Why Periodicals
There are multiple reasons to carry periodicals in your retail location. Not the least of which is the profitability the category itself provides; greater profitability than many other items in your store.
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Profitable
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Capture and Maintain Attention
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A Positive Experience
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Impulse Purchase Items
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Habit forming
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Beneficial Beyond Immediate Sales
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Risk Free
Have you ever watched what happens when someone hits the magazine and book aisle in your store? Most slow down, as if they are escaping the chore of shopping even if only for a few minutes. Whether in a grocery store or convenience location, consumers linger over the magazines, browse through the books and visibly relax.
They linger… and lingering in your store results in increased sales overall. It is proven that the longer someone is in your store, the more likely they are to buy and buy more.
Magazines and Books provide consumers entertainment, relaxation, escape, knowledge, and inspiration. They validate lifestyles and interests and are viewed as a reward, also a luxury that can still be enjoyed upon a budget. Some of the most popular magazines are ones that offer up tidbits about our favourite icons in the entertainment industry, thus feeding our voyeuristic tendencies. Multiple studies have been conducted, that indicate periodicals are viewed by consumers favourably and provide value. Magazines and Books provide consumers with a positive experience, that experience within your store adds to how consumers view your store brand overall.
Magazines and also books to a certain extent are habitual impulse purchase items - Consumers will buy them on impulse thereby providing retailers revenue they wouldn’t have had previously.
They are habitual in nature; those consumers who tend to buy the same favorites time after time will purchase from those that they know carry them.
Despite today’s distractions, people are continuing to read and seek out information. The impulse nature of this product suggests that it continues to have strong potential.
According to a recent study…“Contrary to certain alarmist claims that there is a trend towards a lower reading rate in our society or that the Internet has had harmful effects on reading habits, this national survey has shown that reading for pleasure remains a solidly established and widespread habit with little or no change over the last 15 years.
…87% of those polled read and 54 % read virtually everyday.”
2005 “Reading And Buying Books For Pleasure – 2005 National Survey” Createc + (March 2005)
Beyond the profitability that magazines and books provide as a category, magazine buyers tend to spend more than the average shopper. 70% more on average!1 Those same shoppers also make more visits per year to the store. Add this to the higher than average purchase price, inventory turns and the positive branding influence and you begin to see why carrying magazines and books is just smart business. But wait, there’s more. Consumers purchase those items that are advertised in magazines. In fact heavy magazine readers are likely to be the largest spenders overall.
Finally, carrying magazines and books is Risk Free. All magazines and books are fully returnable to The News Group. |
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