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January 07, 2005
Ottakers gloomy over Christmas sales
Booksellers Ottakers were gloomy about their Christmas trading, with sales expected to be ��2.5 million below expectations. The news was greeted by the markets with a loss o 14% from Ottakers share price.
Ottakers had teamed with with publishers, such as HarperCollins, to produce special editions of bestselling works to give away as part of a Christmas promotions drive.
However, the marketing plan was not always successful - for example, in the Isle of Man, adverts in the Island's local newspaper offering the free promotional books failed to be accompanied by the intended glossy brochures promoting other Ottakers stock. This led to people being informed of free books, but without being exposed on other sales options that the local store offered.
Part-time female staff were also partial to giving away extra books to handsome young men - as I can attest to. :)
Posted by at January 7, 2005 03:18 PM
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