Yesterday I walked out of two different convenience stores because they were out of stock of the products I went in to buy.
We know, from research conducted over the last gazillion years, that one of the most popular missions that shoppers use c-stores for is “distress”; so poor availability/out of stocks just disappoints and irritates them.
But how important IS availability and how do shoppers behave when it’s poor?
We asked the members of KAMunity; “If your preferred brand of crisps was out of stock, what would you do?”
30% said they would go to another store, 39% said they would buy a different brand but would possibly not make that store their primary choice in future and 31% said they’d buy another brand and it wouldn’t be a problem.
If you’d like to know what shoppers said for YOUR category, reply to this email- and don’t forget to mention which category you are interested in!
A busy weekend coming up, starting with dinner in East London tonight with a friend and then driving up to Warwick straight from tomorrow’s gym session to stay with some friends. They like a G&T or two, so we’ve planned a long walk around Warwick town on Sunday, checking out all the historical sites, including a tour of the castle, before driving home to London to start a new Netflix series (recommendations welcome!).
Have a good one!
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