We are engaged in what I would call a perpetual magazine relay in one of my newsagencies. Not a week goes by without is moving categories and rearranging titles. This work is done based on analysis of sales data and considering customer flow. We chase growth first up and then consider how we can support falling titles and categories. Our attention to layout keeps the magazine offer fresh. This is good in a shopping centre situation where some days up to half your customers may not be regulars.
While our perpetual relay may seem extreme, think about the other extreme – newsagencies where the location of magazines is not reviewed.
My experience is that a major magazine relay needs to be undertaken at least once a year. If this is not done, newsagency employees and customers become store blind and the shop can feel like it is not moving with the times. While some older customers will complain after a relay, the sales lift will make those few complaints worthwhile.
A relay in a newsagency with around 1,200 magazine pockets will take two people around half a day to complete as long as good planning has been undertaken in advance.
In our newsagency where we are engaged in a perpetual relay, we spend less than a hour a week.
If you want to do a magazine relay but are not sure where to start, call or email me and I’d be glad to help out.
Do something though – don’t be an old school newsagent with the same magazine layout year in year out.