So I finally talked myself into buying into the Barnes & Noble membership program four months ago. You know the deal. Pay $25 dollars annually, receive 10% off all your purchases plus access to exclusive member coupons and the like. I always shy away from those programs where you have to buy into the rewards program because inevitably I forget to renew or I don’t earn back my money.
Well since getting my member card, I’ve made one purchase: a $9.99 manga from Tokyopop. Yay, a savings of a whole .99 cents! I’m going to go out on a limb and say that I”m probably not going to be earning back my membership fee within a year’s time. Meanwhile at Borders, I’ve spent about $40.00 so far this month.
I don’t have anything against the company. I have to admit, Barnes and Noble usually has a wider selection than Borders. I also feel that they do a better job of keeping books in stock. The Border’s at Penn Station and Columbus Circle are notorious for never having the book I’m looking for in stock. B&N locations are also, in general, more convenient. In fact I believe that was why I purchased that one manga back in January. It was cold, and I’d rather walk next door to Barnes and Noble than up to 59th. The difference between Borders and B&N is that B&N is not usually able to get me into their retail outlets like Borders can, and the reasons for that are the differences in their e-mail alerts and coupons.
That 10% that B&N offers helps, but it’s such a trivial amount that it doesn’t convince me that I need to buy this book -now-. Logic wins out every-time. Why save 10% when I could save 100% by not going into the bookstore to begin with. Whereas at Borders, when I see anything over 20% off in my inbox, my palms start sweating.
25%? That’s a whole $6.25 off that new hardcover. Hmm, maybe I should get it now instead of waiting for the mass market. Oh and it’s only good for two days. Hmm, no time to thing about this; off to the bookstore I go.
And once I’m in the store, they’ve got me. It’s very hard to walk out having only bought one book at a discount. Those front tables sing to me like Sirens. Another great thing about Border’s Rewards is that -every time- you receive an e-mail from them, there is always some sort of coupon attacked. From 15% to 40%; it’s always a surprise and one that I enjoy. They make it fun to receive consumer spam.
I really do love Borders, as far as retail chains go. The store is always clean, I’ve had better experiences with the staff, and the incentives are grand. I hope the company will be able to pick itself up by the bootstraps.
Another thing that I think Barnes & Noble does a poorer job of is the content of their e-mail alerts. Don’t get me wrong, I love all the interviews on B&N.com. I’ve found a lot of interesting books through the supplementary content on the website referred to me in those e-mail alerts, but I don’t take that information to the next step of actually purchasing the books from B&N. There is a disconnect between B&N Studio and the “Buy Now” mindset.
I have one other minor beef with Barnes and Nobles that’s personal in nature. I just don’t respond well to the green color scheme. I know that’s their image, but I don’t. It makes me think of money, the money I’m handing to the cashier. The money I don’t have.
/End of Line
~ Darcy
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