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Discount vouchers continue to drive excellent newsagency sales results

dvpurchOur sales in the newsagency for the first quarter of 2015 are up 15% on the same period last year. While shop floor engagement, product selection and displays are a factor in this result, the discount voucher performance report shows the extraordinary value this front end loyalty approach is to the business.

Take this 60 cent voucher. It’s from a $10.00 purchase. The first time shopper spent the voucher on a $12.99 item they did not come in to purchase – doubling what the original intended to spend with us. It is a thrill to see this.

For a well established newsagency in a large shopping mall with another newsagency nearby, plenty of card shops, competitive supermarkets, Typo, Wild and other businesses in the card, gift, toy, plush, magazine and other categories, the result is excellent. While I am happy, I am not gloating. The result is a result of a thoughtful approach to the business.

The discount vouchers are a point of difference for us. We are the only business in our categories with this offer. Customers have noticed and reward us with their loyalty.

Since 25% of our shoppers are first time or infrequent, the vouchers are especially helpful in getting these people spending more in their one visit.

Newsagents who ask me for one thing they can do to improve their business, my answer is run discount vouchers – but do everything necessary to leverage their success. The vouchers alone are the tip of a broader whole of business strategy.

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Newsagency management

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