In rebuilding our stationery department we have chosen Duracell as our core brand of batteries. We have committed to a decent range. An unexpected surprise was the gift of the Duracell bunny in the photo. Given the legendary status of the bunny, we are going to run a competition and give the large bunny to a lucky customer.
Our commitment to Duracell has come out of our commitment to the best brands in each category. I see little value in newsagents promoting house brands when we cannot match the multi million dollar house brand campaigns of the majors. We will do better riding on the coat-tails of major brands by stocking their product instead of a newsagent house brand which means nothing. While this will cost us some business at the low end of the market, it will win us business at the top end.
I was in our local Reject shop yesterday and they cover the low end well. I think it dishonours the Newsagency shingle if we try and compete with the reject shop.
I too am re building stationery bit by bit. moved to exclusive duracell branding a couple of months back, a few other departments will be getting the same treatment. Pens and other writing equipment are next