With so much AFL generated traffic for footy cards and newspapers, it is good business to have a broader range of AFL products. While we have the usual mix of gift items. There are a couple of products that stand out for a special mention, the socks and the keychains. We have both in good impulse purchase locations and both work a treat for us: good margin, easy impulse purchases, leveraging destination shopping.
This is one example of how we can leverage lower margin destination traffic for greater margin dollars in a purchase: good buying, tactical placement and having the range in at the right time in the season.
Timing is everything though. The time to get in on these opportunities was months ago to buy right and to integrate the opportunity with your in-store plan for display.
Actions like these, around a sports season or the like, need to be undertaken deliberately, as part of your business growth plan to maximise the traffic opportunity.
No one will do this for us. Moves like these we have to make for ourselves.