I took the photo from our counter, looking across at the Dick Smith store which opened at Forest Hill in December 2008. From our counter we can see their excellent range of ink and toner. Next to Dick Smith and even closer to us is a government owned Australia Post shop – also with an excellent range of ink and toner.
When Dick Smith opened we felt some pain in ink and toner sales. This was short-lived. Our ink sales are as strong as ever. I am sure that ink sales in Dick Smith and Australia Post are good too. I put our success down to consistent engagement with the newsXpress HOT Ink! strategy – brand name ink at great prices and marketed regularly through brochures delivered to homes and businesses around us.
Rather than being swamped by the competition, the arrival of Dick Smith especially, we have lifted our game. We have broadened our range and extended our marketing to ensure that ink remains a growth category for us.
Ink customers, once they trust your knowledge, range and prices, come back again and again. We like that.
Looking across at the Dick Smith ink display from our counter is a great motivator.
Within eyesight of our shop we have 5 other stores stocking ink, but we are constantly increasing our sales month on month, not only by being competitive on price but by offering faster service. Harvey normans, chandlers, and other stationery shops want to sell printers not ink so we pick up thier customers.
You should never be afraid of the competition as long as it is fair competition.
We have not really promoted Ink in the past, but are now trying to get into it…
We have researched the ‘Best Sellers’ and are in the process of developing an appealing offer to our customers to help us build a better business.
To start the process, we have got all the shops in the centre to purchase off us (including the anchor)with extremly good prices. We have got the local School interested and they are keen to support us. This is where our challenge is, to be and maintain a competative advantage what general mark-up/margin do people generally maintain (excluding promotional specials)?