The new moon board game based on the movie from the Twilight series has been selling very well. This is a new category for us and we wondered if it would work – especially with the major retailers going so hard on this product. We have done well by having the game in a good location and supported by professional merchandising and external marketing. We were tempted to discount to match the K-Mart price but have found that this is not necessary. Not all of our customers shop at K-Mart.
Mark – as a customer, not a newsagent, my view is that you shouldn’t discount to match K-Mart’s price. What you are offering is different from K-Mart. In K-Mart, a customer would probably have to battle to find a car parking space, battle with the crowds in the shop, then be prepared to wait in a long queue at the cash register. Many people are willing to do this to enjoy lower prices. But if I stroll into a newsagency, can see attractive displays of products, choose one and take it straight to the counter, and be out of the shop in less than 5 minutes, that is quite a different experience, and one that many of us are prepared to pay slightly higher prices for.
Yes, that’s why we are not disscounting them.