Ted Rogan, GNS Chairman, writing in a recent GNS newsletter warned newsagents in shopping centres about the need to outpost – to take casual leasing space outside their newsagency at key seasonal times.
Ted’s timely warning was specifically about Back to School. He shared the news that GNS had been approached to supply outpost only businesses. GNS refused to agree to this, maintaining its support for newsagents.
Outposting is vitally important to shopping centre newsagencies. I have seen situations where two or three outposts through the course of a year can more than double the profit achieved by a business. The keys for success with an outpost are:
- Location. Take only a location which are are certain will deliver the traffic to justify the rent.
- Be bold. Timid outposts deliver timid results. Go big and bold. Among the best outposts I have seen at the back to School outpost at Macarthur Square in Sydney and the seasonal outposts at Roselands. They are big and offer a diverse range of product – far more than available in the newsagency for the seasons they cover.
- Cost structure. Buy well (very well) and staff at the lowest cost possible.
- Leverage the main business. Use the outpost to promote the permanent business you have in the centre. Do this with a promotion or some other activity which drives outpost customers to the main newsagency.
As Ted Rogan says, newsagents in shopping centres should contact their landlords ASAP to lock up space for Back to School. Stop a group outside the newsagency channel from sneaking in and taking this business from you.
The photo is of the Mother’s Day outpost created by the team at newsXpress Wetherill Park. The Wetherill Park team regularly outpost with tremendous success.
I am surprised no one has commented on this. Are newsagents interested in outposts?
maybe most already do it anyway .
Shaun, you are probably right…Mark,maybe most bloggers here own strip-shops like myself who dont have outposts as an option.