We had the opportunity to take on a two-for-one deal from Pacific Magazines for their first two New Idea Masterclass issues. We leveraged the value promostiion included in the collateral by placing the products in a dump bin on the shop floor. It’s working a treat. We’re at 45% sell through of the package in three weeks and should easily hit 75% by Christmas. Most customers are buying these as gifts.
This is an approach we will trial with some other magazines bagged with past issues. Promoting them too as two-for-one or three-for-one deals. I certainly think separating them from traditional magazine fixturing is appropriate given that they are not a traditional magazine offer.
The bonus is that the purchases are on impulse – nice extra margin dollars.
These bagged products work a treat at
Xmas but the problem is when they arrive
all year through.
Yes June. We will be trying a different approach through the year – bunching several together in a dump bin.
We’re now at 55% sell through.