Our Magazine Club Card promotion (buy 11 magazines over 8 weeks and your 12th magazine up to $10.00 is FREE) is today 13 months old. What was to be a three month campaign is showing no signed of slowing down the sales growth we are achieving.
Every day we are thrilled with customer reactions. They are buying magazines which they would otherwise not purchase. The free magazine is the luxury.
The graph (above) shows strong sales growth. With industry average year on year growth at around 4%, our growth is exceptional. The success lies squarely at our front line team. They pitch the offer well. Customers have a sense of saving right away.
While I moan here regularly about the challenges newsagents face and express frustration at what I see as marketing mistakes by some suppliers, in my store magazines are an important cornerstone to the growth we are achieving.
Our simple loyalty campaign demonstrates that customers appreciate real value, they like a simple offering and they want faster access to rewards. What we offer with our Magazine Club Card is better value than the FlyBys offering from Coles/Myer and better value than the fuel discounts offered by the Coles and Woolworths supermarkets.
This is a great small business success story. Our biggest challenges are the fluctuation in sales caused by the campaign and the resulting supply challenges so that we do not sell out and they are challenges I enjoy.
Our customers enjoy this campaign. Our employees enjoy it as well. I enjoy it because I am rewarding from within, building a category with depth exclsuively to me and in a way I control.
Hi
Just one question i have and that is
If the customer buys on a regular basis 11 magazines in one go do you give them the 12 magazine free anyway?
Or does it have to be over an 8 week period?
Great invention though best one ive heard…
Antonio,
The key is 11 magazines in no more than 8 weeks. We decided on this because our data showed that few of our customers bought magazines this frequently. Our goal was to get them to two magazines a week. The results are great.
mark