The most significant change for many retailers may be the expansion of AfterShock’s returnability program. The publisher already offered full returnability for the first issue of a series (with a ten-copy minimum) and as of July 22, they also offer full returnability for the second issue as well, under the same conditions. Rotterdam acknowledged that it’s often difficult for retailers to determine realistic levels for the second issue of a series. “With returnability, our hope and our intention is to help you set those appropriate levels,” he said. “And our expectation is that will carry over to issues three and beyond.”
Rotterdam also touted the AfterShock Ambassador program, in which regional “ambassadors” work with individual retailers to improve sales (see “Exclusive: Aftershock Deploys First Nine Direct Market Ambassadors”), and the Advantage program, which offers retailers three different displays, a six-pocket, a three-pocket, and a counter display. “Over the last 12 months, stores utilizing these displays have sold 21% more AfterShock they did in the previous 12 months,” he said.
Because of the company’s strong sales (see “ICv2 Interview: AfterShock SVP of Sales and Marketing Steve Rotterdam”), Rotterdam said that AfterShock will now furnish displays and other merchandising items to all retailers, not only those in the Ambassador program. These will include displays, posters, brand- and title-specific shelf talkers, bookmarks, and stickers, door and window clings, and branded tote bags. They will also provide retailers with 30-second videos teasing new titles. Rather than spend money on advertising, podcasts, and sponsorships, Rotterdam said, “we're redirecting those dollars, from broad awareness outside your store to targeted merchandising and calls to action inside your store. We'd rather spend the money in your stores.”
