This is of value to the retailer because it means that the presence of an attractive magazine destination department enhances the store experience for secondary shoppers，buying time for the primary shopper to shop longer and spend more.
Example：7-Eleven
When we met 7-Eleven's top management recently，they were extremely bullish about Magazines.
Their research shows that Magazines are a destination in 7-Eleven stores that drive customer traffic and add-on purchases.This is a slide they showed us of their objectives for magazines.They see magazines as a destination in 7-Eleven stores to be carefully designed，refined and leveraged，using store-by-store category management to tailor assortment to customer demographics.
Incidentally，the meeting also demonstrated the value of benchmarks-they were using erroneous data in looking at magazines.Our new benchmarks were welcomed enthusiastically.
Display to Destination
We are working on several initiatives to support the display-to-destination shift.
For the first time，we are commissioning primary research into the role and relevance of magazines to supermarket shoppers：their attitudes and behaviors around magazines；magazines role in enhancing the shopping experience and impact on customer loyalty.
We would also like to apply the best of design thinking to innovate how magazines are sold at retail；to design the form and function of an effective supermarket destination.
We are at an early stage of discussing how best to do this.
What Can We Do
I hope that this chart serves as a wake-up call for each of us！We must all pay greater attention to retail.And so I hope you're asking yourselves“What can we do？”
The magazine industry must work harder to make retail work better.
1.By building relationships with retailers，
2.By supporting category management，
3.By applying discipline to retail economics，