We made a crazy change to magazine placement in the newsagency on Friday last week – placing entertainment / film magazines between car magazines and motorcycle magazines.
The photo shows the result of the move. Click on it for a bigger version.
I call this a crazy move as it is against what is usual or reasonable or expected for magazine placement in a newsagency.
I made the move to interrupt / disrupt as I know this increases the opportunity for products to be noticed. My goal is that all magazines in the display are noticed more as a result of the changed. An increase in noticing a product is the first step to increasing sales.
With magazine sales falling, anything goes in terms of placement. Now is not the time to do what is usual as that will only facilitate usual, declining, results.