We have launched our campaign for COOK, the 600+ page cookbook from ACP. I blogged two weeks ago about how Big W was spoiling the party for all retailers by selling COOK at cost or within cents of it. We let Big W play their gorilla game and run stocks low before launching our own offer. While we are discounting the title more than we planned, the gift certificate offer keeps the discount spend in store and, hopefully, builds loyalty.
Our display has been up for four days. Sales are good. Most have been an add-on to an existing purchase. We’ve located the display near our cookbooks to drive sales within the food category.
What I like about this offer is that it broadens our appeal – something newsagents need to do more of.