One Direction, the manufactured boy band from the UK, has delivered us an excellent christmas gifts with amazing sales of calendars, cards, scrapbooks, pencils, folders, puzzle books and magazines.
I really thought 1D sales would peter out at christmas but this has not happened. indeed, sales have jumped.
Having the best 1D range in the centre has helped. On Christmas Every one girl spotted our range and brought friends. These are current Dolly & Girlfriend shoppers and future frankie shoppers. While many 1D shoppers look only at 1D product, others browse and purchase other items.
The 1D phenomenon is a reminder of the importance of spotting trends early, leveraging multiple supplier relationships to make the most of the opportunity and using appropriate media – social media in this case – to promote the products and attract new traffic.
We have punched way above our weight with this product, attracting many new shoppers because of our range of product and commitment to the One Direction band. I am confident we could have done as well outside a major shopping centre.
Newsagents can attract new traffic and through this reinforce their relevance to Australians of all ages.
It’s a pity that almost all the 1D stock has been out of stock for almost a month now.