We moved the floor display unit promoting the Pacific Magazines win a car promotion to partially block one of the entrances to the business Thursday. It’s worked a treat – delivering more sales of the promoted titles. That’s Life and Who have especially benefited. I think the incremental sales have been as a result of the new placement of the unit and the simple marketing message. Watching customers tells us its working at attracting traffic from the mall in front of the business.
I like this display unit as it enables us to promote magazines on the lease line without giving up too much space to the low margin category. In addition to promoting these Pacific Magazines titles, it unit acts as a sign-post proclaiming: magazines here.
We sell a few monthlies from this display out on the lease line but I find with the weeklies customers tend to have a read and then put the magazine back.