Attention to detail is vital in driving product sales in the modern newsagency. Putting products out on display can work but making products look the best they can is essential.
Take this large graduation bear we have in the newsagency. In the photo taken immediately after he was put on display, he looks okay – nice and big, cuddly, well made. But to me he didn’t look quite right. He looked average, not as alive as I felt he could look, not as appealing to shoppers walking past and glimpsing the display.
I spent a few seconds grooming the bear, around the eyes particularly, and he immediately looked different: alive, more appealing. I hope you can see what I am talking about in the photo – especially when you compare it to the first photo. The face of this bear looks 100% better in my view, more likely to attract shoppers.
This level of attention to detail is vital in retail. Indeed, we have a kit of products we use to refresh products to being them to life – brushes, a hair dryer and more. We use these to make items we sell look more appealing and, through this, to drive traffic and sales.
With sales in the category up well into double digits year on year the attention to detail is paying off. While not the only factor in driving growth, I am certain it is a factor.
This is one area where we have to leave behind being a newsagent and focus on being a special interest retailer as the special interest customers who purchase items that benefit from grooming notice the attention to detail.