The display of green magazines which we started in May continues to work for us. It expands as necessary with new titles and special issues. As the photo shows, we have it between gardening and home and living titles. Shoppers leaving our women’s aisle get to see this selection. We also have some of the titles in the more traditional location, our science and environment section – but that is in a less busy aisle.
We use beacon branding principles to promote these titles. This means using defining mastheads in a blocked way to draw attention to a section. For example, this section will always be headed with at least two, maybe more, pockets with the word green on the masthead.
I’ve seen shopper research indicating that beacon branding is key to driving sales is departments with considerable stock – such as the magazine department.
We have about five to six pockets dedicated to this. I was asked the other day “Where is the Green section”? – So it’s great this genre is taking off, albeit slowly.