Printer ink consistently accounts for 30% of “stationery†sales at our Forest Hill store. I put stationery in parentheses because we actually track ink as its own department – it’s certainly not part of stationery one usually finds in a newsagency.
What makes the 30% interesting is that this has been maintained while stationery has grown 29% since June 2007.
This is our third crack at ink. The first, just over three years ago, was okay. Our second, an online business – Inkfast – continues to work a treat. Our third, re-entry in the retail ink category around a year and half ago, has been very successful.
What is especially good about ink is its efficiency. Ink customers rarely purchase ink and nothing else. We are using this category to drive sales elsewhere in the business. Also, we have a high stock turn (we order two or three times a week) and a minimal real-estate investment. In a high-rent shopping centre this is most welcome.
The key to making ink work is consistent aggressive marketing outside the business. This is the only way to attract new customers. With the right in-store offer, they come back again and again.