I once knew an independent shopkeeper, named Guy, who sold furniture. Guy did a wonderful business with select lines in a relatively small space. I always wondered how he did it because at that time he didn't have a web site, did no real advertising and relied solely on walk-by traffic. He and his sales staff gave excellent customer service, once customers came in the door, but how did he drive traffic into the shop?
So, over a beer one evening, I asked him. He smiled and told me he regularly changed his shop window displays. "Every time I freshen up my windows people come in. The next week is very busy."
Whether your shop window is your web site, your newsletter, your advertising or your email blasts, remember if it contains the same old messaging, look and feel, or visual content you might think about shaking things up regularly to generate new interest. And the next time you plan a major rebrand or rebuild, try setting things up (think website CMS) so you can refresh your particular shop window with ease.
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