Bespoke ranging carried out in more than 1,500 independent stores by distributor Frontline has led to sales growth of up to 7%.
The changes, trials of which started more than two years ago, mean poor-performing titles are removed and new titles are added based on each store’s sales.
“Specific sub-categories perform differently to others. To create a vibrant and positive magazine fixture in your store, you need to understand your customers,” said Frontline managing director Frank Straetmans at the NFRN’s annual conference last week.
“Although based on very complicated algorithms and rich data, the simplest way to explain it is we use big data to build a store-specific magazine range to maximise your opportunity. Local ranging increases sales, reduces shrink and time spent on the category and therefore should deliver a far more profitable category to you.”
Mr Straetmans added the local ranging formula has been applied to stores ranging from small units to large grocery shops, with sales rising from between 3% and 7% in every case.
The changes, trials of which first started more than two years ago, mean poor-performing titles are removed and new titles are added based on each store’s sales data.