On the Border of Experience Overload?
Selling books is a hotly competitive business these days, with all of the major players and many of the local retailers creatively vying for customers. (Watch for an upcoming article about all the goings on in our January/February issue of 1to1 Magazine). We recently wrote an article in 1to1 Weekly on Borders' updated loyalty program, and then blogged on the topic of whether there's a reward in using reward programs.
Interestingly, the article prompted a note from reader Bob Lang on another one of Borders’ retention strategies: Borders TV.
No, not TV as in “sit on your couch at home and grab the remote.” TV as in, “I’m trying to look for an interesting novel, but there’s programming on cooking tips with information on cookbook playing on the flat screen located down the aisle.”
Lang wrote about his encounter with Borders TV:
“There is something wrong about being in the middle of the magazine department at the Danbury, CT, store and being forced to watch TV because they have both audio and video on. Maybe, and I say maybe, it could have some value for the lonely in the coffee shop area. But, for those who still like the printed word and want to escape TV everywhere and relax in the quiet peace of a bookstore, even the elevator music can be an assault on our senses. Why make it worse? It would seem to me that short-term profits will be gained at the expense of long-term customer satisfaction. But what do I know? I am just a customer.”
In my response I wondered what kind testing Borders conducted with what segment of customers before launching Borders TV. So Lang decided to conduct his own straw poll:
“I was on the faculty for a lawyer training program this week in DC, so I did my own informal survey on the subject and the response was 100 percent negative. And if lawyers aren’t a prime part of [Borders’] demographic I will eat my hat.”
In an interview with The New York Times Borders CEO George Jones said, “you browse, buy a latte, read a magazine. It’s...another way that we can bring knowledge and entertainment.”
What do you think? Is Borders TV, which shows special offers and content from Borders.com and media partners, an inventive way to capture customers’ attention and showcase cross-channel offerings or is it an assault on the senses? And what about all those flat screens showing up in malls and elsewhere? Effective or clutter?
