National Book Tokens has today (23rd August) launched Caboodle—a trade-wide rewards programme and a personal email marketing service for bookshops.
The name and idea came after an advertising agency worked on suggestions from a focus group of industry professionals and members of the public, looking at how to refresh the National Book Tokens offer.
A rewards scheme and giftcard will launch in October, backed by a “major advertising campaign”, competitions and social media activity. The service will provide the public with more incentive to buy and redeem tokens by collecting rewards through their giftcard. For example, if customers buy £75-worth of national book tokens, they will receive a free book. If they spend £30, they will be given 10% off a book purchase.
Bookshops can also use Caboodle as a personal marketing service to email their local customers with news of author events, deals and offers at their stores, NBT m.d. Alex de Berry told The Bookseller. “The service will be very valuable to bookshops as a personal email marketing tool,” he said.
“This is about physical books. This is not about e-books, it is about driving people into bricks-and-mortar bookshops, giving people an extra reason to go there,” de Berry said. “At the same time it is encouraging and rewarding people who buy and engage with book tokens. Publishers have been very supportive, and will provide books to give away as part of the competitions.”
Publishers will use Caboodle to alert the 80,000 people currently on the direct marketing email to offers on upcoming titles. They will also be able to use the service to run competitions on book giveaways.
Bookshops will be able to set their own profiles up on Caboodle and manage the offers they send to local customers, as well as finding new customers on an “extensive” NBT database.