Kudos to Jim and Amanda for the transformation of their newsXpress Sandgate business that enabled this successful and inspiring transaction last Saturday morning. In their own words on the private newsXpress member Facebook group…
Kudos to Jim and Amanda for the transformation of their newsXpress Sandgate business that enabled this successful and inspiring transaction last Saturday morning. In their own words on the private newsXpress member Facebook group…
Terrific result Mark NessXpress and the owners must as stated be very pleased Shows what can be done with challenging the retail sector with new product
it’s also good to note the newspapers (3) and magazines (2) were also purchased.
Mark I disagree that newspaper purchasers are solitary purchases and they don’t buy anything else. My experience says otherwise.
Every purchaser of a newspaper has a friend a relative Aunty Uncle Brother Sister a lover (one or two) somebody to congratulate or share some sort of social expression with -then there is home needs stationery etc.
Won’t go on just to say that they may not buy them in the same purchase as is above in your post however stands to reason that they may buy 3-4 cards per year some stationery when needed lotto (maybe) a gift or two anyway all of this is in the till tape above.
yes newspapers mags and stationery are fading however a customer is there to be converted as you quite proudly and rightly presented in this post.it’s interesting that they bought a SMH and a Courier Post Telegraph and Australian constituting a really broad range of readership.
Great stuff.
Graeme, the evidence does not support you on the efficiency of newspapers. Basket analysis for years indicates the average is that 18% or fewer newspaper purchases have something else in the basket. Newspapers are inefficient. Further, not only are other newer categories more valuable in terms of GP, they are more valuable in terms of basket depth.
Mark,
What about the newspaper purchaser that comes back at lunch time and buys a card. You cannot trace this type of purchase usinf digital data. It has to be done by observation. Best thing to do is to dump newspapers and see the result. Choice unfortunately is up to individual.
I totally agree that the marging is appalling however, it is what it is. We either use it or lose it.
Graeme there is some loyalty card data that captures behaviour of the shopper who returns. Not enough to be statistically safe. However, indications that paper shopper coming back are rare. Newspapers are among the least efficient basket-wise for newsagents.
Just as newsagents ditched home delivery runs, they will ditch papers. All that is to be argued about is time. Publishers can change this trajectory with a respectful margin.
Graeme,
You don’t need to trace it
Work the counter of a diversified newsagent and you will see the traditional newsagency customers do not cross over.
It’s not just papers, lottery also. 90% of lottery customers buy nothing else.
In my experience it is magazines that are less easily understood. Magazine buyers do buy other high margin items.
Colin,
I have based my opinion on just that. Working the counter and human transaction over a period of time during a day.
you are quoting 90% etc How do you assess this? if you don’t use data. You can’t assess transaction in a percentage way “over the Counter” Mark uses digital date for his explanation -yours is unexplained
and frankly it has nothing to do with the reality I have experienced.
If you read the comment from the store owner above and se the ’til tape he backs what I say about the importance of consumer habit rather that digital data which is a result of that human behaviour not a cause of it.
“popped into buy some magazines and posters and saw etc
It wasn’t a homeware gift shop the they popped into and then bought “some papers (4) extraordinary at that and magazines (2) it was the purpose and then the result.
stop playing down our extistence and use it to progress. others do it in retail and we are going broke by not recognising our product and transitioning the people power to change our future.
don’t knock, it embrace, it use it, progress or go broke.