Australian Newsagency Blog

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

Using inventory to extend the reach of the business

Mark Fletcher
September 8th, 2020 · No Comments

We imported this unique nativity set recently after we saw it at the Atlanta Gift Fair in January this year. It is not your usual nativity set. It’s weighty, beautifully hand-finished, strong in detail … well deserving of the $349.00 price point.

In the few days we have had it in-store it’s become a popular talking point with several customers considering the purchase. On social media, too, is driving interest.

We signed up to buy the piece to be part of a planned Christmas display feature;. We made that decision before corona was front of mind.

Based on the interest, we expect to sell this ahead of Christmas, reminding us that items we purchase for display purposes often, themselves, are sought after by customers.

With boxed Christmas cards arriving in-store, and selling, having this beautiful nativity piece on display has a place, even if we are weeks away from our more complete Christmas pitch.

Our approach with this $349.00 piece is in line with our broader approach to gifts. With the Reject Shop our closes competitor across several categories, we decided years ago to play in a different price-point playground. We’ve done this because we know people buying based on the lowest price for something are not loyal. Quality matters to us and to plenty of our customers.

But back to our nativity piece. What people often comment on when they see it is the quality. It is a truly beautiful piece. It does not feel factory produced. This, coupled with knowing it will not be found elsewhere, makes it valuable for us while we have it.

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Category: newsagency marketing

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