Last week, just before Easter, we moved the magazine department from the body of the business to the back wall. Not as punishment, not out of frustration. No, we moved them as a result of careful thought and analysis and consideration of other uses of the magazine fixture we had on the shop floor.
At the back of the shop we have room for a more enjoyable shopper experience, more space to browse, more titles with full cover display, deep pockets to hold more copies of a title and a bette tier age solution for seeing the whole range we have in store.
The biggest challenge of the move is the need to draw people to the back of the shop. We are making that easier with good sight lines, good lanes to the back of the shop and clear signage.
We already had half our titles on the back wall, now we have all of them there in a more consistent display.
This move is the first of a series of shop floor moves that will enable us to expand in a couple of net new traffic driving product categories. It is like playing with the kids puzzle where you move plastic squares around to make a picture. The picture we have in mind is fresh and fun.