While on the Gold Coast yesterday, I saw the coupon being used in the Gold Coast Bulletin newspaper to attract consumers to the half-price offer. Prominent in their pitch is a drive for subscription sales. Given the retail only status of some newsagents involved in the campaign, this ultimate goal of taking sales from retail to home delivery is cheeky.
While I accept that the publisher has to try and drive sales, I think the Gold Coast Bulletin publisher is missing an opportunity to build loyalty around consumers who prefer an over the counter newspaper purchase. I am certain that newsagents would embrace such a campaign.
I was skeptical at first but soon realised it would drive sales from the supermarket near into my store.
It hasn’t taken off in my store, readers don’t seem to read the offer.