We are promoting the latest issue of Top Gear Australia at the entrance men’s magazine aisle but within eyeline of those leaving our women’s magazine aisle. December is a great month for achieving sales of magazines to shoppers who would not usually buy them. Top Gear is one of the titles we target as a good Christmas gift and this has guided our placement for promotion of this issue.
We plan to use signage to guide shopping of magazines for Christmas gifts with some in-store marketing collateral – different to the poster we did last year. This year, we are experimenting with bookmarks.