In a newsagency a few days ago I noticed them selling Hallmark 2014 date books at the counter for $2.00. This is an item they got for a few cents to be used as a customer gift to help drive sales. The same newsagency had other items at the counter, also priced at $2.00, such as freebies with magazines – including a craft kit from the cover of Mollie Makes.
While the independence of our businesses is a strength, it is also a weakness. The image of every newsagency can be tarnished by the actions of one newsagency.
Newsagents selling items that should be free disrespect their fellow newsagents, their customers and the suppliers of the products involved. The same is true for newsagents who keep for themselves any item provided by a supplier as a customer prize.
The newsagent selling the date book could have been offering it to customers to drive care sales. Instead, they disconnected from the opportunity in pursuit of a small amount of revenue.
I know of a supplier some years ago that retreated from proactive engagement with the channel to barely active engagement on the back of evidence of some newsagents behaving poorly.