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Borders gets re-educated

28.02.08 Tom Tivnan

Borders has revamped its education section, boosting its offer with more point-of-sale material and clearer age-ranging signage, particularly in the Key Stage categories.

Books category manager Caroline Mileham said overall growth in education had been "steady". She added: "It has been helpful for us to clearly merchandise the Key Stage sections. Education is an area where we need to be flexible. If we are seeing growth, we are going to make sure [we respond]."

The revamp includes the introduction of Letts/Lonsdale branded space for Key Stages one to three, with two bays of zig-zagged stock, clearly displayed and differentiated. It follows focus group market research by the publisher, examining customers' high street revision guide buying experiences.

Overall, buyers felt shopping for revision guides was "unanimously frustrating" and "an ordeal". Respondents said that the number of guides was overwhelming, with unclear divisions about age and subject and poor signage on shelves.

There was also the perception that bookshops had an over-abundance of guides. Some respondents felt that supermarkets and other non-traditional ­retailers had a more positive experience, because they offered less choice.

Suggestions of improvements included clearer signage, tidier shelves and full stock availability. Age segmentation was seen as key, so that displays "make it really obvious which age each section of books is aimed at". Respondents also called for more face-outs within displays, and increased p.o.s.

Letts/Lonsdale hopes to share the research with other high street retailers. Sales and marketing director Peter Stafford said: "Retailers see education as a potential growth area in a relatively flat market. We are working closely with them to ensure the improved display and navigation of the range is right for customers."

Retail tom tivnan Borders education

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