Can Barnes & Noble's Redesigned Shopping Bags Revive Its Bookstores?
The Barnes & Noble shopping bag spent years promoting a product-the Nook e-reader, an also-ran rival to the Amazon Kindle-that was intended virtually to eliminate the need for bookstore shopping bags. It didn't work. Now B&N has decided to use its shopping bags to emphasize something Amazon.com doesn't offer: bookstores that offer handsome plastic bags.
"You don't get a shopping bag when you shop online-you get a box," says Glenn Kaplan, Barnes & Noble's creative director. The company distributes more than 90 million bags a year, making the totes one of its most effective advertising campaigns.
- Companies:
- Amazon.com
- Barnes & Noble Inc.
- Places:
- New York
Related Content
Comments
%0D%0A%20%20"You%20don't%20get%20a%20shopping%20bag%20when%20you%20shop%20online-you%20get%20a%20box,"%20says%20Glenn%20Kaplan,%20Barnes%20%26%20Noble's%20creative%20director. The%20company%20distributes%20more%20than 90%20million%20bags%20a%20year,%20making%20the%20totes one%20of%20its%20most%20effective%20advertising%20campaigns.%0D%0A%0D%0A%0D%0Ahttps%3A%2F%2Fwww.bookbusinessmag.com%2Faggregatedcontent%2Fcan-barnes-nobles-redesigned-shopping-bags-revive-its-bookstores%2F" target="_blank" class="email" data-post-id="17481" type="icon_link"> Email Email
1 Comment Comments