Barnes & Noble Emphasizes In-Store Shopping With Launch Of "Discovery Friday"
By Anna Rose Welch, Editorial & Community Director, Advancing RNA
Company’s new holiday event and marketing campaign aims to provide personalized holiday deals, stronger customer-store relationships
Barnes & Noble joins the ranks of a great number of other retailers that are starting the holiday season early this year. On Friday, November 22, one week before Black Friday, Barnes & Noble will be holding its first-ever “Discovery Friday” event, featuring games, giveaways, storytelling, and guest appearances. The company is launching this event in order to connect with customers right before the busy holiday shopping season begins. On Discovery Friday, customers will be able to meet one-on-one with B&N associates to pick their brains about the perfect gifts to get for those difficult-to-buy-for family members and friends.
Mitchell Klipper, CEO of the Barnes & Noble Retail Group says that all of its nearly 700 retail stores will host this event. At a time when large online retailers like Amazon often threaten retail stores, Barnes & Noble’s “Discovery Friday” will be the company’s attempt to draw customers in-store and provide them with a human, personalized experience. As Klipper says, “Barnes & Noble offers the ultimate holiday shopping experience for customers who enjoy the art of discovery, appreciate the human touch, and recognize that the best recommendations don’t come from an algorithm.”
The company also announced the launch of a new holiday television advertising campaign, “It All Happens at Barnes & Noble.” This campaign presents the retailer as the premier shopping destination for gifts this holiday season, spotlighting in particular, the release of the new and improved NOOK GlowLight eReader. While the retailer is known primarily as a bookseller, the company hopes that the new advertising campaign will highlight the wide assortment of products it can provide for consumers this holiday season, including toys, CDs/DVDs, and gift cards. As Executive Creative Director for advertising firm Mullen describes, “Barnes & Noble is a neighborhood institution. It’s a vibrant place where people can discover all sorts of things. Reading is certainly the cornerstone of Barnes & Noble, but there are so many other discoveries to be made. This spot captures that essence and focuses on the notion of ‘just the right gifts for all the special people in your life.”
In an increasingly competitive retail environment where customer loyalty is key, the bookseller ultimately hopes that the new campaign and Discovery Friday will emphasize the availability and expertise of Barnes & Noble’s associates. After all, the holiday season is for coming together with others, and on Friday, November 22, Barnes & Noble’s everywhere will be fostering a community of shoppers and store associates. This season at Barnes & Noble, customers can get all their questions answered and receive first-hand reviews and gift suggestions — no smartphones needed.
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