Click on the image to see the a larger version of the display created behind the counter promoting the latest One Direction magazine which came out Monday. The Girlfriend One Direction Aussie Tour Issue has been selling well for us. We wanted an in-store display to show off our credentials as the go to One Direction retailer in our region.
Doing this display in Mother’s day week may seem a curious decision to some. We thought about this and made the move to replace our Mother’s Day counter promotion with the 1D promotion for a few reasons:
- Mother’s Day has moved to the front of the newsagency, as it always does in the last week or ten days.
- It’s rarer in this last week that people in our centre would get to the counter and need reminding of Mother’s Day.
- The One Direction target audience are shopping this last week for Mother’s Day gifts – this and our other 1D product is an opportunity for them to get something for themselves.
- The single topic statement at the counter is bold, tightly focused and professional … it presents us in a good way.
Sales for this and other One Direction titles continue to be good. Even our posters are selling well despite plenty of retailers in our centre now carrying exactly the same range. Indeed this is why we are actively promoting ourselves as the One Direction hub in the region. Thanks to displays like this at the counter it is working and leading to valuable word of mouth for us.
I am surprised that there are newsagents who still ask what is or who are One Direction when I talk with them.