Eslite Bookstore gives book worms are allowed to access and read books for free
Eslite Bookstore gives book worms are allowed to access and read books for free while in the store. The move attracts throngs of readers who want to experience a book first before they make a purchase. The strategy allows them to have an actual taste of the value of a book before making a purchase.
The company employs Engel, Kollet, Blackwell (EKB) model to convince customers into buying their books. The model encompasses the use of input to create influence on the decision-making process of a consumer. The company allows customers to have a taste of the book for free while still in the store Once hooked the customer processes the quality of the book, and they get a small push through an external influence(worker at the store) to purchase the book.
Eslite Bookstore also uses Maslow’s motivation-need theory to give their clients an experience of what their store offers. The bookstore engages in creative bazaars where they display arts for the clients, who visit their stores; they also get access to cooking shows, cafes, and boutiques under the same roof. Having other branches creates an artificial need for customers. Motivation- need theory appeals to the physiological side of the client by making them feel they can’t do without a thing. For example, a cooking show can make a customer feel that they need a recipe book to create good food. Having the cook shows to prepare delicious meals creates a sense of safety as they give a step by step direction in their display. The customer is made to fall in love with cooking recipes, their self-esteem on the cooking subjects gets uplifted, and they end up purchasing a recipe book at the store as a result of the practical experience.
The final consumer behaviour theory Eslite Bookstore applies is the use of reasoned action theory. It entails convincing customers to buy books by appealing to their wants and needs. Displaying print on demand exhibitions and allowing consumers to have a look at specific interests helps the company to tailor their services to the exact interest of a customer. The result is a boost in the sales of the store.