I love the way Mother’s Day is being pitched in my newsagency by the team. I saw the new display it last weekend for the first time. It is personal, heart-felt and warm, an absolute delight. I love that it speaks to a diverse group.
Here is a photo of the front of the Mother’s Day gift display. Note there are separate displays on the back and side.
It is not until you get closer that you notice the mix of products promoted and the broad age range being served.
And then, to the left side you see the personal messages, heartfelt messages from team members about their mums. Customers tear-up reading this.
And here is the view from the back looking out into the shopping mall.
And out the front of the business, on the lease line, we have Mother’s Day cards.
While there are things one could pick apart from this display, as with every VM display, the pitch the team has created here is different to what you will see in many newsagencies. I am thrilled with it and proud that the team came up with the idea and executed it as they have done.
This is the type of display we need to see more of in newsagencies. Something different, personal and unexpected.
After I saw the display on the weekend I went and had a look at the display in the other newsagency in the centre, also the Wild store and several other card and gift shops. Ours is the most different. All the others are traditional – and I get that as there is comfort in tradition. But there is opportunity in change and that is what I love about what the team has created in my business.
Mother’s Day is a vitally important season for our channel. When most customers shopping for a card for a season such as this, newsagencies are top of mind. We maximise that opportunity with good displays, well stated and backing this with strong social media engagement. Plus, we have to do this in a way that is relevant to people engaging in this season from several generations.