Independent retailers experienced sales uplifts of up to 50% during Hello! Magazine’s last promotion.
The sales increase follows the publisher sending out PoS packs to 750 independent stores which had the highest sales of Hello! magazine in March. According to Marketforce, retailers experienced an average sales uplift of 3% across the board, with the more successful stores increasing by as much as 50%.
Tony Clery, of Clery’s News in Tippery, who participated in the promotion, said: “I always get behind these promotions as they tend to be successful. By using the poster and display units I managed to sell an extra 15 copies a week, so for that period I was selling 35 copies a week.”
“By using the poster and display units I managed to sell an extra 15 copies a week, so for that period I was selling 35 copies a week.”
Emily Rouse, circulation manager at Marketforce, said there was “really positive feedback from retailers”, with counter display units that also clip on to shelves, the most popular piece of PoS ordered.
Alongside the packs, retailers were offered exclusive deals, which 111 retailers took up.
Kate Vaughan-Payne, senior project manager at Hello! magazine, said: “This was a much higher response rate than we were expecting, and we’re working with these retailers to promote the Queen’s birthday ahead of the celebrations around 11 June, and will continue to run similar deals with them in the future.”
The promotion – which started three weeks ago and ends on 30 June – aims to drive sales of Hello! magazine and its souvenir special, The Queen’s 90th Birthday, through themed merchandise including bunting and posters. Ms Vaughan-Payne added: “In-store theatre is crucial to boosting sales. To encourage retailers to get fully behind decorating we are asking retailers to send in photos of their display units, of which the winner will receive a Fortnum & Mason hamper.”
According to Marketforce, 23% of Hello! sales are through independents and symbol groups, which generates more than £3.6m a year through the channel.