In one of my newsagencies, we have already experienced Christmas sales this year as we did last year more than two weeks from now. It feels as if Christmas is early and bigger than ever.
I was talking with a newsagent yesterday who expressed concern that for their business Christmas 2012 may be worse that Christmas 2011. On current numbers, they are down 11%
While I am sure the difference between both businesses is, in part, a factor of socio economic circumstance for the demographics our respective businesses serve, it reinforces the need for us to manage and market our businesses for broad appeal. We can’t rely for next year on this year’s shopper mix.
There used to be a time when opening the door of a reasonably stocked traditional newsagency was all that was needed for business success. That is not the case today. The only things exclusive to any newsagency today are management skill and customer service. We have to leverage these.
To broaden the appeal of your newsagency think about your regulars and then think about what you need to change about your business and how you would market your business to appeal to shoppers who are not your regulars. It’s hard work, sure, but it is necessary in retail today.
Opening the door is not marketing or management activity. In today’s retail market we have to chase new customers, offer new products and deliver a service experience that is better than expected. If we do this we will broaden our appeal and that is one factor in Christmas success.
In my newsagency enjoying early christmas sales growth, a key difference is the pitch of the business out into the mall. The products on offer this year are less traditional for a newsagency. This is helping attract shoppers from the mall who are not regulars.