Digital Channels for Book Retailers

Book Retailers using Digital Channels; a Closer Look at Barnes & Noble

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.

 

Barnes and Noble

Barnes and Noble is a leading US book retailer very similar to Waterstones in its ideals, products and service. This company understood the need for the implementation of digital strategies as companies such as Amazon, Google and Apple Inc. began to enter the market. The company has used a variation of digital channels to promote its physical stores.

Advertisement Campaigns

“You never know who you’ll meet at Barnes and Noble” the 2015 advertisement campaign that featuring popular artists Tony Benett and Lady Gaga singing Baby Its Cold outside whilst looking for gifts for each other in Barnes & Noble (Lewis, H. (2015). The You Tube video has 511,051 views.

Social Networking

Over the holidays Barnes and Noble used twitter as a source of consumer engagement to give them the experience you get in store on social media. #BNGiftTip allowed customers to tweet questions or advice on what present to get someone. For instance you could tweet ‘What’s a good gift for a Southern food blogger who loves to read?” experts would reply “Southern food cookbooks make a great gift, check out this one by Martina McBride” this is a prime example of how a book retailer uses digital channels to engage and create personalized content (Goldberg, E. (2014).

Search Marketing

B&N use an extensive content marketing approach in order to keep up with its competitors. Its digital presence does not go unseen as it almost always come up as one of the first website when searching for books online in America.

Email Marketing

Barnes & Noble has undoubtedly mastered email marketing, its tailored, personal and easy to unsubscribe from. The company allows you to choose what type of emails you want to receive and how often (Klein, J. (2012). More often than not email marketing can be a tricky form of direct communication because it can become spam to a consumer. B&N made it easy even to unsubscribe.

Mobile Applications

One of the coolest things I have found on my investigation into B&N digital channels is their Google Express app. You can order a product from one of the local stores and it will arrive in a few hours (Goldberg, E. (2014). I can imagine this ways B&N way of keep up with Amazons same day delivery.

Barnes & Noble has been significantly successful when keep up with its competitors and keeping the book retailer buzz alive, for more reasons why their marketing strategy is so efficient checkout this blog post!

 

The Importance of Digital Channels for Book retailers

Consumers have never been more technology savvy and with the increasing use of applications and websites online researching a product or service before purchasing is a common notion (Ryan, D. & Jones, C. (2009). This is why companies need a digital presence to be recognized by consumers. Digital channels allow companies to reach consumers far more effectively and efficiently. One-way communication channels can be used to guide, promote, build relationships and inform consumers (Taiminen, H.M. & Karjaluoto, H. (2015).

The expectation is that brand awareness will be created through authentic conversations and stories, which create value to the consumer (Taiminen, H.M. & Karjaluoto, H. (2015). Digital presence is not only about being visible to the consumer via search engine but also generating a two-way relationship that does not force sales on the consumer (Taiminen, H.M. & Karjaluoto, H. (2015). One of the most important concepts that a company should remember when incorporating digital channels is that by listening, being transparent, empathic and open with its consumers is that you reap the rewards (Karjaluoto, H., et al. (2015). By doing this you are gaining insight into one of the most valuable resources; customer data.

 

References

Trachtenberg, J. A. (2011, Feb 23). Barnes & noble’s profit tumbles 25% — book retailer cancels dividend to free up funds for its digital strategies. Wall Street Journal Retrieved from http://search.proquest.com.ezproxy.brighton.ac.uk/docview/853199844?accountid=9727

Karjaluoto, H., Mustonen, N. & Ulkuniemi, P. (2015), “The role of digital channels in industrial marketing communications”, Journal of Business & Industrial Marketing, vol. 30, no. 6, pp. 703-710.

Taiminen, H.M. & Karjaluoto, H. (2015), “The usage of digital marketing channels in SMEs”, Journal of Small Business and Enterprise Development, vol. 22, no. 4, pp. 633-651.

Meloni, J. (2011). Barnes & Noble uses deals, content marketing to attract Cyber Monday sales. Available: http://www.brafton.com/news/barnes-noble-uses-deals-content-marketing-to-attract-cyber-monday-sales/. Last accessed 27th Jan 2016.

Klein, J. (2012). Email Marketing Excellence: The Barnes & Noble Unsubscribe. Available: http://www.strongview.com/resources/blog/email-marketing-excellence-the-barnes-noble-unsubscribe. Last accessed 27th Jan 2016.

Lewis, H. (2015). Barnes & Noble Founder Created Lady Gaga, Tony Bennett-Starring Holiday Campaign. Available: http://www.hollywoodreporter.com/news/barnes-noble-founder-created-lady-840073. Last accessed 27th Jan 2016.

Ryan, D. & Jones, C. (2009), Understanding digital marketing: marketing strategies for engaging the digital generation, Kogan Page, London.

Goldberg, E. (2014). Barnes & Noble’s Social Media Campaign Drives One-to-One Customer Service – See more at: http://www.emarketer.com/Article/Barnes-Nobles-Social-Media-Campaign-Drives-One-to-One-Customer-Service/1011686. Available: http://www.emarketer.com/Article/Barnes-Nobles-Social-Media-Campaign-Drives-One-to-One-Customer-Service/1011686. Last accessed 27th Jan 2016.

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