5 Top Tips for Amazing Shop Window Displays for Father’s Day

Bricks and mortar retailing has faced many challenges in recent years. As a retailer, one of your most powerful marketing tools is your window display. Underestimate its importance at your peril! A little planning, creativity and imagination can go a long way.

It is vital to keep your window display fresh and engaging to ensure that it reflects the time of year. We are lucky enough to have an annual calendar of occasions that give us the perfect excuse to do this and Father’s Day is coming up next.

Although rumour has it that people spend less on their Dads than they do on their Mums, spend on Father’s Day in the UK last year was estimated at £799m. So, it is well worth putting in some effort to boost your share of that spend!

Here are some of our thoughts on how to put your window display to work for you.

1. Keep Shoppers engaged

Ring the changes with your window design ideas. Don’t allow your display to become stale in the eyes of passers-by. Once it becomes familiar it is time for a change. Reflect the time of year to help with perceived relevance and take the opportunity to display different items of your stock. You can encourage both active shoppers in search of a particular item and impulse shoppers in through the door by keeping things fresh. One of the key benefits of retail shopping over online is the social interaction – your aim is to make passers-by feel you are inviting them in.

2. Capture Their Attention

It is widely acknowledged that we all have an extremely short attention span. The likelihood is that your potential customers will be distracted by either a human or electronic companion as they pass your store, so you need to make every effort to grab their attention. Your window display needs to be both unique and compelling; an eye-catching snapshot of what is inside. It is also worth considering that your potential customers will be unlikely to approach your display directly from the front. You need to approach your window from a range of different direction and angles to check the view and adjust if necessary.


3. Keep It Simple

Innovate but don’t overcomplicate. It can be easy to get carried away and create a display that is overly complicated. Too much going on in a limited space can overwhelm and confuse shoppers. Having a clear plan before you start will ensure that you don’t just keep adding and end up with a cluttered and chaotic display. It is also important to make sure that any props that you use remain in the background. You want to give a clear message about what your shop sells.

In the case of Father’s Day, depending on your brand and products, you might need to give some thought to which ‘type’ of Dad you are targeting. For example, are your products aimed at a sporty/outdoor market, or more musical/gadget focussed chaps. Masculine colours, props or backdrops will help set the scene but make sure the products you sell remain the star of the show.

4. Tell A Story

Having a theme, in this case Father’s Day, is a gift. It enables you to get creative and tell a story with both sensory and emotional appeal that reach out to your intended customers. Storytelling is widely used in other areas of marketing and is highly relevant in retail window displays. Don’t be overwhelmed and think it needs to be very complex, sometimes the simplest stories are the best. Aim to make people curious about what you offer and want to come inside to explore.

5. Stay True To Your Brand

No one knows your brand and its message better than you. Whatever story you tell and however original your approach it is vital to stay true to your brand. Take time to step back and consider whether your amazing shop window displays genuinely reflect your brand’s personality.

Need some help? We design, produce, deliver and install in collaboration with our in-house team of experts and have won awards for our windows and visual merchandising solutions. Get in touch on Tel. 020 3668 0939 or email sales@csmretail.com

CSM Live secures assets at the former Service Graphics Chessington site

CSM Live, the parent company of CSM Retail, has confirmed the completion of an asset purchase relating to equipment at the Chessington site of Service Graphics, which was put into administration last month.


The purchase includes printing, laminating and finishing machinery of the former Service Graphics Chessington business, whilst we have also taken a short-term licence to occupy the Chessington site.

The investment will strengthen our current capabilities as well as supporting the future growth of the company.  Initially, the machinery will remain in Chessington as we develop plans to integrate the machinery into the wider business over the coming months.

CSM Live CEO, Alastair Bewick commented on the asset purchase:

“The last month has been a difficult time for many people related to the Service Graphics business and a lot of former clients have also been left in a position of uncertainty. Following the asset purchase, we are clearly now well placed to provide support where we can.”

“Overall, this investment demonstrates our own confidence in the industry, and provides greater capacity to support our clients as we look forward to one of our busiest years ever.”


CSM Retail, finalist at The Drum Experience Awards

We are delighted to announce we are finalists at the Drum Experience Awards for Retail Brand Activation of the Year.

We will be competing among the best retail brand activations of the year thanks to our work with Ted Baker, delivering the ‘Colour By Numbers’ Old Street Pop Up.

It is a well-deserved nomination, as our team worked tirelessly to produce an eye-catching pop-up featuring a clean, monochrome colour scheme and using modern materials and shapes.

Having captured the attention of thousands of customers and the media, it has now been rewarded with this prestigious industry nomination.

The winners of the Drum Experience Awards will be announced on the 4th of December at Marriott Grosvenor Square in London. As part of CSM Live, we are up for a total of 5 awards.

Fingers crossed!


As part of a strategic move to offer a clear defined proposition across all CSM services, today, Thursday 19th July 2018, ICON Retail is rebranding as CSM Retail.  

Recent work has seen the team help Fenwick celebrate the Royal Academy of Arts 250th Anniversary on Bond Street and Ted Baker launch their new Colour by Numbers range with an immersive pop-up shop in Old Street station.

The rebrand will allow us greater access to resources and knowledge within the global CSM and Chime agencies, helping to deliver even greater impact for clients. This move also benefits the wider CSM group as there is now a clearly defined retail offering in place to support the array of existing CSM clients that have strong retail presence. 

As ICON Retail transitions to CSM Retail, Graham Clark, Chairman of CSM Retail stated: “The retail industry is changing at an incredible pace and our offering has been continuing to evolve in tandem. We’re proud of where we’ve got to as ICON Retail but now is the right time to take this exciting step forward as CSM Retail, embracing the opportunities that this move brings.”


At a fabulous night in the Bloomsbury Big Top, hosted by the one and only Louie Spence, we were delighted to win the award for ‘Best Non Fashion Retail Concept’ for our work with Penhaligon’s.

As a proud supporter of the VM & Display Awards, it was great to see all the creative talent in retail’s display and design industry come together for an evening of celebrations and awards. To also help bring the event to life and to provide an impactful backdrop for guests to capture their evening, we created a giant replica of the award statue.

As well as our award win we were also shortlisted for the ‘Best In-Store Branding’ category. This was in collaboration with MDM Props for the stunning ‘Rocking Horse’ shoe display for Vivienne Westwood.


Working in partnership with our team, Penhaligon’s created eye catching window displays across the UK, France, Asia and the United States to launch their seasonal campaign.

Penhaligon’s entrusted us to produce and install supporting graphics that reflected the brand’s luxurious feel. The striking scheme burst from the stores announcing the arrival of Christmas, inviting customers to experience the magical delights of their original fragrances and bespoke interiors.

We worked alongside Penhaligon’s VM team to adapt the marketing collateral and merchandised the windows with complementary props which included giant flashing red bows decorated with jewels, mirrored gold gift boxes tied with black silk ribbons and backlit fabrics.

Our global team of art workers, project managers, print production specialists, logistics managers, visual merchandising teams and installation crews worked tirelessly around the clock to ensure that each store across the estate emulated the true essence of “A Very Penhaligon’s Christmas”.

You can view all the Retail Design World VM Christmas Awards nominations here.