Australian Newsagency Blog

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

We are not our customers

Mark Fletcher
October 7th, 2018 · No Comments

Hallmark Keepsake ornament sales are very strong this year. The sales are a reminder that I am not my customer. This Christmas ornament of a character from The Walking Dead is one example:

It’s popular. As is this one from Finding Nemo.

The shoppers buying these, and other licenced Hallmark Keepsake ornaments, are thrilled they can get them. They want other product from these licences and other licences. Rarely do we sell a single ornament in a transaction. Three is common. The biggest transaction is fifteen.

If deciding to stock the full range, a decision made late 2017, there was a risk. However, I wanted to take buying away from being item based, I wanted the range and marketplace to show what could happen.

The experience has been a reminder to me of an important mantra: you are not your customer. Thank goodness for that!

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Category: Newsagency management · newsagency marketing

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