Too often we clutter our counters with offers in pursuit of impulse purchases. It starts with one item which works so we add more and more until the counter is a mess of colour and small displays. Reps from suppliers pressure us to take offers, structuring deals do they sound great.
At a good newsagency counter, less is more. If you have a great offer you want to promote, take something else off. Less noise around an offer makes it more likely to be seen.
The key is to have the right offers at our counter. In many instances this will mean removing some of what we have to only focus on what will surely work.
We have had Darrell Lea product for around eight years. I like the brand and how they manage distribution. We have achieved good success placing several Darrell Lea products at our counters, outside the traditional Darrell Lea fixturing. Liquorice Allsorts, Liquorice Bullets, and Milk Chocolate Smiles work especially well at our Tattersalls counter.
Unlike what you experience at a petrol station, we don’t have to make any pitch, our Darrell Lea selections sell themselves – because the counter is uncluttered.
We change the mix every couple of weeks and never display more than three Darrell Lea products at this counter. Less is more as they say.