While we failed this year with a Back to School promotion in my shop, I’m hearing great stories from other newsagents like the rural NSW newsagent who increased sales 56% through great ranging and display in store, or the VIC newsagent who landed two major school deals after years bidding against massive competitors – he won on a service guarantee and a local community pitch; and the shopping centre newsagent competing with Big W et al and almost doubled sales on last year.
Back to School can be hugely successful for newsagents in an appropriate demographic. The keys from the stories I hear seem to be: be big and bold; connect with local requirements; provide expert advice and exceptional service; and, get in early. I am sure those who have actually been successful will have even better comments to make.
Stationery is one part of our businesses we control. Those of us who have failed at Back to School need to learn from the successes. Maybe the successful newsagents could create a school on Back to School.
We normally do all the good things suggested but last year we had a bit of personal trauma and didnt do it. Sales were still OK but there was no growth.
The year before we did a teachers night at the shop with reps from text book companies and a showbag provided by a supplier. This gave a personal connection with a lot of teachers and when a student needs a book they send them to us.
It also enables us to contact the teacher to find out what they really mean when they specify something.
David