We are promoting Harpers Bazaar in its usual location deep in our main women’s magazine aisle with an A2 poster placed above a double column of stock. We chose to do this to promote the free Collette Dinnigan T-Shirt which comes with the magazine – the pack looks better opened out rather than folded as you will see in most retailers.
Like similar displays we have done in recent weeks, our hope is to educate shoppers about this regular location for Harpers Bazaar – it can be seen from outside the magazine aisle.
While we continue to promote magazines outside the magazine aisles, it is these in-location displays which have got my attention at the moment since they reinforce repeat behaviour around a title –I hope for this at least. We are being careful to not overdo these in-location displays. We have set ourselves a limit of no more than three across the whole magazine department.