We are using the theme of Make Something Great for our new magazine feature near one of our register points.Â
Each title has been chosen because it’s about making something things: quilts, cross stitch, scrapbooks, cards, dolls, bears, knitting and beads. Since newsagents are the only retailers of many of titles covering these subjects it’s a blue ocean opportunity for us – no competition and therefore, to me, a no-brainer.Â
This promotion backs onto last week’s theme of holiday activities. As usual with this display at the counter, customers walking up to purchase one item are making an impulse purchase of another from this display.
Newsagencies have excellent traffic. It takes little effort to leverage that to above-average basket size (average spend per customer).
Using your continuing themed stands as inspiration I recently made up a waterfall stand full of cricket titles, surrounded it with green tissue paper and topped it with stumps and bails going flying. Anecdotally I can say that it has caught people’s eye more than by simply placing the titles in their usual space and I have noticed more impulse buys from this section. With this as inspiration and this week’s NDD demand that we make a Take5 display as motivation I set up a 5 tier 2 widestand in the middle of the floor with Take5 and promo material matched with title in a clashing blue cover with themes similar to the stories on the cover of Take5. The clashing colours were effective and while we (unsurprisingly) sold no Take5 from this stand we did manage to sell a horoscope and health magazine which we wouldn’t have otherwise. But as you say Mark, while doing this makes it worthwhile of my time to set it up and space to display it the suppliers would not recognise it as meeting their standards of the display they expect. And so the frustrating battle continues.