We moved one of our Darrell Lea stands to the front counter and sales jumped significantly. While this is not the preferred location, so we are told, the sales speak for themselves.
We figured we would leave the stand here for a month and then move it on – we like the idea of constant movement around the counter and front of the shop to show a business on the move.
Too many newsagents operate a set and forget model – leaving too many products and categories in the same place for too long and therefore encouraging customers to become store blind. We are surprised how many have said – oh, you have Darrell Lea. We have had Darrell Lea for five years.
Sales over the last two weeks show that Darrell Lea products can work in an impulse situation.
FOOTNOTE: See the Herald Sun stand next to the Darrell Lea unit? It continues to help drive newspaper sales at the the front high traffic lottery counter.
Pity about their pathetic sub agent margin. By the time you run around picking up product and have to watch for out of date items it is not quite a star performer. Does it earn the money that other products can earn in the hot spot beside the counter?
Clem the margin is slim but we made a choice for a point of difference after some years of national brand confectionery.