Almost a month ago I questioned the merit of the Justin Bieber cards we were sent through the magazine distribution channel. While my disappointment with the 25% margin remains, the cards have sold very well. Much better than I expected. So much so that the team at one of my stores ordered extra stock and, yes, they are selling too. Once again proving that I am not my customer. We have them at the counter at the height which is friendly for girls ten to fifteen.
At the gift fairs I have attended this year in Australia and New Zealand, plenty of newsagents who trade in the gift space have shared stories of how they have learned the hard way they they, too, and not their customers. Reminders like this are important as they drive us to create shops which appeal to our customers rather than ourselves.
This is where our team members can help. In many cases, they are more likely to be our customers. I see too many newsagents stifle their team member. Saying no to their ideas could be denying your newsagency a terrific money making opportunity.
sending mine back it is not a great seller for me . there is only one place to put these and it is on the counter and the margin just isn’t there for it .