Imagine your storefront as your homepage. At a moments glance, your viewer should be able to discern exactly who you are, what you are offering, and why you are different and BETTER than the rest!

Evaluate yourself. Work big to small. Looking at your storefront (and a digital photo image may help) scan top to bottom. Begin with your business name and logo, which is your “banner”. Is it clearly displayed on the exterior? Is it positioned for maximum exposure? If you need to grab drive-by traffic, then the sign may need to be larger, lit and positioned higher. If you need to reach walk-by traffic, your name and logo can be smaller, at eye level, and more subtle. Well-designed vinyl lettering, (which is very affordable) on the front window may do the trick.

Consider your window display as your “big picture image” on your homepage. Does it read optometrist / optical dispensary? Make note, your viewer does not have to walk into your dispensary to get the message. Your window should reveal it all within seconds, and take away the mystery and doubt.

Have you over displayed and cluttered the window? Too many posters and brand names swimming in the display without a unifying message and window theme? Try featuring just one designer line and building your display around it.

Conversely, have you minimized to the point that there is no window display. Are you hoping that your frame boards and racks full of frames will say it all? Not necessarily true. Your viewer will see the furnishing first before they can see the detail of eyewear. Bring your eyewear to the forefront with an enticing accent display in the front window. A pedestal showcase lit by an accent pendant light (available from MAGIC DESIGN) will help create a focal point.

Are your tinted windows so dark that the viewer cannot see your merchandise presentation and interior? You may need to invest in lit showcases, transparency boxes and a lit “open” sign to five yourself a window presentation.

Items on your “menu” for your front window presentation: First, a statement which defines why you are different and outstanding~ie. “specializing in the care and comfort of your vision”. Second, highlight a product (largest collection of European designs) or service (lab on site). Third, display optician, optometrists and ophthalmologists names in a photo frame…changeable! Finally, post your hours of operation, and accepted methods of payment.

BONUS: Build a display around your GIFT CERTIFICATE…and post your website address!