When a new partwork title comes in, promote it aggressively in a high traffic area. Create a bold display, ensuring everyone entering your shop notices it. Cover the display with product and posters. Don’t just use the cardboard stand that you receive with your stock. Allocate some shelf space and make it really obvious that you are selling the title.
All partwork titles are advertised on TV in the first two weeks of issue. This is your low hanging fruit (easy sales) period. A delay here can result in missed opportunity and huge sale casualties.
When a partwork has particularly strong sales, consider doing the following:
Win the customer from the outset. Sign them up when they purchase. Pitch your special care putaway service. Tell them that:
The special care you provide is a key point of difference. It’s hard work but worth the effort. Create a clean, organised physical process for storing your putaways. Professionally label all putaways with customer details. This demonstrates your customer care. It’s important to customers that they feel looked after, aadnd that you have their best interests at heart.
Consider this: a customer has agreed to get his magazine put away with you and a staff member enters the new order into the computer. Two weeks later, the customer comes in to the store to find out that the new issue of his magazine is not put away. The problem is that his order was put in, but the wrong title was selected.
The reason this scenario could occur is because, by default, any staff member can enter new putaway orders. It is possible to select the wrong magazine to put away, especially when so many titles have similar names. To fix this possibility, create an order form for staff to fill out. Then make one person responsible for entering the new orders into the computer. This will give your orders consistency, and reduce possible losses.
Get your customers to pay for their magazines when they pick them up. This frees up cash flow.
If you SMS or email the customer (an automatic feature that you can turn on in Retailer), the customer will be reminded to come in to your shop and pick up their magazine. This helps prevent customers from forgetting about their magazines. Automatically / Manually Sending SMS Alerts
Stay on top of back-orders. Supply can drop dramatically after the first couple of issues of a partwork, and you may not have enough stock to cover your orders. Read through the Customer Putaway Management advice sheet for assistance on the following points. You will need to:
Customers that request a back-order should pay upfront, as backorders are firm sales (see Customer Putaway Management.)
When contacting suppliers for backorders or supply increases, don’t bother calling or faxing. The phone is too slow and faxes get lost regularly. Use email. The suppliers include an email address on their invoices.
This tool in Retailer is designed to help simplify the tracking of customer putaways and back orders. To access the Putaway Management Screen, from the Main Screen of Retailer, click on Tasks -> Putaways Management. Please see Customer Putaway Management for the full breakdown of its use. You can also add a shortcut on the POS screen to Putaway Tracking, see Setting up POS screen.
Some customers get lazy or forgetful and lose interest in a magazine as time goes on. Most customers, when asked if they want to continue with the magazine, will wish to continue with the title until it finishes. It’s important to keep close tabs on what magazines have not been picked up, and call these customers and remind them to come in.