(“BOOKOFF”‘s cute logo)
In Japan, when you want to buy discount books or audio products, you would often hear young people mention a store called “BOOKOFF”. “BOOKOFF” is a chain store devoted to selling secondhand books including fiction, comic books, and magazines, as well as used CDs, DVDs, and video/computer games. Within only 11 years, “BOOKOFF” has developed quickly and continuously expanded its market around the world. Now, “BOOKOFF” has opened a new store in a convenient location in downtown Vancouver. This small but special store offers customers thousands of used books at low prices, and thus contributes to environmentally friendly recycling efforts.
(“BOOKOFF” in downtown Vancouver)
Products: Although “BOOKOFF” sells used products, you would never think they are secondhand. “BOOKOFF” carefully checks every product they acquire; you will not find any dirty, torn, or worn-out copies here. Customers quickly realize that “BOOKOFF” offers exceptional value.
(Customers are shopping in the store.)
Price: “BOOKOFF”’s prices are at least twice lower than the regular price. I was so surprised when I first found out that 70% of the comic books, which are sold at $6 – $8 in regular bookstores, are sold for $2 in “BOOKOFF”.
Place: Except for its 1112 domestic stores covering most provinces and cities in Japan, “BOOKOFF” opened overseas stores in Korea, France, Canada, and the United States.
Promotion: “BOOKOFF” follows the “green” trend and encourages people to sell and buy used books in order to save natural resources and to protect our environment. Its eco-friendly idea has been embraced by many booklovers who will not have any trouble spotting the store’s easy to recognize yellow/red signs with the Japanese word for “books” on it. Furthermore, “BOOKOFF” keeps its official websites up-dated, posts book ranking lists in their stores, and announces discounts on its store windows in order to attract more customers.
(large and clear sign)
(Special thanks promotion: drawing lottery once for every 500 japanese dollar purchase.)
(Posted on Feb 5th)