Australian Newsagency Blog

A blog on issues affecting Australia's newsagents, media and small business generally.

Sunday newsagency marketing tip: pitch Christmas based on what the shopper needs right now

Mark Fletcher
December 8th, 2013 · 2 Comments

There are two types of shoppers newsagents could appeal to in the next few weeks with display areas and or services target at their very specific needs:

  1. Time poor shoppers. Create a FAST CHRISTMAS SHOPPING area where people can find a card, wrap and gift in shorter time. You could do this with a separate area in-store or you could do it with a shopper assistance on standby ready with suggestions and armed with knowledge of where everything is in store. Personally, I like the shopper assistant idea. This would be someone who can also process the purchase once selection has been made – by jumping and line.
  2. Last minute shoppers. In the week before Christmas find space to pitch IDEAL LAST MINUTE CHRISTMAS GIFTS. In some cases these need to be major gifts while in others stocking-stuffers will be what people are looking for. These items don’t need to be discounted – last minute shoppers tend to care less about price.

In both cases I’d suggest you promote the service in advance of launch. Make sure the offer can be seen from outside the business. Ensure your team members are trained on how to make these work.

By focussing on the needs of groups of unique shoppers we can drive sales and attract more shoppers.

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Category: marketing · marketing tip · newsagency marketing

2 responses so far ↓

  • 1 Jenny // Dec 8, 2013 at 7:10 AM

    It’s actually fun cruising about shop helping customers and having a chat, just a balance with time and staffing especially on magazine days.
    Customers appreciate old fashioned service and its far more satisfying for us than just serving from the counter.
    Certainly sets us apart from Big W – NO staff whatsoever, Myer – try finding a staffed register let alone floor staff, and DJ’s who used to do this well but again it’s – staff? What staff?

    0 likes

  • 2 David @ Angle Vale Newsagency // Dec 8, 2013 at 9:22 PM

    Jenny, I am having a ball serving customers. After 12 years in an office, seeing maybe 2 customers a month, this is a revelation to me. Everyone is greeted on entry, and then left to their browsing, but observed. As soon as I see someone obviously seeking and not finding, I am there to ask what they need.

    Often we have it, they just didn’t see it, so I can direct them to their needs. Sometimes we don’t, so I can offer to get it.

    Yesterday I had a gentleman looking for laminating pouches; the local school bought my entire stock the day before, but he only needed one for that day. I gave it, no charge, but he will be back next week to purchase the pack.

    Yes, these are them things that set us apart from the big retailers, that let us be personal and “make the sale”.

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