successful point of sale promotions...o title spotlight within standard run of shelving. o clip-on /...
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Successful Point of Sale PromotionsJim Bilton, Managing Director, Wessenden MarketingVDZ Distribution Summit, October 2017
VDZ Distribution Summit 2017 I Wessenden Marketing I Slide 2
Amazon’s current retail activity
o The international context
o Standard retail mechanics for magazines
o Consumer perspective on magazine displays
o Key trends in current promotional activity
o Retail tech
o Summary & conclusions
Presentation outline
VDZ Distribution Summit 2017 I Wessenden Marketing I Slide 3
The international News & Magazines context
VDZ Distribution Summit 2017 I Wessenden Marketing I Slide 4
o Supply chain stresses
o Declining retail universes
o Space & range under pressure
o More creative thinking needed
o Mainline magazine display area
o Edge of the mainline magazine area
o Out-of-category / secondary siting
o Till / check-out
o Other display opportunities
o Non-display & out-of-store
Standard retail mechanics for magazines
VDZ Distribution Summit 2017 I Wessenden Marketing I Slide 5
o Title spotlight within
standard run of shelving.
o Clip-on / “parasite”
display unit.
o Simple shelf-edgers on
standard run of shelving
o Fins / category markers
o Stickers / bookazines
1. Mainline magazine display area
Single title displays within own magazine sector
VDZ Distribution Summit 2017 I Wessenden Marketing I Slide 6
o Newscubes, mixed
newspapers +
magazines
o Gondola ends /
promotional bays
o FSDUs
o Graphics panels
o Stickers + bookazine
units
More creative & tailored units
Multi-title, themed, seasonal promotions
2. Edge of the mainline magazine display area
VDZ Distribution Summit 2017 I Wessenden Marketing I Slide 7
3. Out-of-category / secondary siting
Permanent displays in relevant FMCG area
Temporary displays with a linked FMCG product
VDZ Distribution Summit 2017 I Wessenden Marketing I Slide 8
4. Till / Checkout
o Queue area magazine
units
o FSDUs
o Till-top / counter-top
o Fixed check-out racking
VDZ Distribution Summit 2017 I Wessenden Marketing I Slide 9
Shop windows
o Posters & tailored covers
o Large graphics
o Plasma screens
In-store plasma screens
5. Other display opportunities
VDZ Distribution Summit 2017 I Wessenden Marketing I Slide 10
6. Non-display & out-of-store
o Till-driven rewards (earning)
o Till-driven rewards (burning)
o Pre-paid retail vouchers
o Online shopping
o Listings fees
VDZ Distribution Summit 2017 I Wessenden Marketing I Slide 11
The consumer perspective
VDZ Distribution Summit 2017 I Wessenden Marketing I Slide 12
The consumer perspective
VDZ Distribution Summit 2017 I Wessenden Marketing I Slide 13
1. Stronger & clearer magazine area
Store entrance
+ stronger signposting
o Space to browse
o Strong lighting
o Quality, premium feel
o More excitement
o Better signposting
o More limited ranges
VDZ Distribution Summit 2017 I Wessenden Marketing I Slide 14
2. Showcasing & theming
Themed areas
based on
subjects,
events &
seasonality
VDZ Distribution Summit 2017 I Wessenden Marketing I Slide 15
3. Clear, strong & relevant promotions
o Big & impactful
o Instantly understandable
o Simple reasons to buy
o Simple redemption mechanic
VDZ Distribution Summit 2017 I Wessenden Marketing I Slide 16
4. Discovery
Consumers led more
creatively round category
o Touch screen directories
o Recommendations
o Best-seller lists
o Highlighting launches
VDZ Distribution Summit 2017 I Wessenden Marketing I Slide 17
5. Theatre through events & free gifts
o Events, demonstrations &
experiential
o Free gifts adding value
VDZ Distribution Summit 2017 I Wessenden Marketing I Slide 18
6. Copy other categories
VDZ Distribution Summit 2017 I Wessenden Marketing I Slide 19
Key trends in promotional activity
1. Making more of existing magazine retailerso Building loyalty & frequencyo From bottom-up brands to top-down categoryo Fewer, bigger & more focused promotionso Creating more theatreo Out-of-category / cross-categoryo Publishers working more closely with retailerso Better executiono Focus on convenience channelo Magazines & newspapers working togethero Data on “dark readers“
VDZ Distribution Summit 2017 I Wessenden Marketing I Slide 20
Key trends in promotional activity
2. Going beyond existing magazine retailerso Non traditional retailers + pop-ups
VDZ Distribution Summit 2017 I Wessenden Marketing I Slide 21
Key trends in promotional activity
2. Going beyond existing magazine retailerso Non traditional retailers + pop-ups
3. Publisher investment & product developmento Product investment
- Covers
- Print + digital added value- Added print value- Brand extensions- Launches
o Smarter out-of-store activityo Flexing cover prices
VDZ Distribution Summit 2017 I Wessenden Marketing I Slide 22
Retail tech
1. Retail techo In-storeo Shopper apps
2. Publisher techo i-movoo Readlyo Magazine shopper apps
VDZ Distribution Summit 2017 I Wessenden Marketing I Slide 23
Summary & conclusions
o The need to build frequency & basket sizeo More consistent & lasting promotionso Multi-channel & niche marketingo Leveraging digitalo Injecting theatre + surprise + experimentation
VDZ Distribution Summit 2017 I Wessenden Marketing I Slide 24
Summary & conclusions
o The need to build frequency & basket sizeo More consistent & lasting promotionso Multi-channel & niche marketingo Leveraging digitalo Injecting theatre + surprise + experimentation
Yet some big questions at a testing time....o Are we in the right retail outlets?o Are we spending enough money?o Can in-store processes be simplified?o Is the supply chain structure fit for purpose?
VDZ Distribution Summit 2017 I Wessenden Marketing I Slide 25
No silver bullets…..
VDZ Distribution Summit 2017 I Wessenden Marketing I Slide 26
Jim Bilton, Managing Director, Wessenden Marketing
Five Stones House, Tuesley Lane, Godalming, Surrey GU7 1SEEmail: jim@wessenden.com
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