On Pitt Street Mall in Sydney is an amazing Lego Christmas display, standing tall and drawing families tas it lights up and Christmas music plays.
This is an inspiring pitch for the Lego brand. I saw kids loving the music and lights and adults in awe of the construction using Lego bricks.
The display reinforces the strength of the Lego brand and the value of a big display in attracting people.
Click on the image to see the bricks.
For years advent calendars were challenging to find. Today, we are swamped. In one shopping centre this week I saw them in supermarkets, discount variety stores, confectionery shops, newsagents, gift shops and even at the fruit shop.They all had boxes of them – many featuring licenced brands … and most were discounted. What was once a specialist retail line you could enjoy a good margin from is now another oversupplied line you will be lucky to break even on.
This Kinder Surprise display at the front of the Woolworths supermarket on George Street in Sydney is terrific. There is no missing the Kinder Surprise branding as you enter of leave the store through the main entrance. Kinder Surprise owns the space. From the detail on the floor units to the large posters, this is a consistent and clear message.
While I expect there supplier would have paid for the space and had professional merchandisers create the display, the photo offers us inspiration for our local newsagencies, inspiration to give over key traffic space to a single brand that will interest our shoppers.
While many newsagents do excellent displays, they are often done on a small scale and end up fighting for attention in a visually busy shop. The approach in the photo shows the value of giving space reserved for multiple displays over to a single brand.
Click on the image for a larger version.
Nowhere is the value of colour blocking more obvious than in the display at Adriano Zumbo’s kiosk at the QBV centre in the heart of Sydney. You can see people notice the colours of the display. It’s effective because of the colours they place next to each other. The same product arranged differently, may draw fewer people … it all comes down to effective colour blocking. Getting this right can draw people to anything. For good advice on colour blocking check out the advice from Apex display.
This photo shows how the bagged discount magazine pack of Woman’s Day, OK! and NW from Bauer is being treated at a Woolworths supermarket – away from weekly titles, display unit for AWW. And on that, note the header provided by Bauer for AWW for the display. I’d have said yes to a floor display unit to promote the Christmas issue of AWW if I was offered one. The difference in support for supermarkets which sell fewer magazines than the newsagency channel is disappointing.
I did this video – How to cut theft in your retail business – for my software for my software company a few weeks ago. It contains non system specific advice on how to cut theft.
I am sharing it here this morning because in the last week I have heard from four newsagents who have discovered serious employee theft problems.
The advice is simple and will work =for any newsagent regardless of the technology you use. Unfortunately, newsagents tend to act only after theft has occurred.
Someone must have complained to the folks at News Corp about their poor coverage of the WH Smith Supanews takeover story. As I noted when I wrote about this…..
The ‘corrective’ story they published at the weekend still has problems. First up, News Copr. Needs to stop referreing to our businesses as paper shops. We’re ot paper shops.
The Courier Mail report sought comment form the ANF:
Alf Maccioni, chief executive of the Australian Newsagents Federation, agreed the traditional corner store newsagent would survive the arrival of WHSmith.
Mr Maccioni said WHSmith was only likely to open new outlets in major shopping centres, where the rents were prohibitive for independent operators anyway.
I am not sure why the ANF would say this or if the Courier Mail has misreported. WH Smith in the UK is in malls and on thehigh street. As readers here would know, they have recently launched a new franchise model for independent newsagents that is gaining considerable traction in the UK. It’s called WH Smith Local. I looked at it when in the UK a few weeks ago. I’d expect WH Smith in Australia to leverage all of their platforms from the UK.
The growing presence of WH Smith in Australia is a wake up call our channel needed. The question is whether newsagents have the strategy to deal with this.
In addition to disruption to print, migration of lottery products online and the drop in commission on agency lines, newsagents are also challenged by misrepresentation of our businesses, what we are capable of and the services we provide.
For a channel so connected to the media it is disappointing that reporting too often misrepresents us.
Also as part of the restructure at Seven West, Nick Chan, Chief Financial Officer at Seven is leaving the company. Nick was CEO of Pacific Magazines for many years where we oversaw the development of a strong portfolio of titles.
As CEO, Nick was a champion of newsagents, committing considerable resources to help our channel compete in a more diverse marketplace.
I was fortunate to meet Nick several times and while many newsagents would not know him, he was important to our channel.
Publishing experience is important in the magazine business and each time any publisher loses someone with good publishing experience, like Vicki Rossi and Nick Chan, the businesses loses valuable experience.
Indeed specialist business experience is important in any business. You only have to look at the damage in some publishing businesses when they replace category experts with FMCG people.
I’m sorry to see Nick go and whish him all the best for the future.
Newsagents need to look at the moves at Seven West and consider their own businesses. We are in an economy where efficiency is vital. Doing more with less is the rule of the day. Even though we do not have the obligation of publicly traded shares that Seven West has, our focus on operating costs ought to be as focussed.
We take note of who is on the cover of magazines and place titles together that feature the same person. This is why it’s Taylor Swift season in our fashion section and why we have Cleo and InStyle together and why we have them placed so that those who do not usually purchase these titles can see the cover. It’s all about driving impulse purchases – that’s how a good cover works for us.
Here’s how one newsagent has placed the latest discount magazine pack from Bauer – the Woman’s Day fronted pack is mixed in with fashion titles.
We early returned ours as usual – we don;t want these discount packs as we don;t have the spare pocket and we don’t agree with the discount strategy.
I can’t see how this works for Bauer in newsagencies.
Check out this excerpt from Chapter 3 Innovation of the Murray report – the final report of the Financial System Inquiry:
The Inquiry’s recommendations to facilitate innovation aim to:
- Encourage industry and government to work together to identify innovation opportunities and emerging network benefits where government may need to facilitate industry coordination and action.
- Strengthen Australia’s digital identity framework through the development of a national strategy for a federated-style model of trusted digital identities.
- Remove unnecessary regulatory impediments to innovation, particularly in the payments system and in fundraising for small businesses.
- Enable the development of data-driven business models through holding a Productivity Commission Inquiry into the costs and benefits of increasing access to and improving the use of private and public sector data.
These recommendations will contribute to developing a dynamic, competitive, growth-oriented and forward-looking financial system for Australia.
In our channel we have accurate data flowing between supplier and retailer, data that can drive efficiency for all stakeholders. Yet it is not used for to do so would reduce the income from one stakeholder.
While there is mucking around going on with magazines at the moment because of the code of conduct moves, it does not go as far as the world envisaged by Murray and others who worked on the Inquiry.
The current approach to using newsagent magazine sale and return data impedes our channel, it makes us less competitive. Murray would not be impressed.
If adopted, recommendations of the Murray report could help newsagents and other small businesses when it comes to handling fees associatied with customer use of cards for payment.
Recommendations to reform the payments system would benefit SMEs (see Recommendation 17: Interchange fees and customer surcharging and Recommendation 16: Clearer graduated payments regulation in Chapter 3). The Inquiry’s proposals to lower interchange fee caps would reduce the fees paid by all businesses and reduce the difference in fees paid by small and large businesses.
What actually happens will depend on governments and banks.
See more small business coverage in the report here.
Better Retailing has published a terrific report on our success with discount vouchers. I met with Steve Denham, a former UK newsagent and regular commenter here, who wrote the article when in the UK six weeks ago. We had a good talk about discount vouchers and their impact on sales.
A year and eleven months in with discount vouchers and having used a points based program as well as buy X and get Y program, I rate discount vouchers as the most successful loyalty program I’ve seen. It’s whole of business and that is key. It is more easily understood than the old points based program plus it has no hoops that make customers groan.
Better Retailing is a highly recommended read for Aussie newsagents – it publishes plenty of ideas from which we can learn.
Vicki Rossi finished up with Pacific Magazines a couple of weeks ago as part of a restructure within the business that saw several senior people and others leave the company
As Retail Sales and Circulation Director, Vicki was the executive at Pacific most responsible for the newsagency channel. In this role, Vicki served us the company well, ensuring that newsagents were a key part of Pacific circulation strategies. Sure there was progress with supermarkets, but there was progress with newsagents too.
Vicki and those who reported to her were responsible for the nexus program, the best supplier support program for newsagents in the history of our channel. Yes, it is better than Connections because it offers practical business growth tools newsagents can use like email and SMS campaigns, it offers rewards based on real sales growth, it offers us access to comparative performance data by title and marketed us personally to people in our postcode area. Vicki was a key driver for nexus.
I have seen sales data that demonstrates the value of nexus to newsagents. Those who use the tools of the free nexus programs out perform newsagents who do not.
We have Vicki and the team she led for years for this opportunity.
I am sorry to see her leave but I understand that pacifies and parent Seven West needed to address poor numbers and cutting costs is one way for them to do this to appease shareholders.
I am grateful to Vick for her active support of newsagents publicly and privately. pacific magazines will miss her.
Further to my post Saturday about the low cost Tatts fit out at the On The Run convenience stores in South Australia, check out the magazine department in this same outlet.
This is competition folks, serious competition.
Convenience outlets usually focus on a small range of no more than thirty titles, top sellers. This location and others like it from this group have a far bigger magazine over, one that competes on range with local retail newsagencies.
Newsagents with businesses competing with On The Run locations need a comprehensive strategy for effective competition – this is a chain out for your everyday business given not only their magazine range but their lottery products, greeting cards as well as stationery.
I’m not writing this to scare you. I am writing this to better inform newsagents that convenience is the channel targeting us even more so than supermarkets. Each of us needs to reflect this in our own business planning if we are chasing the same convenience shopper.
This is our third year with The Melting Snowman and sales are as strong as ever. We thought it might slow and so placed it among all Christmas products and not under the spotlight at the counter as for the last two years. It’s sold from the regular Christmas table. It’s purchased as a gift for a co-worker, for Kris Kringles and even for home for fun with the kids.
The rapid stock turn makes The Melting Snowman a top performer this Christmas again on the return on shelf space and return on inventory investment measure stakes.
This counter placement of Frozen product is a small part of our overall Frozen pitch. We chose these products as they are easily purchased on impulse – including the $15.00 vinyl collectible characters. While there is Frozen overload in retail, having different products is important as is ease of purchase – hence the counter offer.
Stocking stuffers are especially popular as impulse purchases at the counter. We think very carefully about what we place here and we change it regularly through the week.
The Who cover story on the passing of Phillip Hughes was timely and respectful. It’s one of their best issues of the year, showing how a magazine can stand apart with coverage of a major local news story. Well done to everyone involved. We embraced the opportunity with full cover placement with weeklies and with newspapers.
On the front page of the Sunday Herald Sun today News Corp left the its spin piece from the Prime Minister’s office un touched while it covered up part of the heartbreaking story about a child hit by a fork lift. This house ad for cheap home delivery of the newspaper disrespects the news and the retail newsagents who rely on over the counter sales.
Our team members are encouraged to regularly play with the kinetic sand we have on display. The photo shows a display from Wednesday.
We have found that the better the display the more it is noticed and the more it is noticed the more people play with the sand and the more they play with the sand the more we sell.
Playing = sales!
Our job as business owners and managers is to encourage our people to do things they like that help the business. They enjoy their work more and we reap rewards from this.
While kinetic sand is in many more retailers today than when we started with it a year ago, our sales remain strong in part because of displays like this. the majors don’t pay this level of management attention to a product that demands interaction on the shop floor. the majors would prefer the supplier to send someone in to create the displays. Haha.
I saw this photo opportunity at Hung Hom Station in Kowloon last week and thought it’s something that could work for some newsagents.
If you are in a country town in which people stop off as they pass through, why not create a display in your window or in front of your shop and have a couple of holes for people to stick their heads in for photos.
Make it fun, and local – leverage a local connection. Include the name of the town – and your business somehow. If your town is known for an industry, a crop or a particular natural wonder, use this as it’s a local feature people are more likely to want to be photographed with.
If you don’t have an appropriate local connection, consider having life size art of royalty or movie stars in a pose holding a sign – with my friends at XXX newsagency. In other words, if you can’t think of a local feature, make one!
Here’s one of several characters at Adelaide airport right now as part of their Christmas promotion. Whiel I was there plenty of kids wanted their photos takes with their face in the gingerbread character. This is another example of how you could engage with this marketing opportunity.
Ask a local school or craft group to make the display – extend the local connection and drive more traffic. It’s a terrific way to show off local talent.
Here’s the Tatts (SA Lotteries) fit at an On The Run outlet in Adelaide. On The Run is a statewide convenience operator selling fuel, food, toys, cards, some gifts, magazines and Tatts products. This is a small footprint counter deep in the store, on the back wall.
I’d heard about the small footprint approach they had approval for and wanted to see it for myself. It looks good – certainly noticeable from inside the 250 sq m shop.
Here is the signage you see as you enter the shop from the fuel area. Again, professional, a clear message.
I like the connection between this sign and what is at the counter.
Maybe is Tatts concentrated on facilitating consistency in messaging newsagencies rather than forcing shop fits that are bigger than they should be and bigger than is financially justifiable newsagents could grow sales.
The different rules demonstrated for representing Tatts products in newsagencies versus bigger groups like On The Run is concerning and needs attention.
If I was involved in representing newsagents I’d be collecting photos like these and collating information about the diversity in standards. I suspect there would be evidence supporting a case for fairer treatment of newsagents and for reducing their capital investment in regulation shop fits.
Birdee, a new and cool looking paper for young women launched this week and I’d love to ono who received it. I didn’t and I think it would sell.
Years ago newsagents used to be the place people would shop for Christmas bonbons and over time that changed as supermarkets and mass retailers embraced the category. Some of us are winning back customers with bon bond at the everyday through to high end.
While sales of bonbons were slow at the start point the Christmas season they have kicked into gear now.
This is another product category through which we can attract shoppers at Christmas time. There are several good suppliers already serving our channel who have good bonbons from which to choose.
We can compete on range, price and service. Supermarkets and mass tend to have poor quality product at high price.
Check out the office supplies wall I saw while looking at retail in China earlier this week. It’s unlike any office supplies wall you’d see in just about any retail shop inAustralia, except Typo. Impressive. Inspirational.
The shop was busy.
Years ago, newsagents would have called this more of a social stationery range. Today, it’s a volume business for several key demographics we struggle to serve.
While I am not going into detail here on how to create this offer here in Australia, the purpose of this post is to call out to newsagents with another example of how everyday stationery focus is shifting.