Instant need

This is a vending machine for books. Located on the train platform at Arlanda Airport where travelers are standing waiting for a train that takes them to Stockholm city in less then 20 minutes.

At first hand it looks quite smart, doesn't it? People may want something to kill their 20 minutes train ride.

But think again. Vending machines are usually made for fresh drinks and candy. How long does it take to consume a chocolate bar? Normally less than 10 minutes. Thus, it doesn't make sense to walk up the stairs just to get a wider choice in a conventional shop.

How long does it take to read a book? Well, something between 6 hours and 6 months. Then you'd better be sure it's a good book.

Moreover, you don't make plan for sweets. Rather sweets make plans for you. That's why we buy sweets, it's suddenly painfully available.  But even if "Place" in the marketing mix has been proven very successful in the book business, it doesn't mean we will buy to any price, anywhere.  Because the dependant variable to "demand for choice" is not "time available". It's "time for consumption".