Ch. 14 Marketing Channels and Retailers

Along with your ordinary Starbucks coffee shops, Starbucks also has a B&N Cafe inside Barnes and Noble. A combination of Book and a cup of Coffee is one of the best friends in the world. 

Choosing the Retail Mix


Product
Unlike Regular Starbucks coffee shop, B&N cafe have limited flavors and types. The target of this store is book shoppers who think about drinks with book, not a regular customer. If their goal is just drinks, They will move to another regular Starbucks coffee shop. As a result, B&N cafe has basic and popular menu from regular Starbucks coffee shop.


Promotion
B&N Cafe has a special discount for Barnes and Nobles members. If you have Membership card for Barnes and Nobles, you can get 10% discount on your items.

Place
When you rest at home, you may read books with a type of drink. However, if you could not find a book to read at home you can visit a B&N cafe and you can find what ever book and bring your own coffee without charge. There is no better place than a cafe, but a cafe with books is way better. Not to mention the coffee smell and the comfortable seating to relax in a hectic city.


Presentation
Even if you did not know B&N cafe is a type of Starbucks, you would recognize it by the interior design and the employees and their very similar Starbucks look. B&N Cafe looks almost the same as a regular Starbucks stores, but B&N cafe's atmosphere is more homier than others. The time you stay at a B&N does not matter as it would at a regular coffee shop.