The system is on trial with 31 retailers in Camberley, Surrey. The map, based on postcodes, will be used to identify retailers’ potential delivery areas, together with black spots where there is no news delivery. Retailers will then be able to target these areas with mail shots and promotions.
Jamie Newton, GTPR’s project manager, explained the aim of the initiative was to create new sales opportunities, not cannibalise existing customers. “WHSmith News and the national publishers are looking for real answers of lasting benefit, not quick fixes that catch attention but don’t deliver. GTPR is about building HND business by attracting new customers, not simply converting existing ones.”