The borders between retail businesses are more blurred now than ever. We are all playing outside what is usual for our respective retail category. Coupled with this is a reduction in loyalty due to online businesses and the blurred borders between retail niches.
The blurred borders make our windows and front-of-store displays more important than ever in attracting new shopper traffic.
We buy products specifically to use them to lure passers-by to the lease line and then into the shop. We change the pitch facing into the mall a couple of times a week, offering a different pitch to weekend traffic than we offer to weekday traffic. The Slumbies are a good example of us playing outside traditional newsagency space. I watched yesterday as the display attracted young girls an mums. The commitment to promoting products outside what people expect works. It’s vitally important to us.
Take a look at what you present to shoppers walking past today. Is it attracting people who would not usually shop in a newsagency? In not, you’re not keeping up.