Cowfold Seagull
Fan of the 17 bus
At The Amex club shop, you're only selling to the converted. They've got match tickets, they've probably bought much of the stuff already. In town, you're selling to, well, the town. The tourists, the dads birthday brigade, the parents with little kids. They probably won't be able to get match tickets this season, but they want to share in the club's success by wearing the stripes. Or buying the pencil case. Or the dog bowl. It's an absolute no-brainer. Bayern Munich, for example, have a major club shop at the stadium. They also have multiple heavily-stocked small outlets scattered around town. That's the model the club should be following IMHO. Seems to me they're not trying very hard.
I don't know, you may well be right. There again we aren't a Bayern Munich, or a Barcelona, or a Real Madrid . . . yet. Maybe if we survive this season, and get a foothold in the Premier League, the club will be persuaded to do something about it.