Newsagents are excellent at creating visual merchandising displays, especially magazine displays with collateral provided by magazine publishers. We are also good at allocating space to merchandisers for their displays. Given the common collateral, there can be a sameness to these displays.
I’d encourage newsagents to give employees free rein on a regular basis to create displays without using any supplier collateral. My experience is that team members come up with displays with excellent visual cut through, displays that are genuinely unique to your business and therefore more likely to be noticed than the same same displays using supplier provided collateral.
A display created using materials you have made and be visual fresh air. It’s certain to boost team pride in the business.
In addition to this display running at the moment promoting the latest issue of frankie magazine (click on the image for a larger version – we used a simple B&W copy of the cover for the backdrop), we have recently done displays promoting crosswords and Smith Journal using materials we have created ourselves.
Now to suppliers reading this … no, I am not suggesting newsagents stop using what you provide. rather, I am suggesting a break every so often to encourage greater in-store creativity.