One of the most important lessons applicable to newsagencies from our opening of the Sophie Randall stores is the importance of the retail experience. Even today, in our our first store which opened thirteen months ago, around half the customers who visit comment on how much theny enjoy shopping in the store. This is not something I hear often in our newsagencies – probably because newsagencies are built for speed and function more than for feelings. Yet most of our customers are women and I’d guess that half of what we sell is around feelings cards, gift lines and even some magazines.
We are experimenting with the Sophie learnings. They guided our concept store at Watergardens – many newsagents tell me it’s not a newsagency, I like it when they say that. The easiest category to play with in our two more traditional newsagencies has been the plush. Not in the full on way of a Sophie Randall store though…
No, more in the form of trying several lines and creating zones of warmth amid the hustle and bustle of the newsagencies. It’s working, sales are growing – so much so that we are encouraged to incorporate more ideas into the fit itself. Look at the Peter Rabbit in the photo – he is a magnet, drawing people over. Once there, they pick up other items. The challenge is to find enough space in a newsagency to bring this level of display in.
Playing with plush is not for everyone. The key is to play – way outside the square we know as a newsagency.