Home' The Channel Magazine : July 2011 Contents National Newsagent July 2011
HOW TO MAKE YOUR
STORE A DESTINATION.
Newsagents are ‘special’ people, full of energy and
drive in spite of the long hours and challenges they
face on a day-to-day basis.
By James Simadas,
Why are you special?
Your newsagency is already a
destination for ‘core’ range product,
but the question is, what is really ‘core’
range? Magazines, cards, stationery,
papers and Lotto are all considered to be
core, but newsagents are more than that.
Making your newsagency a destination
is something you should think about on a
daily basis, but how do you attract a new
following of loyal customers?
Start thinking of your newsagency
as a store; one that sells more than the
traditional items. Then start thinking outside
of your four walls. You have a store that is
a part of a community, no matter how big
or small, and it is that community you need
coming into your store. If you are not already
doing a least one or two of the following
things, then I suggest you may find that by
trying a couple of ideas, more people in your
community will visit your store. Especially
when they find out about the range of
products and services you can offer.
Join the local Chamber of Commerce (or
Lions Club, etc). You will be surprised
who is already a member. You will also
more than likely meet other shop owners
and people you have not seen or heard
of before, the local fire brigade, doctors,
dentist, professionals like solicitors and
accountants. All these people have needs
and chances are many of those needs
can be fulfilled by your store.
Approach a local sporting club. Offer
sponsorship, or a club discount card.
This is usually good to get mums and
dads and the kids into your shop. Put
photos of the club teams up in your
shop. There is nothing better than a bit
of local pride and interest.
Start a weekly newsletter. Once the
format is done, it is quite easy to keep
it relevant and interesting. Naturally
you should advertise products and new
items, but include interesting facts.
Again, things about the community
are always good. Run a newsletter
competition if you like and have
someone else in the community design
it for you. You can offer a prize for the
one you decide to run with.
Make friends with you local doctors. Give
them old magazines to put in their waiting
room, but don’t make them too old. Or
use some of the promotional magazines
you may get from time to time. But spend
a little time to include a sticker on the
magazines stating, ‘Proudly supplied by
Your Newsagent’ . You can even go so far
as to stick an advertisement for your store
inside the front cover.
Ask suppliers for help to run event days.
This can be almost anything you like. It
could be a sale day, or you might get a
magazine publisher to send a celebrity to
sign copies. You could run an information
evening for people base around
technology. Invite seniors and their
families to attend an evening to learn
about using their computer, or mobile
phone, etc. Suppliers can help with this,
but so can you r neighbours. Ask the
local computer store to help. He will get
something from it and so will you.
Get online. Even the most basic online
presence is better than none, but it
must be current and up to date. Old
information and pricing won’t cut it.
Create a Facebook page for your store
and ask people in store to ‘Like’ your
page. Then they will get the feeds
from your Facebook page as you post
them. Again, don’t over post and keep
it relevant. You can mention the local
sports club results, and then advertise
a new line of products. Remind people
about a big Lotto draw, or to recharge
their mobile next time they are in store.
Get the sporting club you sponsored to
‘Li ke’ you.
If you have an external window or
display space, change this every few
days, or at least once a week. Keep it
fresh and keep it different. Don’t just put
up posters for weekly magazines. We
all know they come in weekly. Rather,
promote a new line. Mention gifts or
mobile phones. Promote a stationery
Don’t forget to promote ‘Youth’
magazines from time to time. Believe it
or not, you want these young people in
your shop. They will spend money more
easily than the older generation and will
be the consumers of tomorrow.
Produce some flyers about all the great
things you do, and the products you
stock. Let people know you are good.
You will need to do a letter box drop or
similar. You could also have your flyer
on display at the local real estate agents
in return for having some of their real
estate books on display at your store.
Cross promote with the local nursery.
Get them to supply some plants for
a store display, and you could have
a couple of gardening magazines on
display at their nursery and some flyers
directing people to your store.
If you sell gifts, offer a free wrapping
service, but make it only available
during quieter times.
Have a look around your area or
shopping centre and look to fill gaps.
Is there a book shop? What about a
gift shop? Can a consumer on the way
to work early in the morning get a cup
of coffee? Does anyone sell mobile
phones? What about a photocopying
service or photo printing?
There are lots of ways to make your
store a destination. Some will work for
you and some will not. The thing is to try.
This way you can find out what your local
community responds to. They will soon
give you feedback, so use it.
There is nothing wrong
with telling people how good
you are. So make a song and
dance about all the products
and services you offer your
Links Archive June 2011 August 2011 Navigation Previous Page Next Page