We are promoting the latest issue of MasterChef magazine with a display facing customers as they leave the store. This is in addition to a tactical co-location campaign for the title.
The goal with the exit display is to have one last crack at getting shoppers to browse and purchase the title. I love the way our team members have used some simple elements to create an effective display … making it about more than just a magazine poster.
While I think that MasterChef magazine has its regular customers, I also think that a reasonable portion of purchases are on impulse. Hence our multi-layered approach to grab this impulse business. This month;s Rick Stein cover should drive a nice boost in sales too.