We are repeating the counter pitch for the social stationery in the photo. Regulars here will recall we first tried this product late last year. It was a roaring success. These attractive pads work a treat with card customers. It’s great seeing someone come to the counter with a bithday card and pick one of these without a second thought.
This is exactly what the counter ought to be about – placing the best pssible up-sell product in the best possible location. The only way to achieve this is through change. Newsagents who focus only on a confectionery offer at the counter or some other set-and-forget category miss some excellent business.
I like this social stationery because it better connects with other categories we carry.
While some marketing gurus tell newsagents to ask for the up-sell or use a challenge – if I don’t offer you this then its free – I’d prefer to structure the shop and the counter to work in a less intrusive and, hopefully, more successful way.