The team at our Frankston newsagency took a basic looking crossword display which was not working that well and created a border and cap which beautifully frame the offer and draw customer attention.
This unit is in front of the photocopier, just at the end of the counter. It is using what used to be dead space.
The border is easy and cheap to make (but difficult to attach). Its purpose is to frame the offer and make the magazines more visible to shoppers. With so much colour in a newsagency it is easy for displays of magazines to get visually lost. Hence the value of a border to pull focus and generate sales – especially a monochrome border as we have used here.
Crosswords are a good category for counter promotion. At Frankston, they account for 7% of all magazine sales and appeal to a wide demographic. We know from our work over the last new months that we can achieve double-digit growth year on year from this category. They will be a semi-regular feature at the counter.