Home' The Channel Magazine : November-December 2010 Contents National Newsagent Nov/Dec 2010 43
a $250,000 shop fit-out in Double
Bay. Our plan is to make it the number
one newsagency in NSW. It must give
customers a beautiful experience as soon
as they walk in. Merchandising has been an
important feature. We hired three experts
to advise us and then we did what was best
of those ideas.
4. Innovation is another focus of ours.
We cannot be just another newsagency.
We had to be different and better. So we
made it a point to talk to our customers,
often over coffee in a neighbouring coffee
shop. We took note of their preferences,
what they need and how they wanted it
presented. We are also embarking on a
major shift to children's books. Customers
are already looking at gifting books for
children on birthdays instead of a plastic
toy. The reading habit is gaining ground
as an important aspect of children's
development. Parents are concerned that
children could emerge as electronic robots
glued to video games and iPads. We see a
great opportunity in working with parents
and grandparents in changing this.
5. We also want to be community leaders,
not just commercial or profit-driven
individuals. In WA we actively support
St Vincent de Paul's school assistance
program. We help provide books, uniforms
and tuition to children.
Channel 7's Today Tonight recently did a
story on Here's Luck which can only add
to its popularity as the place to go for the
lucky lottery ticket.
Here's Luck has sold 16 Division 1 winners.
It has the highest turnover in Western
Australia in Lotto, having over 800,000
customer contacts in a calendar year.
It won the Lotterywest's Best Marketing
Awards in 2003, 2004, and 2005 and is
now in the Hall of Fame.
"We won the 2006 Community Service
Award from the City of Belmont, the much
contested Community Connect Awards
by Lotterywest in 2008. This award is
presented in recognition of commitment,
imagination and leadership in the service of
the community," Selvendra explained.
It's all in the marketing
"Our next big marketing effort stretches
from the middle of November to the end of
December to push major sales for lotto in the
Megadraw for $31 Million on 31 December. I
am working with well-known car dealer John
Hughes and we are offering a car as our first
second-chance prize, and our second prize is
a free trip to London on Air Asia," Selvendra
revealed. "We hope to drive our sales to
exceed $1 million during this period."
DOUBLE BAY NEWSAGENCY
Double Bay has been hit by the GFC but
although the customer count is down, sales
are up as the team works hard to increase
the basket size of the sales.
It's the friendly customer service that sets
them apart and every lottery buyer gets a
second chance in the Second Chance draw
--- this keeps them coming back.
A cross promotion with the local travel agent
means customers who spend more than
$50 go in a draw to win trips to New Zealand
or Melbourne. Customers who spend more
than $25 go in the draw to win an iPad.
"It depends on the staff's ability to up-
sell," Selvendra said. "Staff training is so
essential and it is not easy to get good staff."
Card range --- moved and improved
The Store Manager Peter Bramble said
that moving the card range away from
the very front of the store brought
about an immediate 15% improvement
in sales. Coupled with a change from
only stocking Hallmark products to four,
using suppliers (Hallmark, For Arts Sale,
McKay Gerrity and Gallery), card sales
Bramble explained that the card range is
not integrated and can look untidy: "Having
a card location where people can browse is
better than right up front," he said.
Stationery sales at Double Bay are okay,
but there are plans to go door to door to
increase local business accounts. "We did
a price comparison with nearby stores
and found ours were very competitive,"
Magazines through the roof
"After the renovations magazine sales
went through the roof, although they
have slowed a little this year", Bramble
explained. "The Good Food Guide crashed
but Masterchef sold really well."
"Our customer profile is 55% female
and 27% with children so magazines and
children's books sell well," Bramble added.
"However, we are a little different. The
Vogue promotion with the Vogue bag
saw sales fall. Customers objected to the
price rise because of the bag --- and they
wouldn't be seen dead with a free bag ---
even if it was Vogue.
"Air freight labelled magazines are in
high demand but we have to be vigilant
because some customers try to swap the
labels. We have two security cameras."
"We have three subagents and a small
delivery run. Our newspapers are
delivered in a plastic bag; customers
prefer it that way," Bramble explained.
"The introduction of POS Browser has
made a huge difference," Bamble said.
"It took 12 months to refine our usage but
we now find it wonderful. We get excellent
reports on the business, essential when
one of the owners is in a different state."
French Vogue is in great demand ---
but not the "free" Vogue bag
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