Promoting a New Wine: Shop Windows
Posted on Sun 10th Jul 2016 at 11:28
Investing in a new range of wine is both exciting and a serious commitment, particularly if it’s something outside your customers’ comfort zone.
We’re passionate about working with wine shops to promote the wonderful taste and great value of Macedonian wine, and provide tailored advice and guidance to each of the stores we work with. All shops are different, but we have noticed some common themes emerging, which is why we’re putting together an occasional series of short articles that provide tips on promoting a new wine. We hope they’ll provide a handy checklist, if only to remind you that you’ve got everything covered. Our first focus is on shop window displays: here are five ways to ensure a new wine grabs the attention of passers-by.
1. Don’t be shy! People walking past your shop window may be talking to each other, may be rushing to somewhere specific or may just not be thinking of buying wine at that moment in time. You need to create an eye-catching display that makes them stop in their tracks – use bright colours, interesting images and a twist of the unexpected for best results.
2. Remember the rule of three People’s eyes are naturally attracted to symmetry, meaning that if you want them to look around your window display asymmetry is the key. Many retailers use pyramid structures to maximise this effect – have one key item at the top and the rest cascading down, which forces people’s eyes to roam around the display. This ties in nicely with the rule of three, which suggests that you should work in sets of three (red, white and rose for example) to maximise your chances of capturing people’s attention.
3. Use all five senses where possible It’s not just about the visuals. People respond best when more than one of their senses (smell, touch, taste, sound and sight) are activated, so it pays to appeal to as many as you can. Why not play Macedonian folk music, or have a tray of wine samples near the door, so customers can quickly relate the smell and taste to what’s on display? Don’t be afraid to be creative, people love novelty and if you can be quirky, entertaining and informative there’s a high chance they’ll come back – not to mention send their friends!
4. Tell a story Wine marketing experts all say the same thing: consumers want to hear stories, not dry facts about wine. Images are the perfect vehicle for storytelling, and we’ve seen retailers have great success with poster-size images of the Stobi vineyards and winemaking process amidst the beautiful and historical Macedonian landscape.
5. Change the display! Sadly, even if you hit on an award-winning window, customers are going to get bored if you don’t change the display from time to time. See it as a chance to be creative, rather than a burden, and contact us if you need any advice or inspiration.