Earlier this year we nervously moved craft magazines to a lower shelf location, below weeklies. The downside is that shoppers have to reach down to select a title. The upside is that more shoppers are at this part of the magazine department than any other.
In January through June 2014 we racked up a 45% increase in craft titles sold. Once we take out popular one-shots and partworks we are still achieving 20% year on year growth. Craft and hobby titles account for 7.27% of our otal magazines sold.
The move was a success.
We can grow magazine sales by actively managing the layout of the department: by engaging in where and how we place titles.
Over the six month period our magazine sales are up 8%. This is a good result on the back of a $100,000 sales base for the same period in 2013. In the all-important weeklies, our unit sales are up 8% year on year.
Our magazine sales growth is due to active engagement with the department and the consistent promotion of our Discount Vouchers. The Discount Vouchers are driving shopper loyalty and for the weekly magazine purchase that is vitally important to us. The shoppers we lure back with the program purchase other items to then fund their magazine purchase.