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The more valuable shopper for the newsagency

gifwindowWe decide who steps foot through the front door of our shops by the pitch in our front window. A windor promoting low margin product will attract low margin shoppers. A window promoting lottery products will attract lottery shoppers. The window promoting higher margin homewares will attract a shower for homewares.

We decide who shops with us and their likely spend based on our front window.

I can’t make that statement often enough to newsagents. Retailers get it as it’s retail 101.

The photo shows the front window from last week at one of my newsagencies. In this display we are pitching good margin funky product to the homewares and gift shopper. It’s part of a cycle of regularly refreshed window displays we are using to attract new shoppers to the business, shoppers who are looking for higher margin gift and homewares lines. It’s working.

This window display is an example of us making conscious choices as to who we want to attract. As I have noted previously, is easier to convert this higher margin shopper to purchase what else we carry than to use traditional newsagency lines to convert to purchasing these items.

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Gifts

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  1. Brett

    Homewares is our hero department right now – sales up big %, average sales values well over $20.

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