Comments on: Is there Loyalty among Bibliophiles?

By: Mike Capizzi

Mike Capizzi — Tue, 16 Jun 2009 19:17:21 +0000

Bill,
Quality discussion and very fine work on your part, as always. The loyalty program variations discussed, and the corresponding book buying behaviors debated during the car ride (were you guys lost on the way to the Marlins game or just plain bored?)merely indicate a solid understanding of what each brand truly stands for. Matching the loyalty value prop to the brand’s core and highest value customer audience is underscored by the variations and preferences outlined by your in-car debate. If each has aligned the value prop to brand juxtaposition properly, and the segments are right-sized, then each will profit from their loyalty strategy. As we have been discussing all spring long, its nice to see when one size doesn’t fit all.

On a lighter note, to heck with the book sellers. Does anyone still sell a Racing Form?

By: Lisa Stephens

Lisa Stephens — Tue, 16 Jun 2009 15:39:56 +0000

I’m curious… I’ve heard this phrase a couple of times now, & have no clue what it means, “to market AT people, rather than to them?” (in the comment above, he uses the term “with”… ) Would you mind giving a description of the differences between these? I’m confused…

By: Michael Della Penna

Michael Della Penna — Thu, 11 Jun 2009 02:06:19 +0000

Hi Bill,
Good post. It is interesting to see how many loyalty programs get stuck into “rebates” of one kind or another. I think your point about the one critical element missing from each being participation is key. If you are going to focus on a rebate/discount offer get everyone involved and take it to the next level like Amazon did with its Ready, Set, Go program last year – http://sn.im/jvgvx
More importantly if loyalty members are suppose to be your best customers then leading brands really need to figure out how to market with these customers rather than at them. This means creating a program with truly unique benefits that create a dialogue and build an army of brand advocates.

By: Lisa Stephens

Lisa Stephens — Wed, 10 Jun 2009 23:14:39 +0000

Bill, I wonder if you shouldn’t, in this economy, evaluate the cost of stolen customer service, as detailed in the description above, with respect to using a merchant’s good service and available merchandise, as store and shelf-space, as well as professionalism through direct consumer interface, in calculating a metric and measurement plan for your clients, as previously described in another of your blog entries with reference to the following:

“Over the next few weeks, I plan to break down key elements of Measurement plans and share insight into how to better manage the financial liability for unredeemed promotional currency”

My thought in my comment response on that blog post, was that your loyalty programs should have redemptive staying power, and if not valued and completely used, would be deemed a financial loss when calculating a program’s value to a business’ bottom line. I think this idea of using a merchant’s service, but buying from a cheaper ‘do-it-yourself’ supplier, is another area of great concern.

By: Barry Kirk

Barry Kirk — Wed, 10 Jun 2009 21:12:31 +0000

Love the topic, Bill — my peer Bob Konsewicz and I have had this very discussion many times ourselves, with slightly different takes than your car crew. We both frequent Borders AND Amazon, but in different ways. I use Amazon to research almost every book purchase — I want to read professional and consumer reviews and excerpts before making my decision to buy. But once I do decide, I want that book NOW so I go make my purchase that day at Borders (because I’m a program member there). Bob, on the other hand, will go to Borders to discover the book he wants and to peruse its contents, but eventually makes his actual purchase on Amazon because he feels he will get a better price there.

So, my purchase is ultimately driven by the desire for immediate gratification (via Borders); Bob’s is driven by frugality (Amazon). I think there are ways for both brands to play on each of our respective personas, but it would take a much more refined and targeted communications/offer approach (as you have so effectively pointed out in the past in your evaluation of the Borders loyalty program).

By: Lisa Stephens

Lisa Stephens — Wed, 10 Jun 2009 19:49:27 +0000

I believe these revelations you had (ie, different ways loyalty marketers may buy their respective reading materials), and your subsequent question, “is loyalty a trait among a population of readers” are as follows:

1) loyalty marketers themselves, may have separate and distinct purchase habits, attributable to their professional understanding of these programs, and so, have need to justify their spending vehicles (this may be the ‘doctors make the worst patients’ theory, I mean, who ever heard of ’saving up’ book purchases to save a nickel on postage; a good read shouldn’t have to wait, seriously);

2) a worthwhile conversation leading to a breakthrough of understanding and information, can be generated by the most irreverent of topics (ie, it all depends on what you do with an idea);

3) you can learn something new and discover interesting personal facts, by just the mention of a book.

That expressed, my take on the different styles of program marketing prescribed by these merchants, is mostly attributable to the factor of convenience. I, myself, buy books out of great respect for either the subject, the author, or the tool (as dictated by the need to acquire some sort of knowledge base), so only buy on rare occasions, and buy upon impulse, so immediacy is a huge factor. Amazon is quick, inexpensive, and consistent; Barnes & Noble allows you to peruse, allows a guided tour by an experienced professional; Borders offers purchasables beyond those craved by any population of readers, so doesn’t exude respect for the written word, in my opinion. Readers and those who truly desire word excellence, are a unique lot and likely not easily bound by purchase decision ‘law’…

Happy reading.

By: Brian A. Kryzanski

Brian A. Kryzanski — Wed, 10 Jun 2009 14:35:11 +0000

Hi Bill

I was happy to be one of those bibliophiles in your car on the way to the Marlins game! I think loyalty programs and incentives are a big part of where you buy your books, or anything for that matter. Free shipping is definitely a plus and if it is not offered on Amazon, I think people would tend to navigate to Borders or Barnes & Noble to get the best deal. I also found that doing a Google search for promotional codes has value and often times can give you additional discounts or free shipping when it is not offered.