Ch. 14 - Marketing Channels and Retailing

Retail Marketing Strategy

 

Have you ever vistit Barnes and Nobles? Barnes and Nobles has B&N Cafe, and it Starbucks coffee shop. A combination of Book and a cup of Coffee is one of the best friends in the world.

 

Defining a Target Market

Starbucks focus on the people who read the book witout drinks. Almost of bookstore are banned drinks, so you have to wait your drinks by way you out. I classified this defining as psychographics

Choosing the Retail Mix

Product

Unlike Ragular Starbucks coffee shop, B&N cafe have limited flavors and types. The target of this store is book shoppers who think about drinks with book, not a regular customer. If their goal is just drinks, They will move to another regular Starbucks coffee shop. As a result, B&N cafe has basic and popular menu from regular Starbucks coffee shop.

 

Promotion

B&N Cafe have Special discount for Barnes and Nobles members. If you have Membership card for Barnes and Nobles, you can get 10% discount for several items.

Place

When you take rest in home, you may read books with some drinks. However, if you couldn't find a book to read, you can visit B&N cafe. you can find some book and bring to cafe and read with coffee without charge. I thinks there is no place better than bookstore. Reading a book with fragrant coffee and comfortable seats will be peaceful and healing time for busy city people.

Presentation

Even if, you didn't know B&N cafe is starbucks, you can recognize this is starbucks by seeing interior design and employer. B&N Cafe looks almost same as Starbucks stores, but B&N cafe's atmosphere is warmer than others. B&N Cafe's seats are more comfotable, because average of staying time is longer than other Starbucks coffee shop. I asked staff Staffs of B&N Cafe belong to Barner's and Nobles, not a starbucks company.