I was talking with a newsagent recently about challenges they are facing – a new supermarket is opening nearby and a local Officeworks is undergoing a major refresh. My newsagent colleague was worried about this new competition, like a deer caught in the headlights.
This newsagency has many strengths, few of which were being leveraged. This situation is not uncommon as newsagents often get caught in running their businesses and dealing with the archaic practices from some suppliers that they do not see big picture opportunities for more creative and valuable competition.
We talked about his situation and the opportunities which I saw. Here are some of the suggestions I made which should have a broader appeal, suggestions designed to play to the strengths of the local newsagent:
- Be visible. Newsagencies are open long hours yet they are often lit in such a way that they are not a beacon. People driving along at 6am should be drawn to the business. I drive past several newsagencies on my way to the office at around 5:30 in the morning. They are open but dark.
- Let people see your offer. Too often, newsagency windows are covered with magazine and other posters. Take them down, take them all down. Clean your glass. Let people see what an awesome shop you have. If you don’t think that your shop is awesome, make it awesome!
- Be first. Newsagents get magazines out before supermarkets and some other retail channels. Tell your customers this. Also, let people know what is in new today.
- Promote local. Let local shoppers know what you are doing for their community. Set up a community bulletin board. Let your shoppers know what their support for local shopping will do for their community.
- Make service matter. Have your best people on the shop floor offering genuine and knowledgeable help. This will beat Officeworks every time – as long as it is not just lip service but genuinely better customer service.
- Add value. Find ways to add value to shopper contact. Beyond better customer service and advice (in 4 above), talk to suppliers about giveaways, create advice sheets on topics which you know will interest customers, offer free home delivery for bulky items.
- Sell more than you stock. For example, setup a home office display and offer flat pack furniture. Either carry the stock in your store room or offer next day delivery. Take people beyond the traditional newsagency experience.
- Have fun. Smile more than the people who work in Officeworks, supermarkets and other competitive outlets. Create an environment which is enjoyable to shoppers. If they enjoy the experience they will want to experience it more often.
If you are feeling the competitive challenge, step up to it with your own unique voice and actions. Be different or be ignored.
Think about your strengths and play to them. I am sure that every newsagency business has more strengths than are currently being leveraged by the business.
This list is by no means complete. Brainstorm with your colleagues in-store, talk to your customers. Share your ideas here.
Weight Watcher’s magazine is one of those titles which responds well to promoting in a high traffic location. While I am sure there are plenty of regular purchasers of the title, I am equally sure that there are those who buy it when reminded to – through displays like this one which we have in a high traffic location in one of my newsagencies.
