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Walking into a Barnes and Noble, I feel immediately comfortable. The way they have their stores set up makes it easy to browse, explore, and even to sit and read. With their cafes, comfy couches and chairs, B& N encourages customers to enjoy themselves. They are selling a whole experience, not just a book (Barnes and Noble. com). That is what makes them so unique in the book business.
With the opening of their online store, B& N at first had problems. It was in 1996, that they first launched and estimated expense was over 50 million dollars (Trafficlabs. com). The reason for the problems was that the internet was relatively new, and Amazon had already carved out a niche for books online. It was in the combining of the brick and mortar store, and online services that saved the internet selling. Another thing that B& N did to make themselves different from Amazon, was to offer used books, out of print books, and rare books.
Combining these features, with the stores has made the merging of online and physical locations a success. The target markets for B& N's physical stores are mainly to people who want the experience, not just a book. These people are usually more highly educated than the general population. They want experienced booksellers who are knowledgeable about where books are located, what books are out by a certain author and knowledge of books in general (Barnes and Noble. com). The target market for their online customers, are for those who want the convenience of selection, but without the need to go to a store.
For these customers, having the selection at their fingertips, makes it easier for them to get something they want. With a click of a mouse button, they have what they want, and it is shipped directly to their homes. Also with B& N online, often, the prices for books are a little cheaper than in their retail stores. B& N use a strategy of convenience and comfort.
In their store, products are placed in easy, accessible areas, alphabetized by author, and grouped together in sections. These things make it very easy for a customer to navigate through the store and find what they want. In their online store, links and search buttons make it very easy to surf their website. You can search by author, title, or even subject. B& N makes it easy for a customer to find what they want online. Pricing also makes it alluring for customers to use the online store.
The prices of products are a little cheaper than in the retail locations. With this added incentive, B& N used this strategy to lure online customers. I believe that Barnes and Noble have done a very good job listening, anticipating, and working with customers for what they want. They have made their stores comfortable, educational, and in general, a pleasant experience waiting to happen. As soon as a customer walks through the door, the atmosphere is enticing.
I think that their strategies are working because of their immense growth. New stores are popping up in many cities. That unto itself is a testament to their success. They have made shopping for a book more than just shopping for a book. I think that as long as they continue to listen, anticipate, and learn what their customers want, then Barnes and Noble should continue to be successful. Each store is unique, and that also makes B& N stand out above the other bookstores.
I really don't have any recommendations for things they should be doing differently. I think that they have done a pretty standup job. I know that when I shop for books, I always love going into a Barnes and Noble.
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