newsXpress stores across Australia this weekend are running a nationally co-ordinated and promoted sale that is gaining terrific attention. This is the second such promotion in the last month that leverages the national footprint of 230 stores and an online and social media presence reaching deep into the community.
What is interesting is that technology has been the key to link the businesses together, to get them to act as on with a common purpose and single national message around a single national offer.
What is even better is that the promotion is for a product category that newsagents are not known for, a product category attracting more males than females and an age group appeal of between 18 and 34, a highly sought after group for the newsagency channel where at least 60% of shoppers are female and 70% of shoppers are 35+.
While you could see this post as marketing for newsXpress, my objective in writing about this is to share an example of how a group of newsagents can work together on a national campaign with a single national purpose. As all the stores in the group share common suppliers, common pricing and websites that connect them, making such a pitch is easier.
The campaign is different to the old-school mid year sale, Christmas sale and back to school sale our channel has been known for. Personally, I think those sales serve little purpose today because they are in crowded marketplaces with big business competitors who attract far more attention.
To me, the best sales are when others are not running sales and where you can structure the sale to maximise the GP opportunity as well as the margin dollars result. That has been the focus of the latest two campaigns.
The latest campaign kicked off with a tease on Facebook, on several different Facebook pages, on Wednesday this week. That tease post reached 50,000 people in a few hours. In-store, the result was people calling asking about sale items. Over Thursday and Friday I heard from retailers saying they have seen new customers as a result of the promotion.
While magazines, newspapers, stationery and cards remain important categories, it is new categories through which we can attract new shoppers – as long as we work together in such a way as to leverage the national footprint.