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Sunday newsagency marketing tip: help people feel good

angelI want people to enjoy my shop even if they don’t make a purchase, I want the visit or even a walk past the front to count for something – a warm feeling, a smile a memory.

I look at the front of the shop as a place for nurturing warm feelings and triggering an emotion. I am certain that if I do this people will notice and from this business will flow. Indeed, this is a factor in our 19% year on year growth – not the only factor, but an important one of many.

So, for sure, product placement is all about pursuing sales. However, I don’t see that road as being direct nor travelled at speed. Let me try and explain that. Take the journals in the photo, they are on display because of the warmth they share. That’s the first step. I know if they work at helping people feel warm or happy then sales will follow. Our placement is thoughtful and peaceful given the nature of the product. They are not cluttered with other product, they are not priced in a gaudy way or to sell on price.

In placing products at the front of the shop I encourage team members to ask – what do we want passers-by to feel? Not, what do we want them to buy? … There is an important distinction.

The more people enjoy what we have on show in our shops the more likely they are to spend and to return. While not always a short or direct road to sales, focussing on feelings is good for business.

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