Wednesday, October 19, 2011
This is a suspect strategy -- deny your customer goods because you don't like what a competitor has done. It communicates pique and arrogance. The only winner is the competitor who has the product the consumer wants. Barnes & Noble and Books-a-Million would have been better off if they kept the books on their shelves while protesting Amazon's move. The approach of "You can't have it," drives customers from the store into the arms of Amazon anyway. From a PR point of view, the move was dumb. Maybe DC Comics was hurt temporarily for making the exclusive agreement with Amazon, but it is unlikely. People can order the paper copy from Amazon too.