Book wars 1
Book wars 1
The Chicago Tribune reports that in the increasingly brutal book wars, Borders in the USA is learning what coffee chains have long known: encourage shoppers to think of you as a home away from home and they'll spend more, maybe even become regulars.
To spur that feeling, Borders quietly unveiled a programme that invites book club groups to convene at its cafe spaces instead of in club members' homes. The step is geared toward helping the money-losing bookstore chain drum up sales and reshape itself into a local gathering place instead of a faceless superstore.
Last year, the company began book club nights hosted by store employees based on books that Borders selected, starting with Kate Jacobs' "The Friday Night Knitting Club" in April. At that time, the retailer also introduced display tables stacked with Borders' recommendations for book club discussions. The latest effort focuses on bringing in readers interested in selecting their own books and leading their own discussions.Borders has been closing stores in recent years to adjust to falling sales as Amazon and Wal-Mart grab market share. The superstore book chains also hurt themselves by replacing booksellers with cashiers, a move that sent avid readers to independents.
Via Marketing Daily
Thursday, 25 March 2010 08:08