10-Feb-10

PARTWORKS - HANDY HINTS AND TIPS TO BOOST SALES

 

1.      Give every new launch you are sent a chance – it might not always be a subject matter that appeals to you, but in general, supplies are based on existing titles that already sell in your store. Almost certainly what is sent to you will appeal to some of your customers.

2. Partworks are usually advertised for two weeks on national television from the launch date.  Make the most of this mass market advertising and maximise your sales by displaying the products on or adjacent to your till and multi-face the product in a prime selling position at eye level on your magazine shelving.  It is also worth considering displaying partworks next to magazines of a similar subject matter - eg Art of Crochet with your women's magazines.

3.      Manage your orders.  Despite all the systems available no one is better placed than yourself to understand how many you are going to sell. Get in the habit of revising your order issue by issue and when supplies are already locked, remember to place a repeat order at the earliest opportunity.

4.      Advertise to your customers your shop save and Home News Delivery services.  Train your staff to tell customers every time they buy a Partwork that you can reserve or deliver their copy to avoid disappointment. The ‘Just Ask’ initiative has just re-launched in 2009 and consumer awareness is growing every day.

5.      If you are offering a home delivery or shop save service, safeguard your profits and avoid unnecessary losses but always obtain full customer details -i.e. name, address, telephone number along with a deposit for a minimum of two standard issues.

6.      If you are about to sell out of Partworks please contact your wholesaler. There is a generous trade counter available if you act quick and ahead of other retailers.

7.      If you get customers asking for back issues, make sure you place the order with your wholesaler ASAP, be clear to ask when these will arrive (sometimes they have to come from far afield, even abroad) and do not overpromise.

8.      Manage your supply figures whilst the title is on SOR to ensure that you maintain enough copy for casual/impulse buys and so you can accurately reassess your order when the SOR period ends.

9.     If you intend to sell more than just the SOR issues, re-advertise your shop save service by telling each customer that makes a purchase and by  issuing a leaflet with parts 3 to 7.  This is particularly important to remember to offer from as early as part 1, as capturing sales at the beginning will ensure you will reap the rewards later.

10.   Become a destination store. Consumer awareness and expectations will be high, particularly when other launch activity is low.  Don't get caught out by returning copies early.

 

 

 
Author:
Brian Murphy
Publisher:
National Federation of Retail Newsagents
Date:
10-Feb-10

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