15 Page formal report
chrisc727
every_book_has_its_place.pptxEvery Book Has Its Place
Overview
Barnes and Nobles has switched it’s merchandise marketing plan to streamline all of it loses it’s key advantages of location diversity.
Introduction
The Opportunity
This is a chance for Barnes & Noble to capitalize on it’s brick and mortar locations advantages of being in key cities to focus on what customers are looking for and create more revenue through simple marketing.
Current Situation
As of last June Barnes and Nobles has switched it’s merchandise marketing plan to become streamline for all of it’s brick and mortar stores. The idea is that to organize all stores the same way to streamline merchandise ordering and floor plan designs. With this centralized plan each store looses the ability to change designs and layouts to become more suitable to each locations customers i.e. books with Florida regional information are missing yet the have an abundance of it’s New York counterpart.
Key success factors
Store Adaptation
Change based on customer history/experience
Book diversity
Easy beach reads
Books on Florida specific topics
Analysis of alternatives
Alternatives would be limiting this ability to change only to regions making ordering easier yet still maintain diversity.
Barnes & Noble
HQ
Regional Director of Marketing
Store A
Store B
Store C
Strategic option
Benefits of option
Diversifying their stores in order to:
Bring each store it’s own centralized theme
Take advantage of locations
Attract more customer
Incur more revenue
Risks of option
Floor plans become more complicated
Ordering becomes less streamlined
Requires employees to be familiar with area.
Final recommendation
References
Howland, D. (2016, January 07). One of Barnes & Noble's biggest problems? Its biggest fans. Retrieved June 20, 2016, from http://www.retaildive.com/news/one-of-barnes-nobles-biggest- problems-its-biggest-fans/411717/
Miller, L. (2015, December 01). Barnes & Noble's Problems Are Self- Inflicted. Retrieved June 05, 2016, from http://seekingalpha.com/article/3725656-barnes-and-nobles- problems-self-inflicted
