Australian Newsagency Blog

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

Newsagency marketing: a card leads to a soft toy leads to a gift

Mark Fletcher
May 15th, 2014 · No Comments

A ada purchasing a Mother’s Day card on Saturday was thrilled with the $1.50 discount voucher he received. His daughter grabbed it and said now can I get it – she ran and brought one of the $12.95 Beanie Boos from our stand out the front of the newsagency. Ok said the dad. They received another discount voucher, this time for under a dollar. They left happy only to return a couple of minutes later with a mug for Mum for Mother’s Day.

The gift they had planned for mum was a dinner in the Dandenongs but they decided to add the mug because of the $1.25 discount voucher.  A total of $33.85 in purchases over three transactions and a total discount of $2.75. Our investment of $2.75 lifted their spend with us from $7.95 to $33.85. I am thrilled with that.

These are not regular customers – they were at the shopping centre because they were attending a sports event nearby.

This is an excellent example of where a traditional points-based, card-based, loyalty program would not have led to the same commercially valuable result for us.

When you develop a loyalty program for your newsagency, make sure that you offer a program that customers love, is easy to engage with and actually drives sales. 

I think the discount vouchers program I am running in this newsagency is a key factor in our 11% Jan-Mar 2014 vs. 2013 magazine unit sales lift.

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Category: Management tip · marketing · marketing tip · Newsagency management · newsagency marketing · Newsagency opportunities

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