In addition to prime display of Coach magazine on aisle end, we are also giving it extra pocket space in the usual location for the title. We justify the space allocation based on the sales. We expect to maintain this extra pocket space allocation for two weeks.
How we are treating Coach is how we treat all titles in terms of space allocation. While it means investing more time in tracking sales, the result is even more sales as we give more space to titles which are performing well and respond to the extra space. This is one reason we order extra stock of some titles – because growth is coming from the space we allocate to them.
We are also promoting Coach as an ideal Christmas gift and this should give us a nice sales boost leading to Christmas.