I was disappointed to see the latest issue of Donna Hay magazine bagged. As a food title it needs to be browsed – one only has to watch how customers interact with the title to understand this. While the free pot holder is a nice gift, is that, the magazine cover and the masthead enough to get someone buy the title? Infrequent shoppers will want to see what is inside and this is what the bag stops. In a supermarket or convenience store where there is less browsing, maybe. But not a newsagency where magazine browsing is a key point of difference we offer.
With a few days on sale under our belt, we were finding it difficult to get any sales with this one. We think it is the wishy washy pastel colours, meaning it doesn’t stand out. So this morning my style consultant changed the display, made it a pastel feature amongst other cook books and bingo!!