I like the product balance in the promotion I saw running at the newsagency outlet at Melbourne Airport.
What I especially like is the balance of products in the display: water, candy, magazines, books snacks, games, journals and more. By balance I mean breadth of range.
Of course the $1 million prize opportunity is eye catching. From a marketing perspective, this is a whole of store opportunity, hence the range.
The breadth of products is a reminder to take a broad approach in creating a display – the more product categories represented the better. Suppliers who ask retailers to create a display featuring only their product should take note – that does not usually serve the needs of the retail business.