Three weeks ago I got to see the latest toy category performance data for Australia. It makes for interesting reading. I was particularly pleased with the result achieved for games and puzzles as this is a segment we embrace.
More and more newsagents are realising they can compete with then old-school specialty retailers in a range of market segments, including toys where games and puzzles usually reside.
Games and puzzles are a natural fit for our businesses if you think about it. We are the largest retailer of crosswords in Australia. Our everyday customers like games too. So, as I note, games and puzzles are a natural fit for our businesses.
It surprises me that newsagents don’t active embrace the games and puzzles segment. Some do, but not the majority.
There are five or six key suppliers in this space. I know because of my work with newsXpress they are engaged and supportive. The opportunities for attracting new traffic through games and puzzles is terrific.
In one of my store we will do more in the games and puzzles than stationery this year. While the buying work is tougher and has more risk, the reward is far greater.
Through our buying and ranging we we can reset how shoppers see our businesses. The games and puzzles segment is one way we can do this, one way we can through products reach shoppers who might otherwise not visit our businesses. Of course, this only works if we promote the new range outside our businesses.