Leveraging the photocopy customer with Better Homes and Gardens

We have placed the bright Better Homes and Gardens display unit next to our copier in pursuit if our goal to achieve greater efficiency from copying sales.  Photocopying, while delivering an excellent margin for most newsagents, remains the least efficient when analysing sales basket data.

Between 65% and 80% of sales including photocopying are for copying alone.  That is, customers come in, get their copying done, pay and leave.

As I have written here many times in the past, we are constantly looking for ways to drive impulse purchases among copy customers.  The placement this week of a Better Homes and Gardens impulse unit is another example of this. I chose Better Homes and Gardens for a number of reasons:

1. It has universal appeal across gender and age groups.
2. The cover looks stunning (tempting) as usual.
3. The magazine is well supported with its own TV and radio shows.
4. The display unit is bright, especially when placed next to the industrial colours of the photocopier.

Since this is found space – that is, space not used previously in this newsagency – we plan to run Better Homes and Gardens here for the next three months to see what we can achieve in terms of incremental business.  We also have the magazine in its usual location in our home and living section as well as with our weekly titles.

I’d urge newsagents to try the same with this title.  It responds well to additional promotion, especially in high traffic impulse locations such as the counter, with newspapers and elsewhere.