Weight Watchers and Diabetic Living both respond well to co-location. So, in addition to prominent placement in the health section of our magazine department, we give each title two pockets above popular weeklies.
This week, we have started Weight Watchers and Diabetic Living off above That’s Life and Take 5. The placement switches on Monday when we place them above New Idea and Woman’s Day.
In the right situation, tactical co-location like this can result in more sales from the second location than the main location for a title. This is certainly true for us with Diabetic Living. This suggests that in our newsagency it is not as much a destination purchase as an impulse purchase. there is where co-location reaps good rewards.
Co-location needs to be a considered tactic. Considered in terms of the titles you co-locate, where you locate them and the duration of the co-location. I have found that it is important to watch your customers and understand the parts of the magazine department which attracts the target shoppers.