Paradies "Read & Return" Program Less Than Meets The Eye

December 2004
Book Publishing Report;12/13/2004, Vol. 29 Issue 48, p5
Trade Publication
This article reports that Atlanta-based Paradies Shops Inc., the airport store chain that operates news-stands, book-stores and gift-shops at 61 U.S. airports, is seeking to boost customer loyalty with a promotion dubbed "Read & Return." The program allows buyers, who pay the full retail price of books, to return the book at any Paradies store and receive half the retail price. The company rolled the program out at 11 of its 19 book-stores about a year ago before expanding it a few weeks ago to all 19 of its bookstores and its 206 news-stands.


Related Articles

  • Leaving Textbooks Behind. Peters, Tim // Publishers Weekly;8/30/2004, Vol. 251 Issue 35, p18 

    Focuses on developments at Stacey's Bookstore in San Francisco, California. Distinction of Stacey's from other bookstores; Background on the bookstore; Information on the store's sales promotion strategies.

  • Know Your Customer. Rosen, Judith // Publishers Weekly;10/15/2001, Vol. 248 Issue 42, p24 

    Reports on the relationship of Indianapolis, Indiana-based Kids Ink bookstore owner Shirley Mullin with her customers. Familiarity with customer's likes and dislikes; Loyalty of Mullin's customers.

  • points of sale. Rosen, Judith // Publishers Weekly;9/11/2000, Vol. 247 Issue 37, p35 

    Reports on the efforts at some bookstores in the United States to promote sales of children's books. Effort at Book Rack and Children's Pages in Winooski, Vermont to cut costs of printing the store's newsletter; Value of the gift certificate that R.J. Julia Booksellers in Madison, Connecticut...

  • Foster loyalty the old-fashioned way: Earn it. Schultz, Don E. // Marketing News;06/04/2001, Vol. 35 Issue 12, p5 

    The article clarifies key issues confronting customer loyalty and reward programs in the United States. The first issue is whether loyalty programs return more than they cost. These programs create incremental sales in the current period. Thus, it is important to evaluate them in the short-term...

  • It's time to ditch that loyalty card. Villemot, Guillaume // Precision Marketing;10/7/2005, Vol. 17 Issue 48, p9 

    Focuses on the increasing number of loyalty cards given to consumers by stores where they shop in Paris, France. Need for marketers to discover their true role as advisers and put themselves in the consumer's place; Variety of utility cards; Failure of customer management agencies and loyalty...

  • Airport Book Sales Begin to Climb. Rosen, Judith // Publishers Weekly;8/3/2015, Vol. 262 Issue 31, p5 

    The article discusses increasing sales at bookstores in U.S. airports. Topics include the role of employee recommendations in promoting book sales at stores owned by the firms Books Inc. and Hudson Group, the creation of a Read & Return program by the chain Paradies, and the selling of literary...

  • Small press marketing campaign unfolds. Hughes, Melissa // Quill & Quire;Dec2002, Vol. 68 Issue 12, p5 

    Focuses on a marketing campaign by bookstores in Canada for the sales promotion of small-press literary articles. Book titles selected for the promotion; Names of bookstores participating in the campaign; Significance of pamphlets in the sales of books; Comments of events co-ordinator Dolores...

  • Interacting to drive an enhanced service.  // Cabinet Maker;4/21/2006, Issue 5484, p35 

    The article provides information about two critical high-level marketing strategies. The first strategy is called pervasive interaction. It is more on enhancing the shopping experience of consumers. Its goals can be met by enhanced loyalty programs. On the other hand, demand-driven supply...

  • Marketing the market: Savvy grocers reach out to their super customers. Freeman, Laurie // Marketing News;03/02/98, Vol. 32 Issue 5, p1 

    The article presents information on several marketing techniques being employed by supermarket retailers in the U.S. They are moving beyond marketing programs that just offer promotional programs the reward the best shoppers with deals available only to them. The grocers are applying the "80/20"...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics