At the front of our long and narrow shop on Glenferrie Road in Malvern we have a wonderful range of Christmas cards and Christmas gift packing options on display.
We have all captions covered, the usual and the less common. We also have cards for folks not that in to Christmas. Plus, we provide plenty of choice for gift packaging.
There’s nothing all that unusual about what we are offering at our local newsagency. Newsagents around Australia offer an range, of Christmas cards, usually the best range in town.
While the photos show a space that is cramped, it actually works. Sales are strong. Customers are respectful of each other. The location near the front door delivers good impulse purchases for us. At the counter we use tech to move the shoppers through accurately and at a pace.
The photos don’t show the full extent of Christmas that we have at Malvern either. We have more Christmas cards and more gift packaging further into the shop.
I’ve also not included our front window display for the shop. each time I have been there it’s been depleted. The front window is working a treat, delivering excellent sales.
Our situation in Malvern finds us with plenty of competitors within a few minutes of walking distance, from major retailers through to local independent retail as well as a bunch of discount variety outlets. Plenty of good retailers who are deeply engaged in the season.
While our shop is not the prettiest or trendiest , because we have building repair challenges that delay us doing what wee’d like, we have the best range as well as easy access direct from a carpark at the rear. We leverage having two entrances.
The point I want to make to newsagents is – we all have challenges in and with our shops. The best focus for us is to step forward, through the challenges, to deliver the focus we decide is best for our business, with what we have available. For us at Christmas this year, it’s range.
A point I have for local Aussies is – check out your local newsagency for Christmas cards this year. You’re likely to find the best range going around.
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Mark Fletcher founded newsagency software company Tower Systems and is the CEO of newsXpress, a marketing group serving innovative newsagents keen to evolve their businesses for a bright future. You can reach him on mark@newsxpress.com.au or 0418 321 338.