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

Author: Mark Fletcher

Top selling Easter product shows newsagents how to grow business

eheroWe have sold 84 of this rabbit from our Easter display, putting us on track to get to between 120 and 150 for the season. The success of the rabbit plays beyond its sales though: it attracts shoppers to the business who browse and purchase other items. In the basket data I can see the rabbit sold with magazines, cards and other items. Some of these items would not have been purchased has the rabbit not attracted shoppers.

The success of this one item is a good example of how we can play outside what is traditional for newsagents. This is a branded collectible rabbit which can get kids onto collecting more from the range. Collector kids will bring in parents who will purchase other items.

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Plush

Full displays drive sales in the newsagency

magsfullStack em high watch em fly is what retailers are encouraged to do to drive sales. For many product categories in newsagencies today it is true – a full display works best, much better than a half-full display which can hamper sales.

I encourage newsagents to maintain full magazine displays as I think they work better than half full displays. It is worth the time investment to shuffle placement or to compact placement so a display looks full. A full display will deliver a better result for you than a less than full display. A full display shows your business as alive.

I was in a newsagency recently where they had 30% more magazine space than they needed so they spaced out titles as they had nothing to sue the space for. After some shuffling we introduced other products to the magazine fixtures and compressed magazines so the part of the display for them looked full. The result is a more visually compelling magazine offer.

I encourage newsagents to look at their magazine displays and adjust where necessary to make them look full, appealing and like they will satisfy shoppers. I think full displays pay a role in good magazine results in my store.

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magazines

Another day in the newsagency and more examples of magazine oversupply

ersupfmIt is tiresome writing posts to document the appalling behaviour of a magazine distributor for knowingly oversupplying a magazine at a level which is unjustified in the sales data the distributor has. A check of our sales of Farms & Farm Machinery indicates what we should get one copy of this title yet network sends us three. They’d say we should get two because we occasionally sell one but I’d say one is okay as selling out occasionally is fine. Sending three makes a mockery of the distribution model as it wastes our cash, space and time.

This behaviour by Network is not socially responsible is it disadvantages newsagents.

I was in a newsagency a few days ago where their sell through is well under 50%. That is appalling. Shame on Gotch and Network for condemning this business to such extraordinary waste of space, time and cash.

Selling on average a single copy makes Farms & Farm Machinery loss making for us. The $1.875 in gross profit from the single copy. Each magazine pocket costs around $7.50 a month as its portion of the lease cost. The numbers alone tell me to put something else into the pocket to try and either make a profit or less of a loss. However, the magazine distribution model does not give me the ability to do this. It gives our competitors the ability to do this but not us.

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magazine distribution

Be sure to show off the value-add with That’s Life

tlsugarI encourage newsagents to have the full cover of That’s Life on show to get value of the No Sugar Diet free booklet. With sugar being in the news,this free booklet is timely and should help drive extra sales of That’s Life. If you put the magazine in a traditional magazine fixture you’ll not show off the free booklet.

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magazines

British parliament votes to embrace plain packaging of cigarettes

The British parliament has today voted to adopt plain packaging of cigarettes similar to what has been adopted in Australia.

I’ve met plenty of UK newsagents who rely on tobacco sales in their businesses. One told me it accounted for 75% of revenue.

This move is a reminder to run our businesses such that we do not rely on one single supplier or category for the existence of our business.

On the health front, tobacco sales in Australia continue to fall.

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Tobacco sales

How the federal government can save millions for small businesses on Superannuation compliance costs

Superannuation payments are expensive for small businesses to administer. The time spent managing the accounts, making payments to various funds, responding to funds and responding to individual queries costs time, often time a small business owner pays for on an hourly basis with an accountant or bookkeeper.

My suggestion is that instead of employers paying direct to the funds nominated by employees, we make one lump sum payment at the time of payroll or PAYG or GST payment to a government agency which then disburses to the funds as per the direction of the employees. I see the agency as a clearing house, run on a tight budget with all transactions done electronically.

Setup right, the clearing house agency could reduce the time spent by the Tax Office on Superannuation compliance. In the ATO they look for a default or crime which may have occurred but for which they have no evidence. My clearing house idea would provide immediate visibility of missed deadlines and thereby offer savings to government overhead – as well as to business operators. While I am no economist, I expect the government could fund the clearing house out of ATO savings.

The clearing house would make it easier for employees as they would have one place to go to track super and thereby, be less likely to lose track of funds.

My suggested approach would save considerable time in small businesses not only on the payments front but also on dealing with compliance challenges. For example, I have heard of businesses spending thousands on super audits only to have no problem found.  Such audits would be eliminated and that money saved for the victim small business owner.

I expect superannuation funds would benefit from the clearing house approach as they would have one place to go to check information they currently seek out from businesses across the country.

The only downside to the proposal is that business owners could not delay making super payments. The benefits outweigh the cost in my view.

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Newsagency management

Newsagent specialist in National Geographic titles

ngmagsIn a newsagency in Sydney yesterday I saw an amazing range of National Geographic titles on display – I;ve never seen so many in one place before. I was told they are popular gifts for people visiting the local hospital. The display was a reminder of the extraordinary diversity in our channel as I’d be lucky to have one of these titles at any time and to sell one or two copies of such a title.

While thinking about this newsagency, while they do early return, they do not do so aggressively. Their current sell through rate performance is at under 50%. That is, more than half the magazines they are sent do not sell. What a waste of paper and time. Shame on magazine distributors for permitting such a costly failure n this small business.

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magazine distribution

The UK Mother’s Day card opportunity

ukmdOne way we can demonstrate greeting card specialisation is support for minor seasons like UK Mother’s Day which is this Sunday. Card companies help us with products but we need to opt-in to ensure we have the offer.

Newsagents who don’t closely manage cards miss the opportunity and risk not being considered the go to card specialist.

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Greeting Cards

A video for newsagents doing it tough

I have received several calls this week from newsagents in particularly tough situations. Each was different yet each could have benefited from earlier engagement. While not every challenge can be resolved, I think we need to be better at confronting them.

Here’s a video I shot yesterday to briefly explore this further.

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Newsagency management

Suppliers booking for newsagent supplier workshop to help newsagents

36 newsagent suppliers have booked so far to participate in the forums I have organised for next week to discuss how they can help newsagents navigate to a brighter future. Click here to download a booking form.

Data will be shared to help supplied have meaningful talks on how they can contribute to a healthier newsagency channel. Newsagents can grow their businesses. Suppliers can nurture optimism.

I’d love to see more suppliers participating – and newsagents too. Book here: Melbourne. March 17, 9am. Best Western, Kew. Sydney. March 18, 9am. Bonnie Doon Golf Club. Brisbane, March 19. 9am. River View Hotel.

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Newsagency management

Obsessing about how products look can drive sales in the newsagency

IMG_4108While the cards in this spinner look okay, they are not presented in the best possible way for the products or for the customers.

A small investment of time regularly pulling the cards forward at the based of each pocket can remove the shadow and make them look better and this could drive sales.

IMG_4109Here are the same cards as in the first photo after I pulled them forward. The photos were taken a minute apart with no change in lighting.

The difference in presentation, in what shoppers see, is considerable … as I hope the photo shows. It shows the value of investing a small amount of time regularly on product presentation.

We regularly look at how products are presented on shelves, display units and spinners to ensure that they are presented in the best way to drive sales. This move with cards in the spinner may seem unnecessarily obsessive to some. To me, it’s the business presenting its products in the best possible light.

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Greeting Cards

Good start to Easter sales in the newsagency

eastercardsgiftsCards, plush and the easter themed items are selling well in the newsagency and it is early for this relatively small season. Our pitch is on the lease line, facing into the mall … and it’s working, attracting shoppers.

The hero Easter product is the easter Beanie Boo rabbit. We’ll sell more than $1,000 worth – we’re over half way there already with shoppers purchasing two and three at a time.

It is fascinating watching this simple front of store display work. People notice it and stop for a browse. Kids run up to look at the plush or small chicks – they bring parents and grandparents.

Plenty who stop step into the store and browse. Look at the photo and you can see how we do this. We take care with what is behind the traffic generating display on the lease line. People looking at the Easter display can see plenty of opportunities at the next step into the business.

Browsers often take their time once they step into the business. I saw a couple of shoppers yesterday who were attracted by the Easter display end up purchasing magazines. I mention that as I know some magazine publishers would look at the shop and say it’s not what they want in a newsagency. I’d say it’s what shoppers want and magazine sales benefit as a result.

Even at this early stage, Easter 2015 is performing well. I love the fun and happiness in the display and the new traffic it is bringing in for us.

Footnote: note the placement of cards with gifts and plush for the season. This is key. Place them apart and your sales will be considerably lower.

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Newsagency management

Terrific gift with Dolly magazine

dollygiftThe eye mask gift bagged with the latest Dolly magazine is perfect for the usual Dolly shopper and works especially well with the Taylor Swift cover. As with feast magazine – we have the full cover on show to make the most of the gift opportunity. Check where your stock is – if it’s in old magazine figuring you won’t get the same value.

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magazines

Nice farewell from Feast

feastchocThe Baci chocolate bar packaged with the latest Feast magazine is sure to help drive sales of the soon to close title. We have it placed so the chocolate is on show – to leverage the value of the gift in the usual location as well as a secondary location. I encourage other newsagents to do this.

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magazines

Taking down Inside Out

ioWith Inside Out continuing with their Coles exclusive $6 discounted price I am not stocking it. Shame on the publisher for permitting one cheap price at Coles and a higher price elsewhere. Is this the only way they can sell the title?

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magazines

How do you communicate with your customers?

closedI walked for fifteen minutes yesterday to a regular Sunday breakfast venue only to be confronted by a sign noting they are closed for the long weekend in Melbourne. This business is still establishing itself, it should not be closed, especially not on a long weekend when people have time for breakfast.

The experience got me thinking about how we communicate with our customers. I wondered what this cafe could have done. For a start, they could have let their regulars know a weekend earlier. They could have established a facebook page and let us know vis that. Or they could have setup an email list and sent us a note advising they are taking a break.

We need to run our businesses as if those who shop with us could go elsewhere and never return for the slimmest of reasons – such as being closed on a Sunday over a long weekend. Advanced communication is the key – so we don’t surprise shoppers with a change in opening hours.

My challenge to newsagents today is to think about how you communicate with your customers. Do you have a good path of communication? Is it two way? Or, are there surprises because of how you communicate?

This cafe runs its business as if it relies solely on passing trade. While there is considerable passing trade, there is also considerable regular local business. their approach to communication, or lack thereof, ignores this. The cafe’s sign also ignores weekend only patrons in favour of weekday patrons.

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Customer loyalty

Pitching Better Homes and Gardens

bhgpitchWe are promoting Better Homes and Gardens on the front of the magazine aisle with prime placement as well as location in the aisle – as the photo shows. As our top selling monthly, BHG is our best promoted magazine. We change it up as shoppers can become as store blind as us.

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magazines