I receive emails regularly from people reading this blog who ask just what it is an Australian Newsagency sells. In addition to news, information and dreams, we also sell emotions. Greeting cards are a key part of our business, especially at seasonal times like Valentine’s Day. Go into any of Australia’s 4,600 retail newsagencies today and you’ll find the best range of Valentine’s Day greeting cards. It’s this seasonal point of difference when newsagencies shine. It’s like church at Christmas, you kow, when the priests ought to pounce on the once or twice a year church goers and make hay while the sun shines. At seasonal times people think of newsagencies because of the range of cards and because it’s a ‘safe’ place to buy cards. You don’t see many blokes buying cards in a supermarket. So, seasons like Valentine’s Day give newsagents an opportunity to restate their point of difference and to remind suppliers about our unique position on the retail landscape. We use the Valentine’s Day traffic to promote our range of magazines, art supply specials and stationery. Here’s what part of my store looks like for Valentine’s Day:
The day is far from over but already at my place we’re up more than 100% on last year. Love is in the air.
Your display is impressive visually and quite interesting.
I do however think you need suggestive signs that tell the consumer what to do. For example; You’ll get a warm welcome if you get her one of these!” or “Roses are red, teddies are cute, buy this and you’ll be beaut”
Suggestive selling is a very powerful tool
Cheers
Graham