Media Investment in Display Units Such as Brochure Holders is Important to Recovery
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How does the print based media industry recover from the current economic climate?
Ivybridge, Devon, UK, May 18, 2009 -- For many companies media sales are not
performing to target whether it be newspapers or magazines.
Large media...
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How does the print based media industry recover from the current economic climate?
Ivybridge, Devon, UK, May 18, 2009 -- For many companies media sales are not
performing to target whether it be newspapers or magazines.
Large media
organisations have seen lost sales as consumers are tempted into other media areas.
Multimedia in particular through television, radio, and the internet continues to
deliver a new and exciting media format, readily available.
Luminati, the acrylic
fabrication company, has launched many new multimedia displays and are continually
developing bespoke display solutions such as dump bins and other display units to
meet the needs of customers looking for new and innovative ways of presenting
media.
Many people in the media industry see a traditional media decline as inevitable.
However, Luminati strongly believe media companies can continue to deliver sales by
taking a fresh approach across retail store environments.
If you look across the
majority of retail stores printed media such as newspapers and magazines are
generally only available in the ?News & Mags? area.
Why are they seeing a decline?
One key reason is that only a small percentage of shoppers on any given shopping
trip enter the news & mags area.
This has been stated as low as 10%.
90% of
shoppers do not enter the News & Mags area on a type shopping trip.
Hence why many
savvy retailers put newspaper dump bins and brochure holders by the store entrance
or even outside the store.
What do other categories do? Retailers and brands work together to target
customers by organising product to meet or even encourage shopper logic.
For many
categories retailers have created new ways of driving sales such as Asda with ?big
night in?, where drinks, confectionery and dvd?s are merchandised together.
Category positioning is key.
What?s also key for particular categories is their
ability to pick up on the impulsive nature of customers.
Print media is high on the list of impulsive products.
Other impulsive categories
drive sales by targeting secondary display units such as gum on aisle ends
displays and checkouts, batteries on gondola displays and aisle ends, financial
services in multiple display locations and so on.
When these products were taken
off many retailers checkouts these new in-store positions were there to regain,
maintain or drive sales.
What have newspapers and magazine companies done?
Well they can certainly do a lot more.
2 tier and 3 tier acrylic displays, brochure holders, dump bins and other display
units, are often seen as the vehicle merchandising media but in the majority of
cases this is in the location of the News & Mags area.
The answer for media companies is to provide merchandising displays to attract and
encourage product pick up from customers where they shop, in locations to drive
impulsive sales and regain consumer habits for printed media.
If media companies
do nothing, nothing will change.
For further information about product display units see
http://www.
mediastands.
co.
uk.
contact :
Steve Senior
Luminati Waycon Limited
Lower Unit 1
Redlake Industrial Estate
Ivybridge, Devon PL21 0EZ
0175-2698-116
steve@luminati.
co.
uk
http://www.
luminati.
co.
uk
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