The Norwich Evening News ran a story yesterday about the challenges facing UK newsagents. The story reports that they are closing at the rate of one a day in the face of tough competition from national retailers.
While I understand the pitch of use us or lose us, consumers will shop in newsagencies only if they see them as relevant. This is our challenge here and in the UK – to be relevant in today’s marketplace.
We are challenged by history, supplier relationships, rules and a cost basis which is not as flexible as could be useful to changes to our model.
The newsagency of the future will not be a newsagency.
The “use us or lose us” really is a stupid approach. As the basis for a plan of action it lacks any foundation or substance. As a marketing pitch its lazy and a perfect example of what NOT to do.
If consumers aren’t shopping a UK newsagencies its because they aren’t, as you say Mark, relevent. Promoting this message is usuless because consumers clearly don’t care if they lose something they don’t use.