We are running another ink sale and as always happens we are welcoming new customers as a result of our letterbox marketing.
It is terrific finding new shoppers as a result of external marketing, especially customers for a product which is purchased wither regularity – like ink.
We have a cheap ink refill shop two metres from the front of our newsagency so it’s a pretty competitive situation. While they focus on refills we are 100% focused on brands and proudly promote this … brand name ink and toner at competitive prices.
We have been offering ink in my newsagencies since mid 2005. It is now the single most important category of ‘stationery’ we sell. It is important because the purchase is habit based and because it offers us a way of showing that we are competitive on price – while maintaining margin.
Our local Woolworths has just started stocking Ink Cartridges.. It should be interesting to see if my sale go down. I can see I will need to start promoting my Cartridges.
John,
My Woolies has also stocked Ink but like so many other products we sell people need advice and assistance, something which they wont get in aisle 5 or 6. Promote on price but also promote on service and you will be ok.
Cheers
Al
wiould be very suprised if you cant do them on price, we outdo every major in our area easily, and still maintain a healthy margin. we are into ink in a very big way