This photo shows part of how we have been pitching the start of the Father’s Day season in the newsagency. To the left of this is a display of products that guys purchase and that are part of our everyday range. For the core display you can see we are relying on the cards, gifts and the opportunity that one of our customers will win a Kogan Flat Screen TV to pull traffic.
We are leveraging the prize through promotions outside the business.
The placement is set to attract people to the display and further into the store with the next level and the level behind that. We use a finely tuned floor display placement principle to attract shoppers deeper into the store. This is done through thoughtful placement and creating display structure.
We are competing with aggressive and professional retailers for this and other seasons. It is not enough to stick products on a table with a Father’s Day sign. We need to emotionally connect so shoppers want to spend with us and feel good while doing it. Our emotional connection starts with the LOVE YOUR DAD posters headlining the display – they are a welcome departure from the usual Father’s Day pitch in retail, they are an especially good connection to drive card sales.
The range of products will evolve further next week as the season interest intensifies.
Part of our Father’s Day strategy is to use the increased traffic driven by the season to introduce people to our broader offer. We do this through product placement and our discount voucher program. We show shoppers what else we sell and we financially encourage them to look at what else they could purchase.
This is the value of the major card and gift seasons in a newsagency business – to the opportunity to showcase and leverage the rest of our business. It is why we must look at seasons as being far more valuable than the seasons themselves.
Don’t be put off by the range of cards or gifts in the photo. We have plenty more in-store for Father’s Day. This is a major season for us.