When Emma opened her art gallery, she knew her biggest challenge would be getting people to step through the door. Located on a bustling high street, surrounded by trendy coffee shops and independent boutiques, her gallery showcasing local artists had plenty of foot traffic—but that didn’t always translate into visitors. Passers-by would glance at the window but continue on their way without a second thought. Emma realised something needed to change.
She had always believed that the artwork inside would speak for itself, but what she hadn’t fully considered was how to make the gallery outside just as captivating. That’s when she decided to focus on creating an eye-catching window display that would stop people in their tracks and encourage them to walk in.
The Decision to Transform the Window
Emma’s first step was to take a fresh look at her gallery window from the perspective of someone walking by. It was easy to see why people weren’t engaging—her window, while neat and professional, was understated. There was no sense of urgency, novelty, or curiosity to draw people in. Emma realised that if she wanted to capture attention, her window display had to be more than just a frame for the artwork. It had to become an experience in itself.
She set out to create a display that would not only showcase the talent inside but also pique the curiosity of those walking past. The goal wasn’t to sell a painting from the window, but to create a sense of intrigue that would make people feel they were missing out if they didn’t step inside.
Creating a Display That Stood Out
Emma decided to feature one local artist each month in her window, turning the space into a rotating exhibition. But she didn’t stop there. She used dramatic lighting to highlight the pieces in a way that made them pop, even from across the street. In the background, she added props that complemented the artist’s style, creating a mini scene that gave passers-by a glimpse of what they’d discover inside. She knew that this element of novelty would make her display memorable and distinct from the other shops on the high street.
But perhaps the most important change Emma made was to add a call-to-action directly on the window. In bold, handwritten-style letters, she wrote, “Step inside and discover the artist behind this piece,” inviting people to explore the stories and creativity behind the art. This simple yet effective message turned the window into more than just a passive display—it became an invitation.
Building Interest Through Transparency and Storytelling
Emma also realised the power of transparency. In a small card beside each artwork, she wrote a brief but personal note about the artist, explaining their inspiration and process. This wasn’t just about providing information; it was about building trust and making potential customers feel connected to the artist. By sharing a little behind-the-scenes insight, Emma created a bond between the viewer and the artist before they even stepped foot in the gallery.
This transparency built a sense of trust with her visitors. People were more likely to come inside when they felt they had already learned something about the artwork and its creator. It made the art feel more accessible, and by the time they entered the gallery, they were already emotionally invested in what they would find inside.
The Unexpected Success of Transparency and Engagement
What Emma didn’t expect was how quickly her changes would take effect. Within days of revamping her window display, more people were stopping, peering through the glass, and—most importantly—coming inside. Some visitors would remark on the lighting, while others were intrigued by the personal stories behind the art. Many were curious about the upcoming exhibitions, creating a buzz around the gallery that hadn’t existed before.
One of the most surprising outcomes was the increased word-of-mouth referrals. People who had visited the gallery after being drawn in by the window display were telling their friends about the experience. Emma’s gallery was becoming known as a must-see stop on the high street, and it all started with her decision to transform the window into an interactive, eye-catching invitation.
More Than Just Aesthetics: Creating a Memorable Experience
Emma learned that a window display isn’t just about aesthetics—it’s about creating an emotional connection with passers-by. The lighting, the storytelling, the transparent information about the artists, and the invitation to explore all worked together to create an experience that resonated with people. It wasn’t just a window; it was an opportunity to engage, intrigue, and invite people into a world of creativity.
For small business owners like Emma, attracting walk-in customers isn’t about expensive marketing campaigns. It’s about using what you already have—your space, your products, your story—and presenting it in a way that connects with people on an emotional level. By making small, thoughtful changes to how she presented her gallery to the outside world, Emma was able to attract more visitors and build a loyal customer base.
Ready to Create a Display That Draws Customers In?
If Emma’s story has inspired you and you’re ready to take your business to the next level, now is the time to reach out for expert guidance. Mark A Preston, THE Customer Growth Coach & Speaker, can help you develop creative strategies to attract more walk-in customers and grow your business through personalised coaching and training. Don’t wait—get in touch with Mark today and start transforming your business window into an open invitation for success.
