Browsing is important in any retail business but even more so when it comes to magazines. The consumer research from publishers tells us how the consumer experience with magazines is tactile. They are using this research to pitch the print experience in comparison to the digital experience. I agree with the research. Customers in newsagencies demonstrate the tactile relationship they have with magazines every day.
A key reason I do not like bagged magazines is that they impede the browser experience. They deny the opportunity of the content driving the purchase.
The other issue with bagged magazines is that the bag itself becomes a turn off, as I blogged recently here.
So, I was interested to see how Trent Nathan gets around the need to bag products, men;s shirts, to provide the necessary tactile experience. Check our the photo. See the touch me sticker? It is holding a swatch of fabric to the pack. This is important as the fabric feels different to the usual shirt fabric. It helps sell the shirt.
I wonder if the approach Trent Nathan is taking to shirts could be tried where magazines must be bagged. If there a way to give the customers something on the bag or outside off the bag, which does not make merchandising the product any more difficult, and which reinforces the newsagency browsing experience.
While my preference is no bagged product in my newsagencies, I put this post out there to publishers to show how one company is going beyond the bag to help drive sales.
Being able to touch the fabric without having to open the package guided me to purchasing this shirt over another of a similar design.