Australian Newsagency Blog

Despite a stunning display, Easter eggs did not work as well at our Frankston store as we expected.

It was our first Easter since buying this business and eggs were a new category for the business. We did a best guess purchase and got it wrong. What is odd is that we took the same approach out at Watergardens and there it worked a treat.

While there are obvious demographic and store location differences, there are other boundaries for us to consider. The Watergardens shop-fit positions our business as having a broad product base. Our Frankston store, yet to be re-fit, is a traditional newsagency. This traditional fit is part of the issue - we need to not push the product mix boundaries too much until we reposition the overall business.

We have added other categories in Frankston with success since taking over: ink, plush and books. We felt invincible. The easter experience has been a lesson for us.

Easter has been a lesson - not only for the Frankston experience but also for the overall soft sales due to prices and weather.

We have $1,000 in eggs left. The sale started Thursday - this is the best day of the week for moving discounted stock.