Take a careful look at this photo and see the value of thoughtful product placement. Click on the image to see a larger high-res version of the photo.
Look at the squirrel: he is looking up at the acorn-like ornament being held by a hand above his head. The hand is attached to a larger figure outside the photo. This thoughtful placement places each item in a connected scene. The scene represents a story. It is theatre, in-store.
Rather than lining products up as you see in mass retailers, this display is more thoughtful, more entertaining and more engaging. It is the type of display you see in a higher end homewares or gift store. It is a display newsagents selling gifts could do. All is takes is thoughtful engagement with the products you purchase with care, with a view to telling a story.
Telling a story like this requires obsession with storytelling, in the belief that the story will drive sales. It does drive sales. I saw it for myself.
We can’t be average in visual march rising choices we make in our newsagencies for average makes shopping with us unmemorable and there is no commercial future in that. We have to thoughtfully buy and thoughtfully engage on the shop floor.
Looking around my newsagency a couple of days ago I saw plenty of opportunities for this level of engagement. Opportunities for linking products, even products outside the same departments. All it took was inspiration from this squirrel display.
Footnote: a reader messaged me asking why write this on Australia. Well, many newsagents are working and with most businesses closed I figured content that challenges might get more attention than at a busier time.