Target Books Loyalty
By John Hennessy
Target recently launched a reading club supported by a Web site, www.target.com/readysitread. The club is intended to get American families hooked on reading.
“Our goal is to ignite children’s interest in books and ultimately to encourage reading at an early age,” said Laysha Ward, vice president, community relations, Target. “Book clubs are the perfect vehicle for this because they build lifelong learning skills and a thirst for knowledge. Plus, there’s an added benefit to all this: book clubs help parent and child forge stronger bonds as they explore books together.”
Parents and children who register online will receive a free starter kit, which will provide them with everything they need to start their own club. This kit, which doubles as a backpack, includes:
- A “how to host a book club” overview;
- A fun story for parents to read with their children;
- Ready-to-go invites they can send to their friends;
- A read-o-meter, which is both a book mark and a timer to keep track of their reading time;
- A door hang with reading tips and a coupon offer; and
- A book club flag.
Printable membership certificates entitle parent and child to a $2 coupon for children’s book purchases at Target.
The book club site will be updated each month with new book picks for each developmental stage, as well as activities that complement the books.
Book club members can continue their club experiences in stores, too. Each month guests will find books flagged as book club picks in a designated section of the book department.
Moderator’s Comment: Do the benefits to Target related to its Parent/Child Book Club go beyond book sales for this program? How can retailers improve
some part of their shoppers’ lives while simultaneously improving their business?
Create demand. That’s what Target’s book club is sure to do. And it does so while benefiting its shoppers.
I am sure after reading this, every grocer began planning their “Veggie Club” for kids program on behalf of the families they serve. Sell more veggies.
Help kids develop great habits. Make mom happy. And generate incremental sales while cultivating a new set of customers in the process. It’s magical when everyone benefits.
John Hennessy – Moderator
- Target Launches Unique and Innovative Book Club for Parents and Children – PR Newswire/Yahoo!