A few weeks ago we created a co-location space for craft titles on an impulse magazine stand at the front of our magazine department. Our goal was to get shoppers who do not shop the last third of the store, where our craft section is located, to see the titles, browse them and, hopefully, purchase.
This approach is working. We are regularly filling pockets on this stand and while some purchases will be by shoppers who would have purchased anyway, sales data indicates that we are driving incremental business with this tactical approach to co-location.
We have display units like the one in the photo. We use the top part of the display unit for displaying product with which to pull eyeballs – using highly sought after titles – and the bay below to offer titles which could / should appeal to the person attracted to the magazines in the top section.
As with much of what we do with magazines, we keep moving titles and categories around. We find change an effective way of driving magazine sales.
Footnote # 1: to those who think that I think magazines are dead. Why would I invest time in this and the many other thinks I try if I thought that? We have an opportunity for two to three years as I see it. The current retail disruption brought on by the closure of borders and some newsagencies helps those of us with smart magazine management practices to drive incremental business.
Footnote #2: to magazine distributors and publishers. Only newsagents would do this, continue to rotate titles and co-location. Not supermarkets. Not convenience stores. Not petrol outlets. Yes, only newsagents engage with your products in a more creative way … and we do it without asking you to pay for this extra attention and effort.