Newspapers
Newspapers - Best Practice
As part of their Convenience Tracker Programme (CTP), him! Research have provided ACS with an up-to-date best practice checklist for the newspaper category. The following is based on their most recent research in which they surveyed 30,000 shoppers across the UK.
Are you making the most of this category?
1. Always stock newspapers - Newspapers attract more shoppers than any other category to c-stores – 18% of all independent convenience store users visit their store of choice specifically to buy a newspaper – not stocking them therefore ‘pushes’ shoppers to the next shop that does.
2. Do not merchandise newspapers on the floor below magazines - while 27% of shoppers buy newspapers, and they are a daily purchase typically, only 7% of shoppers buy a magazine and they are a monthly, or at best, weekly purchase.
3. Give news a high visibility location where all customers cannot fail to see them clearly. News International (Sun & Times publisher) conducted some research in 2002 that showed that over 30% of Newspaper buyers at Forecourts bought the newspaper on impulse (i.e. they did not arrive intending to buy it).
4. Use external Newspaper displays – they’re the best way to ‘sell’ newspapers and it is a clear advert that newspapers are being sold (If space allows get both external and internal – and keep them both well stocked). Newspaper wholesalers can supply these.
5. Display front covers and headlines clearly – to increase impulse sales.
6. It is essential that the top sellers do not go out of stock - shoppers are extremely loyal to their regular newspaper and you risk losing their custom for good if it is not available. Absence of key titles at any time of the day will reduce the impact of the category as a whole.
7. Use creative wastage - if papers look like they may get left over near the end of the day, find ways to ‘give them away’ for extra sales to help reach MEL – i.e. spend over £x in stores (do not make the threshold too high) and receive a free Newspaper, or a free newspaper with every car wash etc.
8. Concerns over hitting MEL? If so, reach an agreement with a local “wholesaler” (i.e. newsagent) with reduced margin from 23% to 15%.
9. Keep newspapers fully stocked throughout the day – there is a belief that morning title sales only happen in the morning, this is not true.
10. Use simple, impactful category signage to improve awareness of news – internally and externally. Location of the category by the entrance in a news cube, or outside the store, especially at forecourts will also help.
11. Place copies of a top title on or near the counter to maximize impulse sales.