Sunday newsagency management tip: manage your counter for success

Confectionery is the most common product available for purchase at the counter in most Australian newsagencies. This is how it has been for decades as we have copied others with a last minute impulse purchase of a chocolate bar, chewing bum gum or mints. Since we’re copying everyone, margin is not ideal, indeed, it’s below the average margin we need and should be relentlessly chasing.

Too often, newsagents are stubborn in considering breaking free from confectionery at the counter. I put this down to fear that an alternative might not work and laziness in that they don’t have to think about alternatives. The reality is that plenty of newsagent suppliers offer good alternatives, higher margin alternatives, alternatives that could replace just some of the space taken by often under performing confectionery.

The glitter twist bangle in the photo is a good example of an ideal counter line that is better than confectionery. It’s purchased on impulse, has an excellent margin and moves your store away from a me-too counter.

Newsagents can be lazy when it comes to their counter. I know I have been. If what you are doing at your counter today is what you were doing a year ago, two years ago, longer – step back and reconsider your position.  Is it the best you can do? Does it serve your business needs? Are the products delivering the margin, return on space and return on investment you need? Do the products reflect a point of difference?

Make a decision about what you want your customers to do at the counter, what you want them to buy on impulse. Be a retailer and manage the counter for your success.

Sometimes we complain that our customers don’t recognise our businesses from others. This is our fault. We control how different opur businesses look – outside mandated shopfits such as lotteries of course.