Continuing our investigation into social media campaigns as a successful digital marketing strategy its worth to look at how other book retailers/competitors have used digital channels. New emerging technology, innovation and creativity have pushed book retailers into a digital frenzy. Borders & Books is a prime example of how volatile the book retailing industry can be if one does not keep up with digital channels and technologies.
One of the most effective ways of marketing for these brick and mortar companies is creating an Omni channel experience. Cross-promotional selling to enhance, support and amplify the consumer experience (Goldberg, E. (2014). In order to find a successful digital strategy for Waterstones, looking at similar retailers success stories is very insightful.
Source: Digital Channels for Book Retailers | Catalinas Digital Footprint