I have a relaxed view of browsers in my newsagency. That we welcome people to visit and read to their heart’s desire is part of our appeal. Regulars and first timers are welcome equally. It is especially enjoyable to see dads on a Saturday introducing their children to the tradition. Occasionally, however, browsers cross the line. When that happens we take a firm view.
If they photocopy something from a magazine, we make them buy the magazine or newspaper. If they tear out a page, we make them buy it. If they start to write a recipe or something else from a magazine, we ask them to buy it or leave.
While it is easier to do nothing and thereby avoid confrontation, action is essential – we’re in business after all.
The grey area is the regulars, the customers who come in, read the newspaper – even taking sections apart – and put it back on the rack for sale. They can be a barrier for other shoppers. They also damage product. At the moment, while we don’t stop them, we do work around them and demonstrate that they are in the way. Sometimes it works but mostly it does not. We know we need to tackle this as there are three or four customers who spend nothing and help themselves daily.
We had a woman who came in every day. She works at a local Public Service office. Every day she would stand in front of the high traffic womans magazine rack and each day she would read one magazine cover to cover. She never bought a thing.
I asked her to consider buying a magazine, she took umbrage and has never returned.
Have I lost a customer, NO. My magazines are now less handled and the area is now clear for true customer traffic. She wan’t going to buy anyway.
While I hate the signs that say ‘we are not a library’ there is a limit!
Conversely we had a lad lying on the floor! Reading a magazine. Iasked if he was OK. He said yeah. Im fine thanks. I expressed the view that since he was creasing and folding the magazine that he might wish to buy it he flushed red and left the store. 15 minutes later he returned (having been to the ATM) and purchased the magazine, we smiled to each other and he has been in and out of the store many times since.
Its a judgement call, not one policy will suit all customers.
It beats the asian model where all magazines are sealed in bags.
I have to agree there Brett. Magazines in sealed bags would be highly destrucive to the category.
And signs that say “we are not a library”, well, that is an obvious retailling no no on which too many newsagents fail the test. Negative signs, or signs that portray a negative message, should never be used in retail.