In the first three hours of today 50% of the shoppers entering the business were new shoppers thanks to a major promotion and the front of store pitch into the shopping mall. Here is what the ‘newsagency’ looks like today:
As the headline says, the best way to get new people into your newsagency is for the business to not look like a newsagency as a business that looks like a newsagency connects with old memories that are most likely not relevant to most shoppers today.
Sales are excellent. GP is nicely above 50%. A good number of the new shoppers are connecting with our multi layered loyalty programs and will be back.
Attracting new traffic is a complex task that required planning and excellent in-store execution. Key to success is changing shopper perception about what the business is.
Mark, I love it …fantastic although still NewsXpress, which is “newsagency” . Branding is so so important, nearest NewXpress to me looks a millions miles away.
Colin still newsXpress? This is a newsXpress business, not a newsagency. The brand has traction for standing for something different. It takes time for all independents in a brand to evolve when you don;t dictate. Small business owners don;t want to be dictated to.
A brand is about delivering a consistent product. The customer returns to and becomes loyal when the brand repeatedly delivers what the brand promises. If individuals are not buying into the brand then customers receive mixed messages.
One only has to look at the franchise industry to see what it takes to succeed. Those with uniform message and rigid standards have strong brands. Those that tolerate varied performance do not develop the customer loyalty that enables the brand to grow.
Colin ,most of the newsXpress newsagencies near you are new to newsXpress. It takes time and money to transform your business, we have been in newsXpress for over 2 years now and the transformation process is ongoing. But the ongoing engagement with newsXpress has been second to none.