We have used a visual merchandising specialist to create this display at the front of one of my newsagencies this week. The display faces into the shopping mall. It is designed to draw shoppers from the mall to the store to browse … and shop.
We wanted to demonstrate a diversity of product. Diversity from what one sees in a newsagency and diversity from what is on show elsewhere in the centre. We also refuse to engage in the SALE mentality which has so many retailers under a spell right now.
In person, the display is inviting, warm and compelling. It connects with bears, homewares, gifts and country themes. We think it will attract shoppers who will find other products in-store which appeal to them.
I watched last night as shoppers were drawn to and interacted with the display. While it had only been up for a few hours at that stage it was working.
This is what we need to do, play outside the traditional newsagency square and engage in professional retailing to take us from being the forgotten retail channel to something which is exciting, professional and enjoyable for today.