If you download the Officeworks app onto your smart phone you have a tool to show customers that you are generally not more expensive than the big stationery warehouses – even those which advertise being 5% cheaper! Look up some items and compare prices. Take the Bic 4 colour grip retractable pen – advertised online at Officeworks for $3.61; price at the newsagency? $3.20.
Collect a few examples, make a little chart, show it to customers.They tell their friends, and through word of mouth more customers feel comfortable that as well as shopping conveniently they are not paying more at the newsagency.
As the big guys use advertising to create the perception they are better/cheaper/friendlier through advertising – don’t let this go unchallenged. Prove you are a better option time and again. No good whinging – do something!