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Barnes & Noble Stuck On Stupid
When I tried to log in, I got a "Freedom-link" (spelled $$$$) screen providing info on how to log in and/or purchase surfing time. The fee (in Baton Rouge) is $4.00 for 2 hours. I folded my PC and headed for Charlies at the local Walmart down the road where the wireless was free and the coffee cheaper. It's not that the $4.00 would break me it's just that the whole incident stinks of unmitigated greed.
I am sure the B&N Harvard MBA marketing types did their homework on this but it is hard for me to figure out how this business model brings in more customers. As an example, I met there a couple weeks ago with two of my friends. We probably spent $10.00 for coffee and snacks but purposely picked B&N because we wanted to confer about a web site, which took all of about 10 minutes internet time. Do you think we'll meet there again? Not!
I thought I knew something about a proven merchandising model but I guess I was wrong. I always thought that getting someone to come into into a place of business was the first step. Once they are there, you try to get them to stay long enough to look around and buy something. Who knows? They may buy a cup of coffee, pastries, books, magazines, etc.
C'mon B&N, it can't be about money. The newspaper just reported that your profits in this town have at least doubled over last year. Why the squeeze? Do you really think this is a good way to draw more people into your store? I think that many, like me, will seek out one of the other 2-3 places within a mile of you to find a more consumer-friendly spot to have a cup of coffee and check email.