In our Frankston newsagency the team has created a display of funky boxes and bags for packaging Mother’s Day gifts.
In the middle of the dance floor, the bright display is drawing attention to our offer and showing a range people would not often see in a newsagency.
As with any retail display, the key is an appropriate canvas on which to work – the blue tablecloth is ideal for the colour of the boxes and bags we have on display.
It was a real team effort Thursday, relaying the wrap category at Forest Hill. We moved it from the front of the card area to the rear, next to flat wrap. The change was part of our commitment to keep moving categories within the store. What you see in the photo will change in the next few months.
The impact of the move has been immediate. Up to last night, sales of wrap have increased by 50% – compared to the average of the last year of Fridays (out of seasons) and in comparison to the last four Fridays. Ths increase is because regulars see it whereas before they had become ‘blind’ to it. Sure, it is early days. We are all certain the increase will be sustained.
As a consequence of moving wrap, we moved four other categories and they are enjoying increased sales as well. This goes back to my comments here a couple of months ago about stationery – just by taking everything off, cleaning and putting it back in a different place sales will increase. This work of moving stock is more valuable for a newsagent than much of the paperwork suppliers want us to complete.
While sales of Christmas wrapping paper are strong, it is the bags which have been a sell out. From this small Aussie designed and hand made bag right through to the large licenced product like the Spiderman Christmas offer from Hallmark. Getting extra stock has been the challenge – not so much for Forest Hill which we had good data for but other locations where it was a bit of a roll of the dice.
I expect the sale of bags this Christmas to be huge if bag sales through the year are anything to go by.
Maybe it is because we are time poor (or at least we are told we are time poor) that bags are so popular. I think it has more to do with a better range this year than in the past plus better placement of bag displays in newsagencies and other retailers which are driving sales. Whatever, bag sales are strong.
The bags in the photo and others we have on offer are attractive and sure to help drive sales. The designs demand to be displayed so the whole bag is seen – imagine just the handle part showing, who would buy that? This is where newsagents need to be strong retailers and put the bags where they will be seen – completely.
This is how I’d like to display flat wrapping paper in any newsagency own from now on. Beyond the stunning look, customers love it – the product is easier to browse and easier to return to the fixture. It looks as if it is calling out take me take me. The angles fixture also makes it easier to display two designs in a single tray if you need to. The trays are made to order – so that the product is the hero.
Annualising sales since we first tested this approach seven months ago shows that we should generate close to $20,000 a square metre.
The idea for this display and the very specific measurements came from Ben Kay retail manager within my group.
Card companies are extending more and more beyond greeting cards and into social stationery and related items. Newsagents are taking up the opportunities of a broader product offering.
The challenge for newsagents is how to extend into what for some is a new category. Take the Lady Jane Note Blocks (see photo) from For Arts Sake. They are a brilliant gift, idea for Mother’s Day and beyond. Even though they come with an excellent retail display, it is not enough to have this unit alone – it needs to be part of a broader story of social stationery.
Newsagents moving into this space will need product from three or four suppliers so that they can create a striking visual display. They need sufficient stock and range so that social stationery can own its own space in store. This product cannot be located in the stationery department nor can it be located in the card department.
Products like the Lady Jane range work well when placed in a space of their own with complimentary products which, when seen together, demonstrate a choice for the consumer. The attractiveness of these social stationery items lend themselves to a bright and happy retail story. That cannot be achieved by one or two ranges.
The risk for newsagents is that they will be told by one card company rep to take their range of social stationery and nothing else. Better advice would be to take this range and be sure to get two or three other ranges too.
Social stationery is hot. It is not an easy fit for a traditional newsagency and requires different retail skills. The best way to learn how to make it work is to visit gift shops and some of the majors such as David Jones and Myer.
For me, success in the social stationery space begins with an appropriately diverse range.
Further to my post on the weekend about sales of flat wrapping paper, I should have also noted that sales of roll wrap are also strong. This display wall works well for us.
