Like many newsagents we have kept premium pens off the shop floor for fear of theft. Recently, we moved them to next to our everyday pen display. Sales have increased as a result. We think this has occurred because people have had easier access to browse the range and because they see pens they might have otherwise missed.
Our first additional sales were almost immediately on making the move. We were thrilled.
Sure, we are concerned about the prospect of increased theft. However, we have more expensive items on the shop floor elsewhere in the business and spot checks indicate product heft is not a big issue for us. We will monitor the situation and move if necessary.
The space behind the counter has been given over the product which lends itself more to this location placement.
The moves I am writing about here are part of the never-ending dance today’s newsagency business needs to give shoppers a fresh experience and to provide us with opportunities to explore new product categories in spaces previously occupied in the old set-and-forget approach to newsagency management.
I still run a premium Parker Pen cabinet next to my ordinary pens and they still sell extremely well.
For the first time this year when I did my Mothers’ Day order they were out of the first two categories of pens and when I asked the Ancol Rep (we have no Parker rep here in SA any more) they said the
pens were sold out B4 they got the catalogue for MD.
Obviously Parker must be experiencing good sales which augurs well for all of us
who carry the product.
I thought my cabinet was too big but it doesn’t matter what I put in there – it sells.
A Parker Pen still makes a lovely gift and it
is a very good sale.
June, our rep told us Ancol was having difficulties dealing with Parker. When they eventually got a deal together Ancol only originally ordered 4 of one of the packs. The rep said he could sell a minimum of 20.
We have heard Parker is going to push into kmart and Target etc, wether that is right or not time will tell.
We’ve moved away from Parker due to the supply issues here in SA. We now stock Cross Pens thru BPM (formerly Alexander Brands) great range, great service, happy with the change and a more progressive range!
Ben, you are supposed to inform me of these changes because I am old and you
are young and more upmarket than me.
I liked the word “progressive”.
I already deal with BPM so I will get their
rep to show me the product.
Ben for goodness sake tell your father so he can tell me at our “leisurely luncheons”
ps. hope it is the Ben I think this is?