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Can Barnes and Noble engage Borders customers?
Image by markhillary via Flickr
Celebrating at a funeral is in bad taste, so I’m sure the folks at B&N had to think carefully about to address the contacts they got from a recent acquisition of Borders customer data. Too friendly and cheerful would come across as celebration; too mournful and sympathetic would appear inauthentic or worse. Barnes and Noble recently acquired the customer list from Borders in the sale of assets last week at bankruptcy court. There was some concern from thoughtful persons about this, as though such a list acquisition was equivalent to inheriting your best friend’s Little Black Book and proceeding to work your way through the conquests listed. I don’t think it is a creepy ploy though– if the customers are approached respectfully, it seems like common sense that people who used to buy books at a bookstore might be interested in buying books from another bookstore. Read the remainder of this entry »
