newsagency marketing

I was talking with a newsagent recently about challenges they are facing – a new supermarket is opening nearby and a local Officeworks is undergoing a major refresh. My newsagent colleague was worried about this new competition, like a deer caught in the headlights.

This newsagency has many strengths, few of which were being leveraged. This situation is not uncommon as newsagents often get caught in running their businesses and dealing with the archaic practices from some suppliers that they do not see big picture opportunities for more creative and valuable competition.

We talked about his situation and the opportunities which I saw.  Here are some of the suggestions I made which should have a broader appeal, suggestions designed to play to the strengths of the local newsagent:

1. Be visible.  Newsagencies are open long hours yet they are often lit in such a way that they are not a beacon. People driving along at 6am should be drawn to the business.  I drive past several newsagencies on my way to the office at around 5:30 in the morning.  They are open but dark.
2. Let people see your offer.  Too often, newsagency windows are covered with magazine and other posters.  Take them down, take them all down.  Clean your glass.  Let people see what an awesome shop you have.  If you don’t think that your shop is awesome, make it awesome!
3. Be first.  Newsagents get magazines out before supermarkets and some other retail channels.  Tell your customers this.  Also, let people know what is in new today.
4. Promote local.  Let local shoppers know what you are doing for their community.  Set up a community bulletin board.  Let your shoppers know what their support for local shopping will do for their community.
5. Make service matter.  Have your best people on the shop floor offering genuine and knowledgeable help.  This will beat Officeworks every time – as long as it is not just lip service but genuinely better customer service.
6. Add value.  Find ways to add value to shopper contact.  Beyond better customer service and advice (in 4 above), talk to suppliers about giveaways, create advice sheets on topics which you know will interest customers, offer free home delivery for bulky items.
7. Sell more than you stock.  For example, setup a home office display and offer flat pack furniture.  Either carry the stock in your store room or offer next day delivery.  Take people beyond the traditional newsagency experience.
8. Have fun.  Smile more than the people who work in Officeworks, supermarkets and other competitive outlets.  Create an environment which is enjoyable to shoppers.  If they enjoy the experience they will want to experience it more often.

If you are feeling the competitive challenge, step up to it with your own unique voice and actions.  Be different or be ignored.

Think about your strengths and play to them.  I am sure that every newsagency business has more strengths than are currently being leveraged by the business.

This list is by no means complete.  Brainstorm with your colleagues in-store, talk to your customers.  Share your ideas here.

I was talking with a newsagent yesterday who was frustrated at the high cost of labour on a Sunday.  His comment … all they do is serve … stood out.  I asked what stopped him scheduling work to be done on a Sunday, as you would a regular day.  He agreed that they had time to get projects completed during the day but was concerned that he would have to train them.

Sunday trading is often seen by newsagents as retail (serving) only.  I see it as anther regular day in the work week, getting projects completed, moving the newsagency forward, creating new displays, refreshing old displays, making sure that the business looks different than it did a few days ago.

If you do treat Sundays as a day for serving only then you;re probably not making as much of the premium labour cost as you could.  I’d encourage newsagents not engaged in making the most of Sundays to do so. Create some projects or tasks. measure outcomes.  See how much time you can save from your busy Monday workload and maybe adjust hours as a result.

I have been in New Zealand twice in the last two weeks – returning yesterday from the latest trip. On each occasion I have had the opportunity to speak with a range of retailers. They are doing it tough, tougher than in Australia. The New Zealand economy was struggling before the Christchurch earthquake. Since this awful event shoppers have pulled back and this is impacting retail across the board.

The good news is that entrepreneurial retailers are employing new ways of attracting customers. The best I have seen is the local connection. This made me think of newsagents.

Pitching for local business in support of the local community is a strong message for New Zealanders who are working together to lift the country from the considerable economic and emotional cost of the Christchurch earthquake.

This same message works for Australian newsagents. It is our point of difference over other local outlets selling newspapers, magazines, greeting cards and stationery. Most newsagents can say: we live locally, we shop locally, we employ locally and we support local community groups and charities.

Making the local connection can be powerful for a business. It can be a way to rebuild in tough times as some New Zealand businesses I have seen this week show.

The key is to move forward. Too often I meet people, newsagents and other retailers, who wallow in self pity about economic conditions or personal circumstances. If that energy was directed into taking small steps forward they would find their situation improve. This is what I have seen earthquake affected retailers doing in New Zealand in the last week.