidden gems they may not know you carry.
Pick a higher-dollar item to be the focus of the display. Something that a patient wants but doesn’t necessarily need to tempt them into the store.
It doesn’t matter how flashy and impressive your pharmacy window display is if people can’t see it. That’s why it’s critical that the display is well lit.
Hang lights above the display — you may have to test some different angles to make sure that the products aren’t in shadow. You can also leave those lights on at night after you’ve closed the store to create additional intrigue.
Don’t distract from a great window display with less-than-ideal curb appeal. No matter how interesting your display is, pedestrians won’t stop to look at it if they have to stand next to trash on the sidewalk or a dead potted plant.
Regularly sweep your curb and pick up litter. Take a look from the curb to see if there are any other unsightly things like clogged gutters or broken masonry and do what you can to remedy the issues. The outside of your window should be just as attractive as the inside.
Some stores put a background behind their displays to make products pop, but by doing that, they miss out on an opportunity to show off the rest of the store.
The display is what makes people stop and look, but after they’ve examined the display, they should be able to look beyond the merchandise to see what’s happening inside your store. They may see something on the shelves that catches their eye and prompts them to go inside.
Creating a window display is a time-consuming endeavor, so you probably won’t be able to change it out every week, but if you leave the same display for too long, it will start to get stale.
Aim to create a new display every month or two. If you consistently put out interesting new window displays, seeing what you unveil each time will become a tradition for some patients and pedestrians.
PBA Health is dedicated to helping independent pharmacies reach their full potential on the buy side of their business. The member-owned company serves independent pharmacies with group purchasing services, expert contract negotiations, proprietary purchasing tools, distribution services, and more.
An HDA member, PBA Health operates its own NABP-accredited (formerly VAWD) warehouse with more than 6,000 SKUs, including brands, generics, narcotics CII-CV, cold-storage products, and over-the-counter (OTC) products.
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