Barnes & Noble has long been accused of squeezing out local indie bookstores, and today’s announcement that they’re slashing their Nook business suggests they’re feeling the same squeeze from Amazon and Google’s Play Store.
Giving their customers a week to save their content is, to my eye, an indication of just how bad the situation is. If they were just shifting focus, Barnes & Noble would make an announcement and give customers plenty of time to save their content. Less tech-savvy users are going to need as much time as they can get. To give users just a week suggest they’re bleeding cash—badly—and they’re shutting everything down immediately to stop the damage. I’m predicting a lot of panicked calls to family tech support over the next few days.
Then we read Amazon is opening a second brick-and-mortar store, and of course there’s speculation they’ll open up a whole chain of them and compete with Barnes & Noble directly. It seems unlikely, but of course that’s what the media seems to be looking forward to. The thing is, Amazon is a megastore that happens to sell books. Barnes & Noble is, despite their recent integration of games and toys, a bookstore.
Maybe all they need to do is start acting like one.
Barnes & Noble stores hold several events like readings, author signings, Q&As, and so forth, just like indie shops. Barnes & Noble has employees who genuinely care about books and who can cater to readers’ tastes, just like indie shops. Barnes & Noble is a place folks can hang out, just like indie shops.
Why, then, does their online storefront look like any other online store’s?
I get it, they have their algorithms and bestseller lists and blah blah blah. But why not leverage the in-store events as well? Use location-based recommendations to see what’s popular in the area is a quick start, but why not also steer location services to local employee lists or blogs that browsers can connect with and follow?
They should also be streaming events. Team up with Google Hangouts or Twitter/Periscope to tackle the tech side, so fans and readers can see or participate in Q&As, author talks, and so forth. Guys like Brian Keene would probably have a good online following. Greg Kishbaugh had over 50 people in-store when he launched The Bone Welder; how many more might have tuned in to his presentation and then clicked to make a purchase afterward?
That’s just a few quick thoughts. I’m sure there are other things they could do, but the point is, they should be differentiating themselves from Amazon in every way they can. Just like they forced indie bookshops to be more creative to hang on to customers, Barnes & Noble should be getting more creative to hang on to their own customers.
Otherwise they’re going to die, just like some of the indie bookshops who couldn’t compete with them.