With this poster spread around Melbourne, 7-Eleven makes a pitch that should have been owned by newsagents. Years ago, while the myki public transport ticketing system was barely a thought, 7-Eleven trumped newsagents and negotiated unprecedented access to offer top-ups.
While newsagents were offered similar access it was on a store by store basis. 7-Eleven established itself as the only network consistently offering myki product access. This is, in part, what allows them to run the strong ad campaign reflected by these posters.
Newsagents are losing the fight for relevance in convenience retail in part due to the commercial power and strong leadership of 7-Eleven and in part due to a lack of consistency of the newsagency offering. Whereas decades ago we were strong convenience retailers, today I’d say less than a third of newsagency retailers play i the convenience space.
Convenience newsagents need to connect with a convenience brand if they are to more successfully combat 7-Eleven. More than this, they need to follow the leadership of a brand and act consistently with any such group.
In the convenience space, a one size fits all approach is vital.