Two weeks ago we relocated newspapers a further three metres into the store. They are now at the end of our diary wall. There has been no negative impact on sales as a result of the move, no complaints from customers.
We made the move now as we were able to do it as part of a Christmas reconfiguration of around half the floorspace of the newsagency.
Since we are not paid for space allocated to newspapers we need to manage their cost (labour and real estate) and leverage the traffic they generate. The decision to move took into account these factors.
If newspaper publishers offered promotional programs designed to drive over the counter sales then I’d most likely offer them more support in-store. Instead, newspaper publisher promotions are about shifting sales from retail, from us. Near to us, they have a history of happily give their product away.
I know I am not alone in moving newspapers deeper into the newsagency. More and more newsagents are deconstructing their traditional newspaper aisle end display units and using this space for better margin products and products that are more connected to the long-term future of their businesses.
Did the same thing a month ago. Put a second table with giftware where the papers were and sales are great. Had some complaints but just told them the exercise is good 🙂
We actually moved our newspaper stand from the front of the store to just past our front displays and drink fridge when we refurbished 4 years ago. About 12 months ago we moved it even further into the store (past our fresh produce and in front of our bakery department – we’re both a supermarket and newsagency). No impact on sales at all. It makes people walk past the visually exciting and sweet smelling fresh fruit and vegetables and stops them in front of a display of cakes, slices and biscuits.
A small percentage of people will complain when you make changes. The key is to make change the status-quo. If you continually change the store, customers expect it and are far less likely to complain.