For GEB3213.

1. Providing Incentives

2. Overview
Benefits should be mutual!

3. Introduction

4. The Opportunity
If the opportunity is fulfilled,
it will be a stress-free process!

5. The Current Situation

6. Key Success Factors
• 1. Optimal use of advertisements.
• 2. Barnes and Noble’s ability to communicate.
• 3. Student’s ability to initiate.

7. Analysis of Alternatives

8. Strategic Action
Tangible benefits is key!

9. Benefits
+ Student Loyalty and Satisfaction

10. Benefits
+ Increases Profits

11. Benefits
+ More dedicated customers

12. Benefits
Happier customers... …Increases sales revenue!
Customer Satisfaction
0 50 100
Comet
Waitrose
Aldi
Amazon
Sales Growth(%)
Comet
Waitrose
Aldi
Amazon
-20 -10 0 10 20 30

13. Risks
- Influx of one-time, seasonal customers.

14. Risks
- Possible Deficits

15. Recommendations
+ Advertisements

16. Recommendations
+ Communicate!

17. Recommendations
+ Incentives and/or Loyalty Programs

18. Recommendations
+ Make it all flow

19. References
• Rozen, S. (2011, September 1). Effective Advertising Techniques we Can Learn from
infomercials. Retrieved November 29, 2014, from http://forty.co/effective-advertising-
techniques-we-can-learn-from-infomercials
• Peiguss, K. (2012, April 3). 7 Customer Loyalty Programs That Actually Add Value.
Retrieved November 29, 2014, from
http://blog.hubspot.com/blog/tabid/6307/bid/31990/7-Customer-Loyalty-
Programs-That-Actually-Add-Value.aspx
• PR Loyalty Solutions. (2012, June 21). Reasons for Loyalty Programs - What They
Can Do. Retrieved November 29, 2014, from
http://prloyaltymarketing.com/customer-loyalty/reasons-for-loyalty-programs-what-
they-can-do/
• Kerschbaum, J. (2013, November 26). How to Convert One-Time Customers Into
Repeat or Lifetime Customers. Retrieved November 29, 2014, from
http://searchenginewatch.com/sew/how-to/2309171/how-to-convert-one-time-customers-
into-repeat-or-lifetime-customers

20. References
• Joseph, C. (2010, October 8). What Are the Benefits of Delivering Excellent
Customer Service? Retrieved December 6, 2014, from
http://smallbusiness.chron.com/benefits-delivering-excellent-customer-service-
2086.html
• Paternoster, L. (2012, February 22). The missing link: How customer service
drives sales and market share. Retrieved December 6, 2014, from
http://www.instituteofcustomerservice.com/1768-8887/The-missing-link-
How-customer-service-drives-sales-and-market-share.html

21. Appendix
Contact information for Business Owner Interviewed
Name: Cavan Myers
Business: St. Petersburg College Tarpon Springs Bookstore
Location: 674 E Klosterman Road, Tarpon Springs, FL, 34689
Email: AM8048@bncollege.com