Barnes & Noble introduces a multi-tiered customer loyalty system and anticipates the opening of 30 additional retail outlets.
Barnes & Noble Introduces Tiered Membership Program to Boost Sales
In a bid to revitalize its business, Barnes & Noble has launched a new tiered membership program, offering customers two main tiers: Rewards Membership and Premium Membership.
The new membership program, accessible digitally via the Barnes & Noble app or physically in stores, aims to provide curated recommendations, enhance customer experience, and reward loyal shoppers. Shannon DeVito, senior director of books at Barnes & Noble, has reported that customers have responded enthusiastically to the launch of the free rewards program.
Key Features of Barnes & Noble's New Membership
- Membership Tiers: The program offers two main tiers: Rewards Membership (basic) and Premium Membership (higher tier with potentially more perks).
- Card Access: Members can access their cards digitally via the Barnes & Noble app, and optional physical cards are available at stores.
- Account Linking: Membership cards are linked to a bn.com account to enable benefits like free shipping, rewards stamps, and member-only coupons online.
- Membership Benefits: Free member shipping, rewards stamps, member-only coupons, and rewards redemption online are some of the benefits offered to members.
- Replacement Cards: If needed, replacement cards can be issued in-store, preserving linked benefits and account details.
Comparing Barnes & Noble's Program with Marriott Bonvoy's Tiered Loyalty Program
While Barnes & Noble's program is simpler and more focused on discounts and rewards, Marriott Bonvoy's program offers multiple elite tiers with escalating benefits, including bonus points, room upgrades, and exclusive booking discounts.
| Feature | Barnes & Noble | Marriott Bonvoy | |------------------------------|------------------------------------|------------------------------------------| | Tiers | Two main tiers (Rewards, Premium) | Multiple elite tiers with escalating benefits (Silver to Ambassador) | | Tier benefits | Free shipping, stamps, coupons | Bonus points, room upgrades, PointSavers discounts | | Membership card | Digital + optional physical card | Digital, account-linked | | Rewards redemption | Discounts and coupons on books | Hotel room bookings and upgrades | | Purchase incentives | Not emphasized | Purchases points promotions offered |
Premium Membership Enhancements
James Daunt, CEO of Barnes & Noble, has stated that the new Premium Membership is made more valuable to customers. The Premium Membership costs $39.99 a year and offers a 10% discount in stores and online, free drink upgrades at Barnes & Noble cafes, free standard shipping, an annual free canvas tote, and other perks.
In addition to these benefits, Barnes & Noble plans to create additional offers for Premium Members, making the program more personalized and focused on sharing knowledge and enthusiasm for books.
Revival of Barnes & Noble's Business
The growth of Barnes & Noble's business is attributed to social media and word-of-mouth book recommendations. The company plans to open more than 30 new bookstores in the coming year, signalling a comeback for the retailer for the first time in over a decade.
According to a Pew Research report, 65% of respondents had read a print book in the previous year, down from 72% in 2011, while 30% had read an e-book, up from 17% in 2011. Meanwhile, a Gallup poll found that Americans surveyed read an average of 12.6 books in 2021, down from 15.3 books in 1990 and 14.5 in 2001.
Despite the decline in Americans' appetite for books, Barnes & Noble's new membership program and expansion plans indicate a renewed focus on attracting and retaining customers. Other retailers such as REI, Saks Off Fifth, Bath & Body Works, Walmart, Madison Reed, Victoria's Secret, and Amazon have recently revamped or launched their rewards programs to attract consumers.
[1] Barnes & Noble's Membership Program Details: https://www.barnesandnoble.com/blog/posts/barnes-noble-rewards-membership-program [2] Marriott Bonvoy Loyalty Program: https://marriottbonvoy.marriott.com/loyalty/earn/membership-benefits/ [3] Pew Research Report: https://www.pewresearch.org/fact-tank/2021/09/16/key-findings-about-americas-reading-habits/ [4] Gallup Poll: https://news.gallup.com/poll/2607/books.aspx [5] Barnes & Noble Membership Benefits: https://www.barnesandnoble.com/blog/posts/barnes-noble-rewards-membership-program/
- Barnes & Noble's new tiered membership program, aiming to boost sales, not only offers discounts and rewards but also updates in the home-and-garden, lifestyle, retail, business, finance, war, AI, and business deals-and-discounts sectors.
- In the AI sector, for instance, members might receive notifications about cutting-edge research or industry trends related to technology.
- In the world of business, Barnes & Noble's membership program could provide exclusive access to insightful books and articles on effective management strategies or investment opportunities.
- For those interested in the retail industry, the program could offer retail deals-and-discounts, helping them stay updated on the latest shopping trends.
- In the realm of finance, members could gain access to finance books that offer expert advice on saving, budgeting, and investing.
- Similarly, being part of the Barnes & Noble membership program could provide valuable insights and updates in the war and defense industry, offering books on military strategy, history, and technology.
