Casemate President David Farnsworth has written Amazon’s Jeff Bezos arguing the World’s largest bookseller should grab the opportunity presented by Borders’ current malaise to make the leap from virtual to bricks and mortar bookselling.

I’ve been thinking about this a lot the last few days and there are some really compelling reasons why this is a good idea.

In my letter to Mr. Bezos I say:

Undoubtedly Amazon.com has the leading brand in the industry. Your customers feel engaged with the company and there is a serious brand loyalty and yet for the consumer, it is not possible to interact with the company beyond the computer monitor or the tablet.

I think if Amazon were to take over Borders and rebrand it as Amazon, you would see people flooding into the stores. The opportunities for cross selling between online and bricks and mortar are legion

What would happen if Amazon took over Borders and re-branded it as Amazon? What would you do if you saw a former Borders’ store with the AMAZON logo over the door? Would you go out of your way to pay the store a visit? I certainly would, and I bet you would, too. Amazon is a well-run company; Borders is not. Just imagine what it would be like to browse ALL of Amazon’s stock while in store on your Kindle. You could do that.

Remember a few years ago when everyone said Apple were mad to open stores? Well look at them now – their stores are packed. The same could be true for Amazon if they seriously decide to take on traditional retailing.

There’s a window of opportunity for them to turn the book selling world upside down once again and be at the driving seat for a new kind of retailing, one that combines online with high street.

I’d love to have your reactions to this – comments welcome!

David Farnsworth.

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4 thoughts on “Casemate President David Farnsworth has written Amazon’s Jeff Bezos arguing the World’s largest bookseller should grab the opportunity presented by Borders’ current malaise to make the leap from virtual to bricks and mortar bookselling.

  1. If Amazon bought out Borders’ they would then have a physical presence in the states where the stores were located. Amazon would in most cases be required to charge sales tax on all of the on line orders in those states. Not charging sales tax is a significant business advantage over many other on line and local retailers. It is one of the reasons I shop Amazon on line. I save 6 percent on every purchase.

  2. This is true Scott and likely the single biggest reason they won’t do it. It’s wrong though – everyone else pays sales tax

  3. I like a big bold idea as much as the next guy and this is that, but I think that Amazon’s competitive advantage (as a bookseller) lies in having the longest “long tail” in the business. Their brick and mortar inventory would by necessity be limited and there would be no “marketplace” items available.

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