We are promoting the latest issue of Men’s Health at our lottery counter – in addition to our usual location for the title. Around 33% of customers presenting at this counter do not shop further in-store in visit – they may venture deeper in another visit. The lottery counter location works for magazines for us. Good Food is the most recent title we promoted in this location with an extra three of four sales we probably would not have otherwise achieved. I think the space works because it is free of the visual noise of the more traditional magazine fixturing.
Our focus is about trying to drive a better return from lottery customers. Just as we try and drive a lottery result from more traditional newsagency item customers. There is balance being pursued in all of these small moves. It is what we have to do in newsagencies.
I like the stats in this post.
I am not sure how many Newsagents merchandise around your counters, this stat really says maybe we should do more.
How do we do it though with so much other retail for sale around these areas.
I am still looking at recessing my counter somehow to fit more magazines for impulse sales, and also trying to dabble by putting Acrylic A4 holders / A5 Holders in prominent positions around that high traffic area. Looks nice if you try to make it professional.
Love that 33% Stat though.
Derek, The challenges are choosing the right title for the counter, making sure there is no clutter around it and changinng the offer to the time of week. For example, garneding magazines on the weekend etc.