Notes - Places that are dedicated to selling new, physical...

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Places that are dedicated to selling new, physical books – online stores included Key success Pricing – Most important o Determines who buys what o Varies by segments – college bookstores expensive o Prices are going to drop as things go online Strong brand image o Not having to advertise o No push marketing – you don’t have to remind them that the bookstores are there o Have brand out there – you don’t have to develop it o Works for all segments o May have to start doing more ads and promotions to keep up with competition Differentiation – coffee (Joe Mugs, Starbucks), loyalty cards, coupons o Experience work force: In order to satisfy customers, operators need to have staff who have relevant knowledge of the products currently being sold. o Attractive product presentation: The internal display of stores should be inviting and encourage impulse buying. o Varies by segments – college bookstore can’t get property of the professors who write books, can’t return, renting
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Notes - Places that are dedicated to selling new, physical...

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