This is a photo of the front of one of my newsagencies from Saturday.
Looking from left to right you can see how we target groups of shoppers. We have our plush department gently spilling out the side of the store then we have our diary story followed by boxed Christmas cards and some selected gift lines then we have an interactive toy offer on the far right. Click on the image to see the detail. Each product grouping is in a defined space, targeting specific shoppers.
The displays are low profile. Shoppers drawn to these can easily see inside and a broader range of products.
The time we spend on the front of the store, facing into the mall, is like a marketing investment for us. We see this space as a living catalogue or flyer … designed to attract new shoppers to our business. Hence the attention on connecting with a range of demographics.
Shoppers can enter through three points. Pushers, trolleys and wheelchairs all fit, just.
I have talked a lot here and elsewhere this year about the Newsagency of the Future. This store is my living version of it. But it’s a work in progress as any newsagency should be. We like to have at least two items and / or product categories at the front of the store, facing into the mall, that shoppers would not expect to see in our business. This is our way of bringing them on a journey of change with us.
Mark, out of curiosity, don’t you worry that a passer-by might just walked passed those “Monstaz” toys on the left and take one?
No. We spot stock take and theft is minimal. One every couple of months.
We have placed stock out front of our store for over 10 years and have experienced similarly low theft rates for product. The increased sales more than counter the theft we experience.
Mark, is this shop in Penrith?
Sorry Pat it’s in Knox in Victoria.