Media giant revamps its retail outlets
Retail Concept Development
A leading media organization in Southeast Asia was observing a decline in print sales and wanted to arrest this trend. Existing was a broad distribution network ranging from shelf space in chain convenience stores to independently run newsstands. The challenge was to identify the points in the distribution chain that could be optimised to increase print sales and influence customer perceptions of the more than 100 different newspaper and magazine titles under its portfolio.
The team reviewed the different channel partnerships and identified the independent newsstand as the primary vehicle for delivering a new brand experience to consumers. These newsstands did not have a standardised product range, and the nondescript look and feel of the kiosks did not make them appealing to passer-bys. To refocus these vendors on the core publication line, the team redesigned the store concept from the ground up, beginning with a profitability study and rationalisation of the merchandising mix.
The Leap Forward
The organisation today has about 50 franchised media pods sited at busy commuter points such as malls, subway stations and bus interchanges. The strategic changes to the business model and the design of the outlet have led to increased print media sales via these outlets.