We are promoting activity books from Five Mile Press at the front of the newsagency (ideal for school holidays) including Sesame Street titles. Shoppers who pass this then pass a Sesame Street plush display – the brilliant and highly successful Sesame Street Lamppost from Jasnor. Locating the two items close together like this helps drive sales of both.
Regulars here would know that I love well-known brands. Branded products are easier for us to sell. Sure cheap China product may have a better margin but it’s not as good today as a year ago and will only get worse. I’d rather have the brand focused traffic than cheap-ass shoppers looking for cheap China product for the long term health of my newsagency.
Sesame Street is one of those brands – easy to sell and it supports a healthy margin.