Australian Newsagency Blog

A blog on issues affecting Australia's newsagents, media and small business generally.

How newspapers are promoted in-store in the UK

Mark Fletcher
November 29th, 2016 · No Comments

At a WH Smith store in a transit location in the UK earlier today I noticed this small stack of The Daily Telegraph newspaper placed in the fridge next to the water. While the water is the free item when you purchase the newspaper, the placement and design of the signage made me think the paper was free with water purchase. Maybe that is deliberate as travellers might be more likely to purchase water than a newspaper.

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On the back wall of the shop I found the newspaper section. I like the placement of candy in front of newspapers. This tactical placement makes sense for driving a deeper basket. While the fixture is old and partially blocks the view of the paper, the move is smart.

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I am curious about the choice of product placement with newspapers. The Wall Street Journal and Nutella – who’d have thought?

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I wonder how many newsagents in Australia actively place non circulation items with newspapers to drive a deeper basket? Small moves like these matter. If you look at supermarkets, they do the tactical placement for a deeper shopping basket well.

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Category: Newspapers · Tactical display

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