What we sell in our retail businesses defines us more than the shingle above our door. Likewise, product ranging decisions are how we can recast out businesses and how shoppers see us.
Take lotteries. No matter what else you put in your shop or how amazingly diverse your product mix is how locally connected your business is, the Tatts or Lotterywest corporate image is the first thing passers-by will see and this will define your business in their minds. It is what will define how they engage with and consider your business while inside and after they leave.
No, I am not saying get rid of lotteries from your even though that is what I choose for my businesses. That decision is yours you to make alone.
My point is, be aware of what it is that really brands your business, and be aware that the name you trade under is not as important as you might think it is.
It is your products and / or services that people see a the front of the shop in prime position. This is why I often write about what you need to display at the front of the shop. What you can pitch to change the conversation is key to attracting new shoppers.
Even with lotteries there are things you can do in-store to divert eyeballs to what else you have.
The one place where you are in control and define your business on your terms unencumbered by the branding and other demands of the lottery businesses is online, on Facebook and elsewhere.
Sadly, many newsagents blindly promote lotteries online, ignoring the freedom they have to be smarter.
Tatts and Lotterywest don’t force you to give space there so go for it. Recast your business online. Make a pitch that speaks to how you see your business outside of agency lines for it is in these places where you will find new shoppers.
Every time you make a lottery pitch online your remind people you run a newsagency. If that is not what you want to do, stop pitching lotteries and traditional newsagency lines online.
So, what type of shop do your customers think they buy from? Try and change their impression through what you stock and what you pitch online in the fresh clean space that you control.
Now more than ever you have to play against the history of the shingle and the expectation of agency lines that will not play as big a role in the years ahead.
The main demographic of my social media presence are women. I do advertise BTS and major seasons on Facebook and this has been very successful for me but I always try to make my posts unique and not just a speel. Most people know the products newsagency’s sell so I use social media to educate potential customers about new non-traditional ranges. As for lotteries, there is no way I would use social media to advertise this as what is an easy next step for customers, click online after seeing my post or get in the car and drive in store? Not only that, why would I support a business who does not actively support my business?
Mark out of curiosity what type of business do your customers think they are in
Mark
I am getting a new logo and store image fairly soon.
Do you think I should even mention the word “news”or “newsagency”? We are transitioning by doing what you suggest with non traditional lines being prominent.
I am currently thinking that if the public see us as a newsagency(and they do) then I should be v careful about taking that word out completely.
Paul I’d guess around a quarter think of us as a newsagency. The rest are split between collectibles shop, plush shop, gift shop and pop culture shop.
We don’t have lotteries and never have had.
Billy if you have lotteries ten that guide the decision. It all depends on your product mix.