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Maybe a sales counter reset could help your newsagency in 2025

The traditional newsagency counter, once a haven of confectionery and impulse buys, has evolved.  As shopper habits further shift and newsagencies diversify, the opportunities available from a reset counter are considerable.

Managed effectively, the counter can significantly boost your bottom line. This requires dedication – consider it your most valuable real estate.

Suggested rules for counter excellence:

  1. No visible food or drinks unless for sale.
  2. Banish personal items like bags and phones.
  3. Daily cleaning is non-negotiable.
  4. Weekly counter refresh: remove all products, clean, and rebuild.
  5. Minimal signage – every message must serve a purpose.
  6. Employees must purchase from the customer side.
  7. Limit the number of staff behind the counter.
  8. Quarterly counter overhaul – for both staff and customers.
  9. Always assess the counter from the customer’s perspective.

What to Place at the Counter: prioritise profitability:

  1. Set a minimum gross profit margin (e.g., 50%).
  2. Select items that define how you want your business seen, that differentiate your shop.
  3. Select items ideal for with quick, easy sales.
  4. Consider your customer base: lottery players, card buyers, families, etc.
  5. Tell a story with your product selection (e.g., “Fun for Kids”).
  6. Don’t be afraid to experiment!

Counter essentials:

  1. Always feature a rotating selection of cards.
  2. Demonstrate products: play with toys, throw a light-up ball.
  3. Showcase new arrivals and price them visibly.
  4. Highlight engaging magazine articles.
  5. Experiment with pricing – find what works best.

A best practice display is clean and simple: Avoid clutter. It also involves thoughtful / strategic placement: Interrupt transaction sight lines.

Now, for some counter upselling techniques – engage customers: use conversation starters:

  1. “Have you seen this?”
  2. “Kids love this!”
  3. “I love this.”
  4. “We’re running a poll…”
  5. “This is our Facebook deal…”
  6. “Look at this recipe in Better Homes and Gardens…”

Upselling requires practice and confidence. Find what works best for your team.

By implementing these strategies and embracing a customer-centric approach, you can transform your newsagency counter from a cluttered afterthought into a profit powerhouse.

Success lies in understanding your unique customer base and adapting your counter accordingly. Continuously monitor sales, gather feedback, and refine your strategy. By embracing these principles and fostering a culture of innovation, you can unlock the full potential of your newsagency counter and drive significant growth for your business.

If your counter has not significantly chan ged in the last few years, resetting your counter is likely to be an easy win opportunity.

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