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Waterstones launches 'book club' promotion
16.01.12 | Charlotte Williams
Waterstones has launched a "book club" promotion, with the strapline: "Books you will love or your money back".
Twelve titles are being featured, all bar one fiction, with one chosen each week as the "book of the week". Pigeon English by Stephen Kelman (Bloomsbury) is currently in the highlighted spot.
The remaining titles are: The Emperor of Lies by Steve Sem-Sandberg (Faber); Before I Go to Sleep by S J Watson (Transworld); The London Train by Tessa Hadley (Vintage); Gillespie and I by Jane Harris (Faber);The Sisters Brothers by Patrick deWitt (Granta); Pure by Andrew Miller (Sceptre); Rules of Civility by Amor Towles (Sceptre); Periodic Tales by Hugh Aldersey-Williams (Viking); We Had it So Good by Linda Grant (Virago); The Collaborator by Mirza Waheed (Penguin); and My Dear I Wanted to Tell You by Louisa Young (Harper). All are on offer with a discount ranging from £2.40 to £3.60 off r.r.p. The selection will feature for 12 weeks, with a second selection then following for a further 12 weeks, and so on.
The retailer is also running a special offer for Waterstones Cardholders, offering 500 bonus points if they buy any six of the book club titles before 31st March, and 1,000 bonus points if they buy all 12 before that date. The money-back offer is applicable to the 12 book club titles only, on purchases made between 12th January 2012 and 30th April 2012.
Waterstones publisher liaison manager Janine Cook said: "One can never have enough opportunities to showcase great new writing-the Book Club is our way of highlighting new books we are completely confident readers will love."
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well, surely, when you think about it, you can do that anyway if you have the book and the receipt, within the returns period, whatever the promotion might be
this concept can't be startlingly new to you?
You can't normally take a book back after it has been thoroughly read and looks secondhand.
However, as we publish fiction and poetry, I do find people come to events and spend forever reading the poetry books on the display, say how much they enjoy them, and put them back down all folded about and secondhand looking.
Even well known poets do this. I won't name and shame them....
Is there an apostrophe in that Leko, or just the asterisks?
we ran this offer last year too...just goes to show Daunt is great at getting us media coverage!
There is not time limit on the return of these 12 titles, you just have to have your reciept, we are assuming that most of our customers are honest people...yes there will be a few who take the micky, but you can't make an omlette with out breaking a few eggs!
Money back promotions usually work . I did a "Stop smoking or your money back" book which sold 20,000 and we were claimed back by 2 people. People just can't be bothered.
Books etc offered a money back guarantee throughout the chain's existence. It was a part of the brand, and very successful too.
The odd customer 'extracted the michael' but very little ever came back, and was usually exchanged rather than refunded.
Good luck to Waterstones, but it's hardly revolutionary.
Waterstones offer a refund/return/exhange policy anyway so this really is not very different to that, so it just shows what great marketing Daunt has managed to get in place.
I'm guessing that if the book is damaged or particularly tatty they'llr efuse refund anyway unless you kick up a stink and, as many people say, the majority just can't be bothered to return something.
So, it's all good press for Daunt and Waterstones.
I notice a comment on the beanding has been removes so I'd see how long I lasted ... it really isnt very good is it?
oops I've no idea what beanding is either. Apologies, I meant branding
It's a very positive message of confidence in the books, and if it worked before then it's a good idea to run it again. Repeating an offer is no bad thing. When you're on to a winner, stick with it.
...or it worked....
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