Today's Retail Scene: Are You Prepared to Compete?
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“The experience for our customers is very important. We want to make Borders more than a place to buy books. We want to make it a place to experience books,” says Kathryn Popoff, vice president of books at Borders Group. “… Consumers can find books in multiple channels, whether it’s a traditional bookstore, or the mass merchandisers now carrying a selection of books, or a grocery store, [or on the] Internet. So we have to work very hard to give customers a reason to drive past the competition and come to our store. … We think things like the Teaching Zones and the Ink Shop, in particular, really differentiate us from the competition.”
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James Sturdivant
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