We are promoting Shop Til You Drop to our customers as they leave our women’s magazine aisle. This is on the back of an ACP magazine stand. We have been using this space for several months now with good success – most recently for Dolly. Even though gardening magazines are on the fixture to the left of the display, we are able to promote other titles on the display and drive sales.
This is a new premium promotion space for us. We had to find new space when we reduced our traditional power end displays. We reduced traditional promotional locations in pursuit of change and because we needed that space for higher margin product. The change has resulted in uncovering new and valuable display opportunities – especially this space on show as people leave the aisle.