I completed a magazine relay in one of my newsagencies on Saturday, moving every title in all but two categories. I am not talking about slight moves, no, this was a major shakeup to reshape the magazine shopper experience and to drive basket depth.
Men’s magazines, for example, were moved from an aisle into what I call a nook space – a reading area toward the rear of the store. Very shopper friendly. Plenty of space to gather and chat. We now have more full face covers on display – showing off the full cover pitch from publishers. It’s a reading smorgasbord for guys.
The photo does not do the display justice. You can see four bays – the whole area actually has six bays. Where we think shoppers will be prepared to look for titles we have fanned them so that we fit three or four titles where we would usually fit two titles.
I am very happy with the new look for magazines in this newsagency. Now we wait to see the impact on sales.
For newsagents wondering about a relay, I recommend a relay at least once a year which some tactical changes in between times. The goal here is to keep the magazine offer fresh for shoppers and for your team. One of the most important ways to reflect your point of difference is in your magazine layout.
Looks great but do you get the the same grumble we get, “you keep moving things and I can’t find what i want”.
We move stock anyway as it means we have a major tidy up and itsamazing what you sometimes find whereyou don’t expect it to be.
I like to swap things round too, but get the same grumbles from customers. Some guys have only just started to get used to the 4wd section being between fishing and caravaning instead of with the motorbike section. I think it makes sense; the guys just don’t cope well with change… Planning on re-doing my stationery section this month if I can fit it in. Then we’ll get some grumbles. Just go with it people, its easier to find stuff if its arranged logically!!!
Logical relays are definitely the way to go. We tend to place stock as we would look for it if we were in another store. Sometimes the magazine categories make little sense to me such as Mother Earth and Warm Earth. They are sorted to the science and technology categories by the suppliers but to my mind are gardening magazines and we place them as such.
Attention must also be given to locating categories next to or near other stock lines that may benefit from people browsing like or related products.
I agree with Brendan about some categories – I generally take no notice of the categories from publishers, but group like items together. At the moment I even have some Home technology/solar energy mags down with the gardening stuff (and Owner Builder!)
Your men’s are looks great Mark. Has anyone else had excellent success with COACH magazine by the way? I did have it next to Mens Health but was really impressed at the sales as I did nothing special with it last issue.
My view is that newsagencies should do a rely at least once a year. What you learn is valuable and what you gain sales is terrific.