Two major bookstores in Paris simultaneously bought outdoor space (posters) to advertise their services during the month of July.
FNAC is a chain of stores that sells books, mostly best sellers. It also sells CDs, DVDs, video games, phones, TV sets, computers; it is a mix of Best Buy and Barnes & Noble.
Gibert Jeune is another major bookstore, particularly for students in Paris. Located in the Latin Quarter (and in the 13th district), it sells textbooks and scientific books in most of the academic fields (liberal arts, medicine, business, math, physics). It also buys and sells used books.
Both of them compete with Amazon, online and offline, in different ways. Note that none of the ads mention that the stores offer a drive (where you can order a book online and pick it up at a store -"retrait en magasin", cf. Amazon Locker Delivery). Both campaigns highlight two different sets of USPs:
- Gibert Joseph's USP is that it is a real bookstore where you can actually handle the books ("à portée de main") and skim through the store's enormous inhouse inventory (500,000 books). It is also very close to you (less than 30 minutes, wherever you live once you are in the metro).
- FNAC's USPs are:
- it delivers books for free.
- it sells an eReader, so you can travel light while on vacation. The price of the Kobo eReader is comparable to the Kindle Touch (amazon).
Both advertising campaigns share a common point in that they are very traditional (posters). It might have been more convincing had they taken advantage of the network of digital screens located throughout the metro (DOOH). Given the main target, something interactive could be effective, for instance using smartphones and apps.
 |
| Poster in the metro (on the platform). 500,000 books (get there by metro, bus, taxi... skateboard, etc.) |
 |
| The closest FNAC store? At home. Fnac.com : Freee delivery for all your books |
 |
| Books for vacation: "This summer, I travel light: a bikini, a skirt and a thousand books" |
5 commentaires:
La FNAC ou la difficile transition vers l'ère du numérique. Comment continuer à vendre des livres alors que leur version numérique grignote des PDM, comment continuer à vendre des CDs/DVDs alors que le téléchargement illégal a encore de beaux jours et que l'on peut acheter à la demande sur internet?
Les ventes d'e-reader croient incroyablement rapidement, et pour une fois, même les générations des boomers les adorent. Les raisons? Facile à utiliser, non aggressif pour les yeux...la technologie finira-t-elle par détruire le papier? Des bookstores comme Barnes and Nobles capitalisent sur des éditions faisant appelle à la nostalgie et a des couvertures type "vieux livres". Pour ma part, je ne me refuse pas le plaisir de lire de "vrais" livres, même si l'idée de l'e-reader me séduit.
Pauline Reuter
Depuis cinq ans, il y a une forte baisse des ventes chez Fnac, 50% au niveau des CD, 30% pour les DVD. Et depuis le début de l'année, une baisse de 4% des ventes des livres. Cela est dû à la convertion vers le monde numérique et, la Fnac et Gilbert sont en forte concurrence avec Amazon ce qui fait que la Fnac décide de se lancer dans le marché numérique en créant sa propre tablette numérique d'où la sortie de la tablette Kobo pour concurrencer avec la tablette Kinder de chez Amazon. Il est vraie qu'à présent les consommateurs se dirigent plus vers internet pour lire des livres ou regarder des films gratuitement ou moins cher sur leur tablette ou téléphone mobile. Nous constatons le même phénomène dans le domaine de la presse, il y a de moins en moins de gens qui achètent leur journaux ce qui les mène à introduire les nouveaux formules d'abonnement numériques sur web, iphone ou ipad...
Il y a aussi d'autres problèmes comme la disparition successive des kiosques à Paris.
@lin_emilie
The advertising campaigns of these two compagnies (posters) highlight the gap that offen exists between what compagnies sell and the best suited strategy to reach it. In this case, the three posters the article shows are very clear and well targeted but in a sens do not use the right medium. If we take for example the third poster in the article, the aim is here to sell e-books which is clearly in opposition with the traditional medium used; a digital screen (as suggested in the article) would have been indeed more convincing and suited. We can here make a wink to McLuhan who already in 1964 wrote in "Understanding Media: The extensions of man" the well know sentence: "the medium is the message". Meaning that the transmission channel is more important than the message itself.
Bookstores have to find some innovative ways to differentiate their offers. That is to say they need to focus on the promotion of one competitive aspect. In this article we can see that FNAC or Gibert Joseph propose to sell e-readers, to deliver books for free or to promote the fact that in bookstores you can handle the books.
Instead of doing their advertising on poster, they should be more creative, use new technologies and post up the advertising on the right supports. It would demonstrate that they are adapting their stores, products and offers to the evolution of NTIC. It would also shows that they're still competitive and they are going to fight against the pureplayer.
Enregistrer un commentaire