This stand is proof that you can break merchandising rules and enjoy success.
Last Friday, I setup the stand with one column of men’s fitness magazines and another column with cat and dog magazines. I chose these deliberately as they are located a long way from the counter and not browsed often, they are not high sellers in my newsagency and there do not compliment each other.
In the five days since creating the display we’ve sold more of some titles from the stand than the traditional location. I guess that should not be a surprise – people are happy to spend money if the product appeals. The key is to get that product in front of them. Newsagents need to find display opportunities like this, at traffic points, to use the business itself to drive impulse sales.
The challenge of micro management of magazines is the time required. Rewards are there as sales of men’s fitness, dog and cat magazines from the stand show. I just wish we made more than 25% for the effort.