Barnes and Noble 1999 Annual Report Download - page 13

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MULTI-CHANNEL ACCESS: RETAIL
1999 ANNUAL REPORT
12
We’ve jump-started
gift certificate purchases with
the introduction of the electronic gift
card (EGC) in our stores. These cards —
which we’ve developed in partnership
with American Express — function like
credit cards. The bookseller simply
swipes the EGC through a reader on
the cash register to sell or redeem dollar
value. Purchases are subtracted from
the amount stored on the card, and any
remaining balance is recorded on the
receipt. Barnes & Noble EGCs can be
re-used as many times as needed until
their stored value is depleted. They are
a great advance in customer service.
Since a seamless network of integrated
services is our goal, we are also cross-
promoting our various distribution
channels as evidenced throughout this
report. Through in-store promotions,
a store locator icon on Barnes &
Noble.com, and television, radio and
print advertising, Barnes & Noble.com
has bolstered the visibility and
relevance of the Barnes & Noble name.
Barnes & Noble neighborhood
bookstores continued to act as
gathering places for local communities
throughout America in 1999. Over
the course of the year, our stores hosted
an estimated 120,000 events for adults
and children — from book discussion
groups and author signings to
storytimes and character appearances.
By creating an environment in which
people of all ages can explore and
discuss ideas, information and different
points of view, we at Barnes & Noble
connect with our customers and
contribute to the intellectual vitality
of the communities in which we
ourselves live.
Our 32,000 expert booksellers across
the country hosted a wide variety of
writing workshops, language nights,
cookbook demonstrations, craft activity
groups and open-mike forums in 1999
as well as the more traditional book
groups and author events. Highlights
included a “Seniors Memoir-Writing
Group” in Brick, New Jersey for
aspiring young writers aged 55 to 80,
and a series of events in the Southeast,
which revolved around John Berendt’s
Savannah-based bestseller,
Midnight in
the Garden of Good and Evil
, including
a Q&A with the author.
Cooking Demonstration
Paul Prudhomme,
Chef Paul Prudhomme’s
Louisiana Tastes.