Retailers shift their ad spending from TV, radio and print ads to digital ads.
Powells.com, an independent bookseller, tomorrow will launch a redesigned web site which will feature a best seller list that updates hourly and reorganized literary content, says Arielle Gronner, brand marketing coordinator.
Powells.com, an independent bookseller, tomorrow will launch a redesigned web site which will feature a best seller list that updates hourly and reorganized literary content, says Arielle Gronner, brand marketing coordinator. Powell, which has six stores, opened the Internet site in 1994.
The redesigned site will be formatted so that content on books and authors will be moved to the bottom of the page while sales will be moved to the top of the page, Gronner says. “The way that we’ve been merchandising and marketing has changed since the original layout was created many years ago,” she says. “We now are doing more discounting than we used to do, so that’s something we want to drive people to.”
Powells.com, the 154th largest online retailer, according to the Internet Retailer Top 400 Guide to Retail Web Sites, will still use staff recommendations to sell books. “We have a program called ‘New Favorites’ that discounts staff picks every month and those change out frequently,” she says. “That’s something we really want to bring more of a focal point to because it’s doing really well. We think there’s an interest there that’s broader than our current base.”
In its new site design, Powells.com also has repackaged content around recommended reading. “We think that is something unique about us in that we’re able to provide a real personality to our recommendations that we think can sell more books,” Gronner says.
Content about authors-interviews, essays and Q&As-also; is being repackaged on the redesigned site. “Now it’s really concentrated into one place called “From the Authors” that you’re going to find really easily,” Gronner says.
Powells has 4 million new, used, rare and out-of-print books in its five warehouses.