We have a selection of titles from well known crossword brands (Lovatts, Woman’s Day, That’s Life, Mr Wisdom and Puzzler) in a stand which is facing shoppers as they leave our newsagency. This is in addition to our crossword section toward the read of the store, next to women’s magazines.
This co-location is part of what is helping is generate a 25% increase in units of crossword titles sold. Seriously, 25% year on year growth.
Thanks to our pocket counting we are certain that more than half the growth is coming from this display unit.
The success of this unit in driving incremental crossword sales for us goes to show that there are other locations in newsagencies which can work for products besides the best location facing shoppers as they enter the store.
Publishers who push newsagents for billboard displays and the very best locations could be losing sales by not taking a more tactical approach.