OPINION: You cannot underestimate the value of your window as a marketing tool

I sat outside a bar in Düsseldorf the other weekend, mesmerised by the shop opposite.

It had a big front window, enticingly lit, showcasing – in a very simple manner – what the store sold. The display focused on the store’s spirit range, with big, organised piles of gin and vodka, and apple and peach liqueurs.

When was the last time you stood outside your shop and thought about whether it makes people stop, whether it is fit for purpose for the 21st century customer?

On a busy high street in the old town, full of bars, restaurants and closed shops, the display forced people to stop. In the hour or so I spent watching the window, more than 20 individuals or couples stopped to look at what was being advertised.

The store had realised that the striking green bottles of a certain kind of spirit were a great lighthouse for the window.

You cannot underestimate the value of your window as a marketing tool. When was the last time you stood outside your shop and thought about whether it makes people stop, whether it is fit for purpose for the 21st century customer?

It isn’t just for large stores as well. I remember speaking with the now-retired retailer Teskey O’Neil, and visiting his newsagent in Sussex. The front window was a constantly revolving display, promoting events or his range. It just takes diary management and ideas.

Alcohol suppliers, especially spirit producers, are investing hugely in brilliant designs to attract attention. Using these to showcase your offer could be the best decision you make.