Those who have been watching the listing sites may have noticed this past month that Alibris has been running a sale. Not a very large or very prominent sale, but in a field where such promotions and active marketing strategies are few and far between, this was an unusual and interesting event. Indeed, having spent many years in the field of direct marketing, it surprises me how little is done by the listing sites to promote sales.
Alibris promoted a $1 off sale for searchers on AddAll. The discount did not apply to regular Alibris purchasers, but for those who found their books through AddAll, a $1 discount code was provided. That may not sound like a lot, particularly if you are buying a $200 book. However, it applied to all orders. If you were buying a minimum, $2.95 book, the discount amounted to 34%. Not bad.
We asked Alibris' A.J. Kohn a few questions about the promotion. He told us that this was not the first such promotion. They have done them before with AddAll and BookFinder. They usually will not do the same promotion on different sites at the same time, but may rotate multiple offers. All promotions are temporary, but Alibris is constantly working on new ones. The $1 AddAll sale was instituted on March 1 and was set to end on March 31.
We asked about the success of the program. Mr. Kohn replied, "I can't give specific figures for this or other campaigns, but in general it's been successful. That being said, promotions will often drive order volume, but we're cognizant not to overuse promotions as a way to derive loyalty." When it comes to the expense of the promotion, Kohn noted that Alibris picked up the full cost. "Alibris picks up 100% of the cost of the promotion - this one or any other Alibris promotion." As for the future, he explained, "We've done this before and will do so in the future, further refining our offer and our targeting. There are some interesting ideas on the horizon for both offer and targeting, but nothing I can mention at this point."
As we said, this is not a promotion that will blow away the people hawking their wares on late-night TV. There's no "But wait!" to sweeten an already huge discount being offered. Nevertheless, it is a step forward in a field for the most part devoid of marketing skills. Certainly it is understandable that the listing sites do not want to turn their sites into bazaars of ever increasing discounts and ever increasing list prices to support those discounts. However, any marketer can tell you that a large percentage of the population needs to feel they are getting a good deal before they are willing to buy, and that is not easy if you never promote sales or discounts. Perception can be as important as the actual price, but there is little to perceive in the way of bargains on the listing sites. What Alibris is doing may not be major, but it is a step, and one marketing step forward in the listing site business is sufficient to make you the leader.
Gros & Delettrez, 7 November: APRES DE MANNEVILLETTE Le Neptune Oriental
Gros & Delettrez, 7 November: CASSAS Eaux fortes de la Sicile et quelques vues d’Espagne
Gros & Delettrez, 7 November: CASSINI DE THURY Carte générale et particulière de la France.
Gros & Delettrez, 7 November: JOUY; GARNERAY Vues des côtes de France dans l'Océan et dans la Méditerranée
Gros & Delettrez, 7 November: LA PÉROUSE Voyage autour du monde
Gros & Delettrez, 7 November: LE GENTIL DE LA GALAISIERE Voyage dans les Mers de l’Inde
Gros & Delettrez, 7 November: LICENT Hoang Ho, Pai Ho, Loan Ho, Leao Ho. Itinéraires suivis dans le bassin du golfe du Pei Tcheuly
Gros & Delettrez, 7 November: FRENCH SCHOOL FROM THE 19th CENTURY Panorama d’Athènes
Gros & Delettrez, 7 November: PEETERS Description des principales villes, havres et isles du golfe de Venise
Gros & Delettrez, 7 November: PÉRON; FREYCINET Voyage de découverte aux terres australes
Gros & Delettrez, 7 November: STACKELBERG La Grèce : vues pittoresques et topographiques.
Gros & Delettrez, 7 November: VALENTINER Atlas des Sonnensystems.
Forum Auctions Online Sale: The Detective Fiction Collection of John Cooper Ending 7th November, 2024
Forum, Nov. 7: Christie (Agatha). The Thirteen Problems, first edition, The Crime Club, 1932. £15,000 to £20,000.
Forum, Nov. 7: Christie (Agatha). Dumb Witness, first edition, 1937. £3,000 to £4,000.
Forum, Nov. 7: Christie (Agatha). Cards on the Table, first edition, The Crime Club, 1936. £2,000 to £3,000.
Forum, Nov. 7: [Carr (John Dickson)], "Carter Dickson" and John Rhode. Drop to his Death, first edition, Heinemann, [1939]. £600 to £800.
Forum, Nov. 7: Berkeley (Anthony). Jumping Jenny, first edition, Hodder and Stoughton, 1933. £800 to £1,200.
Forum Auctions Online Sale: The Detective Fiction Collection of John Cooper Ending 7th November, 2024
Forum, Nov. 7: Marsh (Ngaio). Overture to Death, first edition, The Crime Club, 1939. £600 to £800.
Forum, Nov. 7: [Day-Lewis (Cecil)] "Nicholas Blake". The Beast Must Die, first edition, 1938. £750 to £1,000.
Forum, Nov. 7: Brand (Christianna). Green for Danger, first edition, signed presentation inscription from the author, John Lane the Bodley Head, 1945. £600 to £800.
Forum, Nov. 7: Christie (Agatha). Murder is Easy, first edition, signed by the author, 1939. £3,000 to £4,000.
Forum, Nov. 7: Sayers (Dorothy L.) Lord Peter Views the Body, first edition, Gollancz, 1928. £6,000 to £8,000.
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RareBookBuyer.com We Buy Librairies & Rare Books Nationwide ABAA Dealer
RareBookBuyer.com Specialized in Purchasing Institutional Collections & Deacccessioned Books
RareBookBuyer.com We Buy Librairies & Rare Books Nationwide ABAA Dealer
RareBookBuyer.com Specialized in Purchasing Institutional Collections & Deacccessioned Books
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Sotheby's Fine Books, Manuscripts & More Available for Immediate Purchase
Sotheby’s: J.R.R. Tolkien. The Lord of the Rings Trilogy. 11,135 USD
Sotheby’s: Edgar Allan Poe. The Raven and Other Poems, 1845. 33,000 USD
Sotheby’s: Leo Tolstoy, Clara Bow. War and Peace, 1886. 22,500 USD
Sotheby’s: Sir Arthur Conan Doyle. Adventures of Sherlock Holmes, 1902. 7,500 USD
Sotheby’s: F. Scott Fitzgerald. This Side of Paradise, The Great Gatsby, and Others, 1920-1941. 24,180 USD
Freeman’s | Hindman Fine Printed Books and Manuscripts, Including Americana November 14
Freeman’s | Hindman, Nov. 14: LEROUX, Gaston. The Phantom of the Opera. FIRST AM. ED, FIRST ISSUE IN THE VERY RARE DUST JACKET. 1911. $6,000 – 8,000.
Freeman’s | Hindman, Nov. 14: GOULD, John. A Monograph of the Trochilidae...Humming-Birds. L., [1849-] 1861. $60,000 – 80,000.
Freeman’s | Hindman, Nov. 14: A COMPLETE RUN of Limited Editions Club publications, v.p. [mostly New York], 1929-2010. $50,000 – 60,000.
Freeman’s | Hindman, Nov. 14: ORWELL, George. Nineteen Eighty-Four. Lon., 1949. FIRST EDITION IN A VERY FINE DUST JACKET. $6,000 – 8,000.
Freeman’s | Hindman, Nov. 14: GOULD. A Monograph of the Ramphastidae...Toucans. L., [1852-] 54. SECOND ED. $35,000 – 45,000.
Freeman’s | Hindman, Nov. 14:The Federalist. NY, 1788. FIRST EDITION, THICK PAPER COPY. $60,000 – 80,000.
Freeman’s | Hindman, Nov. 14: SELBY. Plates to Selby’s Illustrations of British Ornithology. Edin., [1833-] 34. $20,000 – 30,000.