We have sourced a terrific range of premium Christmas wreaths to feature in-store and in our Christmas marketing for the newsagency this year.
While we are promoting the Christmas wreaths in-store, it is online where we are using the wreaths to change how people see the newsagency.
I think it is important we do this – redefine our newsagency businesses through products we choose to carry. Every time we have success with a product that is not a traditional newsagency product is a win – it also shows us what is possible.
While it frustrates traditional newsagency suppliers, more often than not new traffic generating products are being found from suppliers that do not have a track record supplying newsagents.
While only time will tell if the wreaths work at challenging shopper perceptions, people are commenting already. The real measure of success, of course, is the revenue they generate.