We have embraced the column near the counter at our Frankston newsagency as a magazine display opportunity. We keep evolving our use of this obstruction – this stops our team and our customers becoming store blind. It served as an ideal location for promoting Zoo Weekly last week as it is at the end of the men’s magazine aisle.
Too often, newsagents see columns like this as a barrier, something with which to do battle. This usually ends with the column being cluttered, covered with junk and becoming more of a battle. By embracing it and telling a bold retail story, we use it as an opportunity – we force ourselves to see the column in a different light.