Newsagencies are destination shops for learner driver books. We often treat this destination product as a poor cousin, hiding it in the back of the stationery department when, in fact, we ought to treat it as a hero product – something to show off us as carrying.
One approach could be the creation of a learner driver display with these books, L plates, P plates, car magazines and in-car accessories we might carry. This way we could make learner driver books more of a hero product and remind our customers that we are the retailers for these types of products.
Newsagencies have other products like learner driver books – products that serve us well and for which we are well known. The more complete we embrace these and built incremental business around them the more valuable they become to us.
Back in our past there are many more opportunities like these.