OzLotteries make it easy to buy a ticket for tonight’s $21 million and Tuesday’s $100+ million. Their website delivers a compelling pitch as does their email campaign. Click on the image to see the email I received yesterday. They are doing what they need to do. I love their pitch even though it frustrates me.
I have created a three-question survey on customer and employee theft in newsagencies this year compared to last year. I’ll leave this up until Monday afternoon.
To take the survey please click here. It will only take a few seconds.
Every week over the last few months I have taken calls from newsagents facing sizeable theft situations. Talking with someone yesterday I had the idea it would be good to harvest more data about the extent of the two key types of theft in a newsagency. Hence the survey.
The survey software (Survey Monkey) doesn’t track your details, you can respond anonymously and it only allows one response per computer.
We are pitching The Monthly with newspapers because of the terrific cover and the story headline: The Honest Woman. This cover will polarise shoppers, that’s why we wanted it in a higher than usual traffic location. I am confident we will a sales boost as a result.
This is how we can grow sales of some magazines, by being tactical in our placement and engaging in pursuit of impulse purchases. I see plenty of cases where this works to the benefit of the newsagent and the publisher.
10 cents of every copy of next week’s New Idea sold will be donated to the McHappy Day campaign run by McDonalds. The fund raising goal this year is $3.6 million. Connecting us with the campaign through the New Idea donation is a good reason to give the magazine extra attention.
We know from boxed Christmas card and Mother’s Day card sales the value of a charity tie in and newsagents often push this with extra collateral. Our plan in my stores is to draw attention to the charity component of a New Idea purchase next week.
Check out the video from a couple of days ago shot at the Australian Magazine Awards were Ita Buttrose was inducted into the Hall of Fame. Watch Ita talk up magazines beautifully.
I love her positive attitude about a product so important to us. Yes, she discusses digital products – but in context.
Almost as if following direction, shopper interest turned 90 degrees to Christmas this week. Without considerably changing product placement and disc plays, Christmas related purchases took off. Cards were the biggest beneficiary of the interest in Christmas for us. Our major Christmas offer goes out over early next week. We’ll get done what we can on the weekend given the strong showing ver the last couple of days.
ABC local radio in Brisbane this morning covered the T2020 newspaper distribution changes being driven by News Limited. You can hear the audio here. Alf Maccione, CEO of the ANF and Tony Philbrick from Southbank Beach News were interviewed.
I was talking with a magazine publisher recently about early returns and they shared this story.
1,000 copies of a mid-tier magazine were returned by newsagents the day they arrived in-store. Most were returned by newsagents who would usually sell out or at least come very close to selling out. In almost every case the newsagents left themselves with less stock than their most recent average sales.
On seeing the 1,000 early returns, the publisher decided to reallocate the stock to supermarkets. 800 copies of the 1,000 copies sold.
The newsagents who early returned their stock helped 800 shoppers buy the title in supermarkets. This could have these shoppers looking for the title in that channel in the future. The newsagent action also encouraged the publisher to pay more attention to supermarkets.
There are consequences for early returns beyond getting your magazine bill down, consequences for all of the channel.
I don’t want newsagents to lose magazine sales we should not lose. Our future depends on the extraordinary traffic magazines generate for us. We need to ‘protect’ this traffic by not losing a single certain magazine sale.
Maybe I missed this but Officeworks sells postage stamps and they’re promoting this in a new email campaign pitching their business as a complete one stop shop for pack and post services. The email is impressive and is set to be appreciated by their business targets.
Newsagents need to watch the stationery space carefully. There can be no doubt that it is in play. Officeworks are improving their business ahead of Staples expanding their retail footprint further.
Halloween ended for us yesterday with sales up more than 100% on last year. This is a good result off of strong numbers from a year before. It’s financially more valuable for us than Father’s Day – not only because of the numbers directly for the season but because of other items halloween shoppers purchased.
It’s the basket efficiency of Halloween that I really like.
Up until mid Wednesday we were not discounting. In the end, we sold out and that was our goal. We ended up bringing in considerably more stock than planned – once we saw how this season was behaving compared to previous years. It was good to see our original sales forecast blown out of the water.
I am confident that some shoppers visiting us for the first time because of Halloween will be back soon.
The one-shot magazine celebrating the 21st anniversary of Home and Away sold very well. I expect the one-shot celebrating 25 years will do just as well. It comes out Monday and pacific magazines is supporting this with plenty of marketing including ads and social media. I like the pre-sale promotional flyers provided to newsagents yesterday for customisation and printing in-store. We have set aside prime space to go hard promoting this opportunity. We will use it to pull traffic to the store and to extend the basket. Pacific announced details late yesterday to nexus marketing program members.
We are promoting That’s Life at the counter as part of a range of Melbourne Cup related promotions in-store this week and next. The $30,000 race-themed price is a perfect opportunity to pitch the title for impulse purchase and that’s what we are doing with this counter placement as well as heightened promotion in the usual location for the title. We have other Melbourne Cup themes promotions too.
I like the cover of the latest issue of Gourmet Traveller magazine. It’s got good visual cut-through and stands out from the crowd of food titles in-store at the moment. We have it placed to make sure that the full cover is on display. the contract in colours from the masthead itself is terrific.
There is no better example of how authors can embrace social media than what Children’s author R. L. Stine, author of the Goosebumps series, did with a Halloween story published yesterday. Check it out. Across a series of Tweets to his 61,000 followers he told a terrific story for Halloween.
How is this relevant to newsagents? The world is changing, our world is changing. This story illustrates it. A couple of years ago we would have laughed at the idea of what R. L. Stine has just done.
We need to make sure we worry about the right things and embrace change for our benefit.
Our sales of Gifted Bears from Skansen have fallen following the switch to the new display unit and the separation of the package.
Whereas in the past shoppers could make one decision to purchase a bear as a gift for birthday, graduation or some other life event, now, shoppers have to choose the bear and the top to place on the bear to create the desired package. Also, the new completed bear costs close to 50% more than the older product.
The Skansen response has been to advise us to dress some bears ready to purchase.
I expected the new stand to work well and happily took it on. It hasn’t. Not only for the reasons noted above but also because of the size and design. It is taking up too much space and acting as a physical barrier to traffic flow.
I think Skansen needs to take the Gifted Bear offer back to where it was in terms of packaging and price point. Either way, we are removing the current stand and two-step purchase process.
I like Skansen as a company and I love most of their products. On this Gifted Bear move, they have got it wrong for me.
The timing of the latest issue of Vogue is perfect with Black caviar featuring on the cover. Out tomorrow in NSW, VIC and QLD metro, supply has been increased, especially in Victoria where Melbourne Cup fever is in full swing.
We will promote this issue of Vogue in a high-traffic position to attract those who may not usually buy the title. This cover an an excellent opportunity.
Bump has arrived at a good time since this is a season for pregnancy or so it seems – I know so many people pregnant at the moment. Amazing. We are promoting Bump by ensuring the full cover is on display with other baby and pregnancy titles – it needs this as it’s a smaller format title and could get lost in traditional magazine fixturing. We also plan to give it time with either weeklies or younger women’s magazines to give it a shot in the spotlight.
We have noticed the current issue of Reader’s Digest magazine selling particularly well, ahead of sales for the title by this pint in the on-sale.
We are displaying Reader’s Digest in the same way as usual. Maybe it’s the free book with this issue.
I have been asked to help find a candidate with good marketing skills and a knowledge of the newsagency channel for a role in Sydney. If you know someone, please email me at mark@towersystems.com.au or have them contact me through my LinkedIn profile.
I have been in Sydney overnight and based on the long queues I saw at lottery outlets here yesterday, it will take retail skill and relentless focus for newsagents selling lotteries to leverage the traffic surge this week into purchases of other products with a lottery purchase. It’s a week of opportunity.
I am speaking at the VANA conference in Victoria today, offering an updated and edited version of my Newsagency of the Future presentation. It’s been interesting cutting a 2 hour workshop into the allotted 30 minutes. I have cut it right back to the meat, the call to action. This starts with the questions on the slide – click on the image to see the detail. These are vital questions we must answer for ourselves.
We are accountable for own future. We need to stop going cap in hand to suppliers. We need to stop expecting someone else to write and support a business plan for our business. Our product suppliers will not provide us with our future.
ParcelPoint continues to attract attention from retailers keen to offer a wide-spread parcel collection service. This interest is helped by newsagent engagement.
Here is an update from ParcelPoint activity:
ParcelPoint has been growing steadily with a great response from newsagents and other businesses around the country. With our focus on Sydney and Melbourne, we now have over 70% coverage of online shoppers in these 2 regions. Other
- We are working with a number of carriers around the country, as all can deliver to our locations, including Australia Post and Toll.
- We now have almost 1,000 Agents around the country providing a great, convenient service to online shoppers.
- Fastway now using our network for failed deliveries in Sydney, Melbourne and Central Coast with more to rollout shortly
- We launched a returns service in early October in Sydney, with Melbourne coming on in first week of November. We have 15 retailers signed up initially as we work with our ParcelPoint locations to roll this out further.
- We are starting our Consumer awareness activity now with a number of promotions focused around the retailers we have integrated, including targeted promotions around our ParcelPoint locations. One of our CBD located agents, negotiated with the property manager of the building they are in to send an email to all tenants in the building announcing they are a ParcelPoint Agent, with parcel volumes growing by 5 times from the previous weeks.
- We have released our 3rd iteration of our technology platform in response to feedback from our Agent locations
While we have seen many groups consider offering a service to solve one of the key frustrations of parcel delivery, we are the only one providing a carrier agnostic service focused on solving the customer’s issues, not the carrier’s problems. This has a key benefit for each Agent location with directing new customers to your store with the potential to turn them into repeat customers.
We are promoting The Friendship Book 2013 edition with placement above our weekly magazines and next to our English magazines. This is a popular title for us, especially with early in the Christmas season purchases as a gift.
We have found it important to get the title in front of shoppers as it is not something they will hunt down this early in the season.
We are featuring the Christmas issue of Family Circle magazine between food titles and home & living titles. We also have stock located with our weeklies to chase impulse purchases from shippers who don’t shop right down the women’s magazine aisle.
We treat Family Circle as one-shot and this works for us. This means we give it extra support, especially in the first two or three weeks of the on-sale. Our sell through in 90% and often above.
The pilot sale of Moshi Monster game cards and iTunes cards from InComm and vended through the Tower and POS newsagency software has been a terrific success.
I first got involved in this in the middle of last year and was confident that the newsagency channel would be a good fit for the InComm products. It has proven to be a good fit with terrific sales and nice extra margin dollars for newsagents.
InComm, through Touch Networks has announced today more opportunities for newsagents:
Expanded Product Range
InComm will be providing you a suite of popular online game cards suitable for all ages, many of which are exclusive to InComm and available to you by Touch Networks, via Tower Systems and POS Solutions.Fixtures
Various fixtures and display options available to you, free of charge. Just let InComm know what you need by downloading and returning the Order Form. Alternatively you are welcome to display these on any fixtures you own or on slat wall, with hooks.Popularity of Gaming: Did you know…..
95% of homes with kids under 18 are playing computer games.
75% of Adults are also playing games online, PC or mobile.
The Australian games industry is forecasted to reach $2.5 Billion in 2015.
InComm wants you to part of this growth!InComm will be providing you with a suite of new, popular and exclusive titles that are:
- Suitable for all ages – something for everyone
- Self use – repeat purchases
- Gift ideas – birthday, Christmas, stocking filler
- Range of price points – pocket money prices up to $100!
- Suit all interests – fun, education, social networking
- New products being added all the time
- Great margins offered across the range
Newsagents keep to get the InComm products should make contact with Touch Networks. I’ll help anyone having difficulty navigating this.