To make way for Family Circle at the counter, we moved our Dolly display to the entrance to our main women’s magazine aisle. This stand from ACP makes it easy for displaying titles with free gifts – especially titles which appeal to women given the location.
It also puts the Twilight themed Dolly in front of shoppers who may not have vivited for a magazine purchase.
This second photo shows the back of the stand. You can see that we are also pitching Dolly to shoppers as they leave the magazine aisle. Too often these merchandise display stands from ACP are only used on one side. Use of both sides drives better sales.
While there is a bit of work involved in moving a display from one location to another, we find it worthwhile. It freshens the offer and helps us balance titles we are promoting. We make these decisions based on what we know about our customers and not because of demands from publishers.