Silent Selling In-Store: Creating an Aspirational Shopping Experience

1. Window Displays: The First Impression That Sells

Your window display is the first thing customers see—it’s your chance attract, inspire, and, in the case of posters, inform. This is your opportunity to grab attention and entice customers inside. Here’s how to make it count:

• Eye Catching: Your window display is your invitation to step inside – it needs to catch eye and pause the stride of potential customers passing by enough to tempt them inside
• Clarity & Presentation: Window displays need to inspire and inform quickly to convert a passer-by to a potential customer. Designing displays that immediately connects with potential customers (gorgeous Mother’s Day gifts) and / or quickly conveys your message (sale now on)
• Visual Impact: There are different techniques to create impact using colour, or form (using height and depth of products to create a display), symmetry, focal points, themes or spacing. Considering how each of these elements will be applied to the display will help create eye-popping displays.
• Regular Updates: People are more likely to have their attention captured by change, so changing your shop window regularly improves your chances of attracting the attention of passing footfall. Use themes and seasonal window displays keep your store feeling fresh and relevant. Use changing themes to reflect holidays, special events, and trends, ensuring they capture the spirit of the moment while staying true to your brand identity.
• Message Consistency – Your shop window is just one element of a multi-channel marketing mix. Consider how your email, social media posts, website banners and in store look compliment each other to reinforce your key messages.

2. Visual Merchandising: Enhancing the In-Store Experience

Visual merchandising includes everything from mannequins and signage to graphics and displays. Done well, it enhances the shopping experience and increases sales.

• Mannequins & Product Displays: Mannequins transform clothing from two dimensional to three dimensional – better showcasing how fabric falls and inspiring customers. You can use mannequins to
  • Increase sales of selected lines by showcasing them on mannequins, not just to catch attention, but to show what it looks like on a body – many retailers will report an uptick in sales on products that have been highlighted
  • Use them as silent signage – a mannequin with dresses helps signpost that ladieswear is this way, a head mannequin with a bobblehat on the shelf will help signal to customers where hats are.
  • Use them as focal points in the store, position them near gondolas (two-sided shelving) to create engaging product pairings that encourage multiple purchases.
• Clarity & Presentation: Your display should be well-organised and easy to navigate. Think about how the customer shops & organise your products in a similar fashion – for example, display all your tops together, with each style of top in size order
• Displays to make products pop: vary displays to allow certain products to capture attention. This can be through
  • double facings
  • front facing (turning one shirt face on when all others are side on)
  • dual merchandising (placing products in more than one location, next to linked products)
• Focus on the Product: The display should highlight the product. Some products need information to help convert the sale – use Point of Sale if this is the case
• Seasonal Updates: Keep your displays fresh and relevant by changing them according to seasons, holidays, and trends.
• Till areas and service areas:

3. Your Till & Services Area

This is a key opportunity to silently sell both your brand and products

• Brand messages: Information to reinforce your brand messages (inspirational photos); a screen that inspires (videos of bike races or bike demos in a bike shop, or cooking videos in a butchers) can be on a screen.
• Shorter term sales messages: Convey on screen or print your current offers, new products, your services, your upcoming events
• Connecting with customers: Ensuring your social media handles are visible and encouraging customers to follow you will build your online community, and help ensure new customers continue to be inspired by your social media content
• Building your community: Using your EPOS system to sign customers up to your mailing list
• Encouraging reviews: A poster or card inviting customers to leave a review (with a QR code to make it easy for customers to do it) helps your secure future sales

4. Your Team – bringing products to life

Your team can silently sell through their uniform or clothing.

• Uniforms can have a key message: Repeat key messages through a simple slogan on uniform such as “Here to Help” or your website handles
• Models: Staff wearing clothing bring the merchandise to life, inspiring customers to consider items that may be overlooked when on the shelf.

Call-to-Action Signage: Use persuasive language like “Limited Stock” or “Best Seller”

5. Point-of-Sale (POS) & Signage: The Subtle Sales Assistant

Strategic signage and POS displays can increase average transaction value without the need for a hard sell.

• High Level Point of Sale: High Level Point of Sale can work in several ways – inspiring customers through images, communicating your brand values, or simply helping customers orientate themselves and to find the merchandise they are seeking.
• Inform and Convert: Sometimes, customers need more information before they complete a purchase and POS can help guide a customer through the decision. Whether it’s choosing which washing machine to select, which wiper blade will fit your car, or which artisan gin flavour is best, printed or digital POS can answer key questions for the customer.
• Inspire: Low Level POS can also be used to help convert sales by telling more of the product story – either by visuals showing a product in use, or the backstory of the brand behind the product.
• Clear Pricing & Offers: Ensure customers can easily find prices and promotions – sales can be abandoned simply because we don’t want to be embarrassed when we ask for the price.
• Accreditation & Endorsement: Use POS to add credibility to products – examples include “Voted best buy in this National Magazine”; “Rated Five stars by our Book Club”; “Winning bike from the Tour de France”.
• Call-to-Action Signage: Use persuasive language like “Limited Stock” or “Best Seller” to create urgency.
• Impulse Buy Displays: Small, low-cost items near the checkout can drive last-minute add-ons.

6. Words That Sell: The Power of Emotive Language

The language you use throughout your store can create an emotional connection with shoppers and drive sales.

• Descriptive, Benefit-Focused Copy: Instead of “Soft Throw Blanket,” try “Wrap Yourself in Cosy Luxury.”
• Emotional Triggers: Phrases like “Feel Confident Every Day” or “The Perfect Gift for Someone Special” tap into emotions.
• Conversational Tone: Keep messaging friendly and engaging, mirroring how your customers speak.
• An image says a thousand words: Back up your descriptive copy with complimentary images

7. Lighting: Setting the Mood & Guiding Customers

Lighting isn’t just functional—it’s a powerful tool in silent selling.

• Highlight Key Products: Use spotlights and / or coloured lighting to draw attention to featured merchandise.
• Create a Warm, Inviting Atmosphere: Soft lighting in fitting rooms and relaxation zones enhances the shopping experience.
• Ensure Visibility: A dimly lit store feels unwelcoming. Make sure all areas are well-lit to showcase products effectively.

8. Transactional Benefits – A Bag is More Than Just a Bag

Your packaging is an extension of your brand and can enhance the customer experience.

• Branded, High-Quality Materials: A well-designed bag or box adds perceived value to the product and reinforces your brand positioning. Whether you include just your logo, or you have a simple slogan, this is a key messaging tool
• Sustainable Options: Eco-friendly packaging is increasingly important to today’s conscious consumers.
• Memorable Unboxing Experience: A beautifully packaged product encourages social sharing and repeat purchases.
• Your Till Roll: Consider seasonal messages that can be part of the printed receipt, advertising offers, rewards. The rear of your receipts can be printed with long term messages such as your website and social media handles, your brand slogan, or QR links to your review pages
• Thank You Notes & Review Cards: Including a handwritten thank-you note, a discount code for future purchases, or a review request card in the bag or receipt envelope adds a personal touch and encourages customer loyalty.

Final Thought: Silent Selling Works Across All Retail Sectors

Every detail in your store contributes to the customer experience. By optimising window displays, visual merchandising, packaging, POS, language, lighting, and layout, you can create an aspirational atmosphere that turns browsers into buyers.

These principles apply to all types of retail, from independent convenience stores to high-street boutique fashion brands. Whether you’re a small independent retailer or a larger store, silent selling techniques can help optimise your space, improve customer experience, and boost sales.

Need expert guidance on optimising your individual retail spaces? Contact The Retail Champion team today for tailored advice and strategies to enhance your in-store silent selling techniques.

About the Authors:
Kim Hulse is a marketing and e-commerce consultant with over 20 years of retail experience and a postgraduate diploma in marketing. She helps small businesses grow through expert guidance on product management, marketing strategies, and e-commerce optimisation.

Steph Briggs is a copywriter, ecommerce and marketing expert with 20 years of experience in corporate and small business environments. Specialising in SEO-friendly copy, she helps businesses boost visibility and organic traffic. With expertise in eCommerce—particularly Shopify—she excels at crafting product descriptions, blog posts, and brand messaging.