Last weekend we ran Better Homes and Gardens and That’s Life Reader’s Recipes at the counter in one of my newsagencies, between newspapers. They sold well! At least six copies of each from this location alone. More sales were achieved from the usual location for each of the titles. This is excellent incremental and impulse business to primarily newspaper customers. We have ordered more of each title as a result.
We newsagents are better placed to drive this type of impulse business than supermarket, convenience and petrol outlets. we can be smarter in placement. We can decide what to promote based on specific covers and what we know about our shoppers. Our competitors promote titles based on what they are paid to do. So, we can leverage our individuality to our benefit … as we have done with these two titles.
We keep changing what we promote with newspapers because of the regular newspaper customers we see. Impulse purchase displays should not remain in place for more than a few days otherwise the sales are not worth it – unless you have a low number of regular daily shoppers.