Comments on: Borders’ In-Store-Only Coupons Sign Of A Much Bigger Problem http://storefrontbacktalk.com/e-commerce/in-store-only-coupons-sign-of-a-much-bigger-problem/ Techniques, Tools and Tirades about Retail Technology and E-Commerce Sun, 20 May 2012 01:49:40 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Keith http://storefrontbacktalk.com/e-commerce/in-store-only-coupons-sign-of-a-much-bigger-problem/comment-page-1/#comment-61129 Keith Wed, 20 May 2009 17:36:34 +0000 http://www.storefrontbacktalk.com/?p=2859#comment-61129 It seems that Borders has set itself up for failure in its Web strategy. It sells a majority of items at borders.com at list price. To make coupons only valid in a B&M store further alienates those who would prefer to shop online. So, yes, while, as Kelly says, book people go to book stores, there is a huge market of those who will pass right on by borders.com and go to amazon or bn.com. Borders is leaving money on the table. It seems that Borders has set itself up for failure in its Web strategy. It sells a majority of items at borders.com at list price. To make coupons only valid in a B&M store further alienates those who would prefer to shop online. So, yes, while, as Kelly says, book people go to book stores, there is a huge market of those who will pass right on by borders.com and go to amazon or bn.com. Borders is leaving money on the table.

]]> By: Kelly http://storefrontbacktalk.com/e-commerce/in-store-only-coupons-sign-of-a-much-bigger-problem/comment-page-1/#comment-60622 Kelly Fri, 01 May 2009 15:03:09 +0000 http://www.storefrontbacktalk.com/?p=2859#comment-60622 Book people go to book stores and shop online only when they know exactly what they want. Coupons online result in lower average sales. Coupons in-store lead to impulse buying and much higher average sales. If Borders wants to grow sales driving traffic into the store is key. People who read and shop for books are the ultimate multi-channel consumers, they'll make a store trip with a good offer. Book people go to book stores and shop online only when they know exactly what they want. Coupons online result in lower average sales. Coupons in-store lead to impulse buying and much higher average sales. If Borders wants to grow sales driving traffic into the store is key. People who read and shop for books are the ultimate multi-channel consumers, they’ll make a store trip with a good offer.

]]> By: Brad http://storefrontbacktalk.com/e-commerce/in-store-only-coupons-sign-of-a-much-bigger-problem/comment-page-1/#comment-60592 Brad Thu, 30 Apr 2009 14:52:45 +0000 http://www.storefrontbacktalk.com/?p=2859#comment-60592 I am a typical geek with over 25 years sitting behind the computer screen. I buy online all the time. Even have special bank accounts setup just for online buying. I hate buying books online. Books are a tactile experience, shopping is half the fun. Even techie books require a good looking through before I decide between the 5 or 10 possible choices. If I want to save money and know exactly what I want, I go to Amazon. Good discounts and lots of used vendors. When I get an in-store only coupon it encourages me to go and shop. How often do I walk out with only one to use the coupon on? Never. On the web site it's so sterile that I buy the item, log the coupon and I'm gone. The strategy pushing people towards brick and morter has a good foundation in this business. Very tactile, very shopping oriented. Bravo Borders for going against the grain! I am a typical geek with over 25 years sitting behind the computer screen. I buy online all the time. Even have special bank accounts setup just for online buying.

I hate buying books online.

Books are a tactile experience, shopping is half the fun. Even techie books require a good looking through before I decide between the 5 or 10 possible choices.

If I want to save money and know exactly what I want, I go to Amazon. Good discounts and lots of used vendors. When I get an in-store only coupon it encourages me to go and shop. How often do I walk out with only one to use the coupon on? Never. On the web site it’s so sterile that I buy the item, log the coupon and I’m gone.

The strategy pushing people towards brick and morter has a good foundation in this business. Very tactile, very shopping oriented.

Bravo Borders for going against the grain!

]]> By: Will Mc Kenna http://storefrontbacktalk.com/e-commerce/in-store-only-coupons-sign-of-a-much-bigger-problem/comment-page-1/#comment-60582 Will Mc Kenna Thu, 30 Apr 2009 13:33:21 +0000 http://www.storefrontbacktalk.com/?p=2859#comment-60582 I'm not sure that I agree with your premise. I think most Borders' customers enjoy the in-store experience and just view the emails as an (informational) annoyance. The coupons serve as an reminder/incentive to go get 'that book' you were needing anyway. Borders' problems, I believe, stem from a shrinking base of readers plus the obvious economic reality that eating comes before reading. Like many retailers they are trying to get more from less. I’m not sure that I agree with your premise. I think most Borders’ customers enjoy the in-store experience and just view the emails as an (informational) annoyance. The coupons serve as an reminder/incentive to go get ‘that book’ you were needing anyway. Borders’ problems, I believe, stem from a shrinking base of readers plus the obvious economic reality that eating comes before reading. Like many retailers they are trying to get more from less.

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