We are promoting the latest issue of Dolly magazine in its regular location in-store as well as this column-based location which is adjacent to the counter.
We wanted to promote Dolly to shoppers as they enter … especially so that One Direction fans who purchase one of our One Direction titles from the front of the newsagency. Hopefully they will browse Dolly and pick the title up. Leveraging this 1D traffic is crucial.
The free make-up kit is a nice premium gift and is sure to appeal to the Dolly crowd. This is another reason for making the magazine easy to see and shop.