This Joker figurine, in the front window of the newsagency, attracted a shopper who said they had not been in a newsagency for years.
The shopper noticed The Joker in the window when walking past. They asked to see it up close. In the ensuring conversation discovered they were in a newsagency.
What we place in our newsagency windows can be far more powerful than the shingle under which we trade.
I don’t mind that the shopper did not know the type of business they were in. What mattered is that they were shopping with us because of a deliberate decision we made as to what we pitched in the window.