Sears Looks to Piggyback on Others’ Book Discounts
and Target.com’s decisions to offer big discounts on expected best sellers
before they are in-stock has major ramifications for Amazon and others
in the book business.
want to get into a price competition with stronger competitors so it’s
taking a unique tack. It’s encouraging consumers to buy cheap books from
elsewhere and then come to the Sears website to receive a credit of up
to $9 toward a purchase of $45 or more.
buying an eligible book on the websites of either Amazon, Sears,
Target or Walmart, consumers email their receipt to firstname.lastname@example.org
to get their discount.
“The $9 credit
can be used at Sears.com on the purchase of any items, so it’s like getting
the books for free,” said Imran Jooma, senior vice president for online
at Sears Holdings, in a press release. “We believe this program will
benefit the thousands of customers who buy books every day by putting
more money into their pockets.”
Questions: What do you think of the Sears.com program to “reward” consumers
who make book purchases on other sites? Will this approach help Sears’
price image? Does it make more sense for Sears.com than just lowering
pre-order prices on expected best sellers itself?