As I mentioned yesterday, Hudson News in the US is a terrific business with well run retail stores that are consistently good at what they do.
I got to one of their stores yesterday in an airport location and saw the perfect pitch for this location of the business.
In the photo below note how they use the front of the store to attract shoppers while their shingle, their name, remains old school.
The main traffic driving unit at the centre of the entrance is promoting travel accessories for those listening to music and watching content on their devices.
Magazines and newspapers are there in the product mix but not front of store, not even where passers-by can easily see them.
This image and what Hudson News is doing is a good example of what I have written about here plenty of times, using products to tell people about your business, to attract them to the store.
The future offer businesses is less about the shingle and more about how the business under the shingle behaves. A brilliant named business that is not forward acting will be a poor business. A forward acting and shopper centric business with a name drenched in history will have a brighter future.