Barnes and Noble is a Fortune 1000 company that has been around since the late 1800s and has weathered numerous economic and social upheavals ranging from the Great Depression to the Internet revolution and the digitization of everything from books to music.
The company is a bookseller but also sells music, movies, games, and educational toys. Barnes and Noble has over 630 stores in the United States, and its website barnesandnoble.com is one of the most popular online bookstores.
So, who is the Barnes and Noble target market? Who still shops in bookstores in the age of online retail giants like amazon?
In this article, we will review this market by studying the various reasons why people still walk into a bookstore.
Who is the Barnes and Noble Target Market?
In the age of Amazon and even Barnes and Noble calling itself an online bookstore, who is truly the Barnes and Noble target market? Who are they trying to attract into their physical stores?
It’s no secret that bookstores have been struggling in recent years. Borders went out of business and even Barnes and Noble has closed many of its locations. So who is still going to brick-and-mortar bookstores? And why?
Answering these questions gives us the following segments of the market for Barnes and Noble’s bookstores:
- People who want to touch and feel the books before they buy them
- People who like expert recommendations from Barnes and Noble
- People who want a quiet place to browse and read
- People who are looking for gifts for others
- People who socialize in bookstores
- People who want to visit a Starbucks in a Barnes & Noble store
Let’s look closely at each of these market segments of Barnes and Noble.
#1. People who want to touch and feel the books before they buy them
The more people use the internet the more they want to touch and feel the products they are buying. This is especially true for books.
People who buy books at bookstores, like the idea of holding a book in their hand before they buy it. They like to love the idea of skimming through a book and getting a sense of what it’s about before buying it.
Barnes and Noble’s stores are perfectly suited for this type of customer. The chain has always been known for its well-stocked shelves and knowledgeable staff.
#2. People who like expert recommendations from Barnes and Noble
One of the drawbacks of buying online is that you don’t always get expert recommendations. And the recommendations you do get are from other people who may not always have the same taste as you.
So this segment of the Barnes and Noble target market is looking for expert advice before making a purchase.
When you go into a Barnes and Noble store, you can talk to knowledgeable staff who can help you find the perfect book. They know the latest releases and bestsellers. And they can help you find books in genres that you may not be familiar with.
This is especially helpful if you’re looking for a gift for someone. The staff at Barnes and Noble can help you find the perfect book for anyone on your list.
#3. People who want a quiet place to browse and read
Nothing beats curling up with a good book in a quiet place. And Barnes and Noble stores are the perfect places to do just that.
In recent years, Barnes and Noble has made an effort to make its stores more inviting and comfortable with comfy chairs and coffee shops.
This makes it more likely that customers will want to spend time in the store, browse the shelves and not leave until they’ve made a purchase.
#4. People who are looking for gifts for others
Often when people are looking for gifts, they want to find something that is unique and not easily found at a big box store or on the internet.
Barnes and Noble stores are perfect for this because they have a wide selection of books, as well as other items such as candles, journals, and coffee mugs. This makes it easy to find a gift for anyone on your list, whether they are a book lover or not.
Also before giving someone a gift like a book, it’s always best to feel the book, flip through the pages, and make sure it’s something they will actually like and read.
And lastly, when you give a Barnes and Noble gift card, the recipient can choose their own book, which is always a nice option.
#5. People who socialize in bookstores
One of the lost pleasures of shopping online has been the social aspect of going to the store. When you shop online, you’re usually alone in front of your computer.
But when you go to a Barnes and Noble store, you can meet up with friends, have a cup of coffee, and browse the shelves together. It’s a great way to share your love of books with others.
And because Barnes and Noble stores are usually located in malls or shopping centers, it’s easy to do some other shopping while you’re there.
Also, many Barnes and Noble stores have book clubs that meet regularly. This can be a great way to meet new people and discuss books with like-minded individuals.
#6. People who want to visit a Starbucks in a Barnes & Noble store
Starbucks made a deal with Barnes & Noble a few years ago and now there is a Starbucks located inside most Barnes & Noble stores.
This is a great perk for customers because they can get their coffee fix while they browse the shelves. And it’s also a great way for Barnes and Noble to get people in the door.
People who are looking for a quiet place to read or study can also take advantage of the Starbucks inside Barnes & Noble stores. It’s a great place to get some work done or catch up on some reading.
Conclusion
The Barnes and Noble target market includes a broad range of people who love the idea of buying a book the old-fashioned way – in a traditional bookstore.
It includes people who like to touch and feel the books before they buy them. People who appreciate the expert recommendations that they can get from a Barnes and Noble employee are also likely to shop in a B&N store.
People looking for a quiet place to browse and read or those who would like a Starbucks coffee while they’re browsing are also likely to visit a Barnes and Noble store.
Finally, people who are looking for gifts for others and those who like the idea of socializing in a bookstore are also a segment of the Barnes and Noble target market.