Home' The Channel Magazine : September 2011 Contents National Newsagent September 2011
I have been able to list quite a few
distinct reasons which have influenced
our shopping choices. Hopefully, it helps
other retailers think about whether it may
apply to them.
The title should probably be amended
to the reasons I (personally) don’t buy.
There is a single menswear retailer. The
name and the shopfront don’t appeal so I
have never even entered the store.
Reason for not shopping: Proposition.
The place just does not look like my kind
There are a few coffee shops (or places
that sell coffee). Some I have never been
into, others I have entered but will never
buy the coffee.
Reason for not shopping: Perception.
The machine is too small. A place that
sells good coffee is likely to be popular
and make a lot of coffee so they will have
a bigger machine.
There is only one supermarket
(Woolworths.) I do shop there but only if I
have to. (There is a bigger town about 15
minutes up the road, which we frequent
Reason for not shopping: Service. The
service absolutely sucks — the worst I
have ever come across in a supermarket
anywhere in Australia. I feel the staff
take us for granted because there is no
competition. This is reinforced by the fact
that the prices at the other supermarkets
There is only one service station. Actually
more like a convenience store with a few
pumps. The price per litre is often 10c
dearer than anywhere else. I make a habit
of stopping on the highway to fill up as I
head home. (Fuel is a grudge purchase,
so even if you can afford the extra few
dollars, most people avoid it if they can.)
Reason for not shopping: Price. But
especially because they blatantly rip you
off. The fact that they actually come out
and fill your car for you does not warrant
Iconic restaurant with the best possible
views anywhere on the coast. I had heard
at the local chamber that the owner is
(ahem) not a very nice guy.
Reason for not shopping: Word-of-
mouth. I don’t want to give my money to
someone who will probably not give me a
great experience. Word-of-mouth works
There is a chocolate shop that also sells
coffee. (A bad Max Brenner knock-off.)
This shop simply never enters my mind as
an option. I am not sure why.
Reason for not shopping: Habit. All I
can think is that the shopfront is so bland
that the place did not register — and my
coffee habits became entrenched; so they
have missed out. (And they aren’t doing
anything to change this.)
There is a bookshop — and I am an avid
reader, buying on average two non-fiction
books a month and I use the library for
fiction. I have browsed but I have never
bought. I tend to buy on impulse when a
topic catches my fancy. It is just so much
easier on the internet...
Reason for not shopping: Apathy.
When I browsed there was not even an
attempt to connect/interact/sell. Amazon
(not Dymocks) is the default purchase
option — and the habit is becoming more
entrenched. (I still prefer the physical
book, but not sure for how long.)
By Dennis Price
We have recently relocated to a small coastal
town with relatively limited local shopping
options. In the process we have been re-setting
our shopping habits and the shopping experience
has been more ‘conscious’ than usual.
I came up with examples of the
following reasons why I chose not to shop
at certain places. Here they are listed in
more commercial, rather than personal
For some reason this post was
perceived as an attack on ‘country living’
when all I attempted to do was explain
the factors that influenced my shopping
These reasons are not meant to be
scientific — but simply a reflection of the
range of rational and irrational influences
that determine choice of retail outlet.
The world is becoming a global village
and, whether we like it or not, this also
applies to shopping opportunities.
So, consider the list above again if you
will. These are the types of reasons why
people don’t buy from a business. And I
would hazard a guess that it is the same
in the country as everywhere else. It may
not be fair but that is that way it is.
What about your shop?
The experience shared by Dennis Price
really reflects the personal reasons most
of us have for shopping or not at some
locations. Most people couldn’t quantify
their reasons in fancy words — they just
‘know what they like’. T hey are more
useful perceptions than any written in
ACTION: Go to another newsagency
or two (because you may be blind to your
own) and see if it is a place you’d like to
shop. Think about what you experienced
and how you could avoid those mistakes in
Go back to your store:
• How does your shop look from the
• Can it be seen easily when driving past?
• Does it look inviting/exciting?
• How does your service stack up?
• Do you satisfy the most obvious needs of
• Is there laughter in the store?
Attend to the little things and the rest will
When I wrote the above post about reasons why people don’t buy it hit
a sensitive spot because it triggered considerable (personal) criticism.
REACTION FROM READERS
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