This simple and colourful post on Facebook worked exceptionally well for us. In addition to terrific online engagement, we saw action in-store as a result. What I love the most is that the product gave us a way to pitch diaries in a way that was more engaging, more successful.
The post is from over a week ago. The engagement data shows it to be one of the most successful promotions in months.
Simple is best when it comes to social media.
We have the Better Homes and Gardens Christmas impulse unit located on the lease line, next to key traffic drivers to maximise the opportunity.
The bonus festive cakelet pan is a terrific opportunity for us to differentiate to what is in the two Coles supermarkets in the shopping centre.
We have been running Christmas BHG promotions for years. They always drive excellent incremental business.
I am told that any customer wanting the remaining 42 issues of the Art therapy partwork must subscribe. If true, this leaves committed newsagent putaway customers in the lurch and disrespects the work of newsagents who have supported the title.
Like so much of what happens in this channel, communication on this issue is poor. It is frustrating.
The questions that need answering are:
Magazine publishers have expressed concern about newsagents reducing magazine space in their businesses. It is decisions like this that play into these floorspace allocation decisions.
Every day in a newsagency, or any retail business, the owner or manager is interrupted by people who should not have easy access. Some do it because they know the can term their way to some business with most the interrupt.
Here are some ways to reduce these interruptions, if you do want to reduce them:
Reducing the noise from and attention grabbing by unsolicited reps and businesses can de-clutter your time and this could help you focus on what really matters to you in your business.
David Spears interviewed the CEO of LottoLand on Sky News. Click here for a report of the interview and a story about a looming ban for Lottoland in Tasmania.
Be sure to watch the video in the story. At 7:57, Luke Brill, Lottoland CEO says when talking about Tatts: they’re using the little newsagents as pawns in the game. Lottoland launched targeting newsagents, using newsagents as pawns in the game.
At 8:06, Brill says 15% of Tatts revenue comes from the online space.
Brill is right about this. I also think he is right when he says Tatts has no interest in protecting newsagents.
Sure, Lottoland is a menace and a competitor of newsagents. However, tatts is a much bigger competitor and it is growing faster than Lottoland.
Small business retailers love to call out for people to shop local and save jobs. Often, such pitches consist of sharing art created by others. I think a more personal pitch is more likely to get better engagement.
Make a more personal pitch by using your name and telling more of a story.
Here is a pitch I saw in front of a coffee shop recently. That I noticed it shows some level of cut through.
Here is a close-up of their second sign. I am sharing this as it is an interesting type of engagement – shoppers donating to get a tattoo for the business owner.
This shop is in Copenhagen so there may be local interests and culture at play here. Jack wasn’t there so I couldn’t find out.
I guess my point is that we all have to find our own way on how we engage to pitch shop local. Sometimes it is easy. Other times it takes a few missteps before we find our way.
There is a party shop in Melbourne that is already discounting Halloween products by 50%. This, on top of deals in Coles, the Reject Shop and retailers elsewhere make everyday, low-value, Halloween unprofitable for plenty of retailers.
Our focus is on party, costumes and more specialty themes. These are places where early season discounts are less likely.
No business wins from early season discounting.
It is a good feeling starting the day with $685.00 in revenue in the bank, from online sales overnight. Not a single sale was to someone within easy distance of the shop. These are customers we will never see.
To those who will ask questions about this…
This is not a one-off. We get sales every day in this specific store. I mention it today because I was talking with someone yesterday who said they could not imagine selling overnight. In fact, 48% of our online recent revenue has been when the shop is closed.
This TVC from Lottoland was in high rotation on free to air TV last night. It is a clever ad, looking like regular, timely, programming. Looking like legitimate lottery products on sale. While I get that state governments are crawling to resolve the Lottoland operation challenge, Lottoland appears to be spending like there is no tomorrow.
Check out the stunning puzzle magazine section I saw at a news and magazine outlet at Copenhagen airport. I like their use of the front of the fixture from the front to the corner to the side, the placement of pens and pencils, the value offer and the shopability of the display. Every centimetre of space is used deliberately and effectively.
Check out the extraordinary display of history magazines at a news and magazine retailer I visited this week in Copenhagen. Their extensive range of history related titles is extraordinary. We would be lucky to have 10% of these titles. While I get that history would be a more popular category in Europe than Australia, the extent to their range compared to ours is surprising.
I have been in Copenhagen this week, immersed in the Shoptalk Europe conference, which brought together attendees from high street retail, online retail, tech companies and venture capitalists.
The conference has been especially timely given the intensification of focus online in Australia as a result of the Amazon move.
The most interesting presentations were by retailers outlining how they are using tech to drive innovation in their businesses. Most are quite candid about their experiences and results.
Speakers included folk from plenty of retail sectors including flowers, bikes, services, gifts, fashion and homewares.
There were some terrific presentations on how businesses have transformed from traditional high street models to omnichannel.
Not one presenter spoke negatively about investing in online. While that might match your expectation for a conference like this, the environment was open and candid. Successes were detailed from revenue growth to something and basic as neutering the impact of the decline from a legacy part of a business by growing i a new online-focussed area.
Stephen Lowy from Westfield was a speaker on Monday, talking further about the expansion of Westfield beyond its traditional property play and into a collaboration-focussed data / tech play. This week Lowy went further than I have heard him speak in this at past conferences. If you think about it, Westfield has similar challenges to newsagents, but win a bigger scale.
Every speaker was from a business that invested in their future. They had gone out and pursued new traffic and more efficiency shopper engagement. They were not sitting and waiting to see what happened. They were making it happen. It was invigorating.
I am not sharing specific insights here as this is not the place. I plan on leveraging what I have learned for and with those I work with in the newsagency channel and elsewhere.
There is no time to waste. Every retailer needs to be online, so they can be found by anyone, anywhere, and shopped 24/7. Think of business today as a race to cash. Whereas in the past you might think about another shop in town or in the next town that a local customer could purchase from. Today someone who could spend money with you could easily do it anywhere at anytime. You have to match this pitch.
Regulars here would know that through newsXpress I have driven an advanced online strategy with several customer-facing websites. That is on track to expand shortly. Shoptalk Europe has helped to flesh out my 2018 planning.
These are exciting times for anyone who enjoys change.
Footnote: The conference opened with a performance by the Copenhagen Drummers. Their performance set the tone for energy, focus and enjoyment.
I am frustrated with the world is ending type reporting relating to the arrival in Australia of Amazon. Most stories are not reporting. Rather, they are ignorant speculation, fear-mongering. I even wonder if they reflect a wish. Unfortunately, the wrong people are quoted, like the ever-shrill Gerry Harvey.
I hopped into the studio last week and shot this video to provide some perspective on the arrival of Amazon and to share some thoughts. While I shot this video for use through my POS software company, I think it may be of interest to some here:
Like any good competitor, Amazon challenges us to improve our own businesses. What makes them different to other competitors is their back-end efficiency. This is where we are challenged, where must focus the most on what we do and how we do it.
Amazon will set a benchmark in terms of fulfilment from how items are packaged to speed of delivery. Their investment in Australia will include encouragement for more Australians to shop online. This is an opportunity for us.
I hope the video offers useful thoughts rather than the sky is falling stuff we have been served by local news outlets.
Fairfax papers today have useful commentary on tap and go fees. It explains the cost of the current tap and go compared to a regular eftpos transaction. This could be a good article to link with your own comments, on your business facebook page.
Newsagents who are part of the Pacific Magazines nexus program have a terrific marketing opportunity to this week thanks to this Christmas-themed gift with purchase with Better Homes and Gardens magazine. These cake pans will be popular – but you need to be onto this right away.
Placing the display unit at the front of the store, where every customer entering the business can see it, will increase sales. This is not a hope, it is fact based on the sales results from last year. Comparing the performance of stores with a gift with purchase offer in a stand like this placed in the best location versus those without and those who did not leverage their stand.
My advice is if you are part of nexus, go out with this stand right away, in the best location. Plus, promote it on social media. This is a traffic generating opportunity as it differentiates your business from competitor businesses. Understand the value of being able to say shop here for this limited-edition gift with BHG that it will be hard your you to find in other retailers.
Yes, I have said here before that promoting magazines on social media is usually not worth it.l This is different in that you have something to promote that others do not have. That is why I say go for it!
If you compete with supermarkets, c-stores, petrol outlets and similar, actively leverage this offer as they will not have it. This is your moment to distract from them.
How well we as a channel engage will be watched not only by pacific but by other publishers. This is out opportunity to show we can do national differentiating promotion well.
While the gift with purchase pack does have a slightly higher cover price, the increase is considerably less than the value of the gift.
Note: retain these bins as the December issue of Home Beautiful will be supported with another NEXUS only GWP that is also themed around Christmas and is a bakeware.
I follow Crap local news on Twitter. Their tweets of newspaper posters and headlines are hilarious, like this one.
Plenty of newsagency supplier representatives will have an opinion on shop layout, fixtures and related topics. While these opinions can be useful, they need to be considered knowing the retail experience of the person and their core motivation.
Shop layout and fixtures are changing rapidly. Unless you are actively invested in retail businesses yourself, your perspective may not be current or useful to those being asked to make the investment.
The best advice is that which you can give yourself, based on your own business data and your own retail skills as well as that which you can access from any retail management or marketing group of which your business may be part.
Using an interest tag on a Facebook post can reduce the reach of the post. However, it can also ensure the post is seen by more people who will appreciate and / or engage with the post.
My advice is that you research a tag prior to using it. Get a feel for its value in terms of reach. If you gauge sufficient appeal, use it.
I used the tag teacher recently and got a post seen by people who may have otherwise missed it. The actual reach of the post was lower than usual yet the practical engagement was higher.
Tagging interests takes time. The rewards can be valuable.
Years ago, Saturdays used to be big in retail newsagencies, back in the day of fewer lottery draws, little or no Sunday trading and less late evening trading.
Today, the value of Saturdays has slipped for many retailers including many retail newsagents.
Something needs to be done to reinvigorate Saturdays. What it is that needs to be done will vary based on local situation. My advice is that you engage with a considered, planned, campaign to lift Saturdays. Make shopping your shop on a Saturday more fun and more valuable.
Here are some suggestions to get you thinking of what could work in your shop:
What ever you do it has to be about your business as it is the commercial outcomes you are looking for. I mention this so you can focus on what you need rather than what a local group may need / want ahead of you.
Of course, you could do nothing about Saturdays and your numbers in the future would continue the trend you are on today.
Here is one of placements of Better Homes and Gardens plus the Better Homes and Gardens All I Want For Christmas title, Better Homes and Gardens Code Crackers and That’s Life Word Search blocked together.
This blocking works as to leverages the brand connection of three of the titles. It results in more multiple purchases and we like that.
Try it, it works.
