We are promoting the latest issue of Dolly magazine (out today) at the counter because of the premium gifts accompanying the title. Historically, Dolly has not been an impulse purchase for us. Their recent gift strategy has seen this change. The gifts set a benchmark and an expectation which will be a challenge to maintain. I expect this latest issue of Dolly to move quickly because of the relevance of the gifts to the target reader.
Hmmm. We’ll see. Personally, I think they’re bloody awful this time around- a bit of a disappointment, given how good past gifts have been.
I’ll eat my (the hat) if they sell out as quickly.
Y&G,
We’re a little dissapointed in the freebie too. I don’t think it speaks to Dolly’s target market. Happy to be proven wrong though.
We usally see Dolly move very quickly (especially since the implementation of its freebie strategy), but today may be the slowest on-sale sales I have seen from the title in a long time.
We’ve had plenty of the demographic interested in this mag come into our store yesterday, and by now would have almost sold out (for what our small alloctions’s worth).
Haven’t sold one, yet. Lots of icecream, drinks and lollies, a quick look at Dolly (featured as Mag of the Week), but no takers.
Dolly is probably our best seller of late. A rare sell-out product, usually.