I was disappointed to receive the Australian Women’s Weekly and Good Health double pack priced at $10.95 on Wednesday when we still had more than half our AWW stock and had just that day received the new issue of Good Health. My view is that these now regular discount offers from ACP are training customers to not pay full price for magazines.
The other issue with the offers is that my stock holding increases for what appears to be no commensurate increased in return on inventory investment.
Also, customers considering the discounted pack will often still browse the full price products before making a purchase decision.
I created a successful loyalty program for the magazine department which focuses on the whole department. This program is now widely used in the newsagency channel. It is designed to get customers spending more on magazines. It does not target any specific publisher. These title specific promotions do not focus on the whole magazine department.
I understand why ACP does it. I am under no contractual obligation to like it.