Given the research indicating that the 18-34 demographic are moving away from traditional forms of news and information retail businesses like mine which rely on news and information product (newspapers and magazines) for 50% of our customer traffic need to change to be more attractive to the younger audience while not alienating the older audience. Here’s what we are doing:
Promoting recharge. The 18 – 34 demographic is the recharge age range. We’re creating a loyalty promotion around multiple recharges. Whether they recharge phones, online access or debit cards. We’re happy to reward their traffic to our shop. Make the shop friendly for 18 – 34. Newsagencies are considered to be places for older people. During our push for youth we’re making the front third of our shop youth friendly. We figure if we show product like music, skater, surf, fashion and teen magazines it will help create the connect. Sound. We’re being careful about the music we play. Product placement. We’re being careful to place 18 – 34 product away from content of interest to older customers where possible. Funkier product. We’re breaking away from the traditional newsagency product mix. For example, in our greeting card department we’re carrying non traditional cards and as a result are seeing double digit growth. Asking what they want. We’re talking to our customers to find out what they want. Shopping basket analysis. We’re trying to understand what sells with what and how this can be considered in the context of demographic. Free internet access. We’re trialing making Net access free in 15 minute chunks. Our hope is that this will show us as more Net friendly and therefore make us more interesting to the age range we’re pursuing.
Traditionally, our centre changes. Early in the week most visitors are in the 50+ age range. Friday through Sunday it is younger people including young families.
Like most of Australia’s 4,600 newsagencies we have catered for tradition. Sticking with what newsagencies have been for over 100 years. While our tradition is to be celebrated, it will not provide a viable future for us. We know the world has changed and it’s time for us to change with it. The list above is a small step on the road to change many newsagents will have to take.