While big-box bookseller Border has filed BK and announced it’s closing 200 of its superstores in the US, more nonbook retailers are selling books. Stores peddling apparel, food and most anything are starting to offer books. Grocery stores and Wal-Mart have been selling books for a while and now “Coldwater Creek, Lowe’s, Bass Pro Shops and even Cracker Barrel are adding new books,” the New York Times reports.
Big publishers are looking to specialty retailers to replace the drop in business by Borders. “The books tend to be profitable for the retailers, since they select them carefully and do not usually mark them down,” explain Times writers Stephanie Clifford and Julie Bosman. “More important, they can drive other purchases and help with branding.
It makes perfect sense. If you’re going to the golf shop to buy a new putter, you might be inclined to buy Dave Pelz’s Putting Bible while you’re there. While you’re buying pottery, maybe pick up Ten Thousand Years of Pottery.
Customers engaging in trade freely are interested in the goods and services they are buying and want to learn more. Books will only amplify a customer’s interest in what they are shopping for already, making books the perfect companion product to enhance sales of the retailers’ primary products.
