Guest Column: Book Pricing: Rein in the Aggression
Granted, 67 percent of the respondents in our study said that online is their usual channel of choice when they plan to buy a new book, versus just 17 percent who said they would usually plan to buy a new book in a traditional store. The remaining 16 percent are "in play" and usually include a store visit in their decision-making. Why do consumers still buy books in stores, or at least keep the option open? Their top motivations are that they can get the product right away (31 percent of respondents) and the social experience of going to the store (21 percent of respondents).