research and interviews, we noticed that bookstores must fight more and more
for their customers. The clear majority of customers are regular customers,
they come from the immediate vicinity of the bookstore. Hardly a
bookshop has regular customers from outside.
the holographic book Hook, will
change that. It’s an attraction for the bookstore, something unique that
convinces customers to shop in this bookstore, even if they have to go the
extra mile. In addition, it not only gains interest in the bookstore, but also
in the book itself, especially among young people.
holographic book has a special cover that can play events. This can be a book
scene, a trailer, reviews, or something completely different that draws
attention to the book. This scene is then rendered in the form of a hologram.
in the shop window, the scenes played arouse the interest of pedestrians who
stop to watch and then enter the shop. On display in the store, they give a
brief insight into the book, helping customers choose a book. So, the bookstore
can also expand its regular clientele with customers who happened to be in the
area, and now, thanks to Hook, prefer
creating the video prototype, which gives a first glimpse into our idea, an
actual prototype is the next step. Testing the prototype in the field and observing
its impact on customers will help improve Hook.
Other interviews with bookstore owners and customers can help as well.
During our research, it became obvious that especially young people find bookstores and books boring. In the following days, we developed various ideas to make bookstores and books attractive again.
The idea that finally prevailed is a holographic book cover. While holding the book, elements shown on the cover move. For example, they show a scene that appears in the book, or even a trailer designed specifically for the cover. This allows customers to get a brief impression of the book in a short period of time. In addition, the holographic cover draws attention to the book and is supposed to gain the interest of potential customers. Books displayed in the store window attract the attention of pedestrians who stop and look at the illustrated scene, giving them an incentive to enter the bookstore and buy the book.
We believe that this idea will make books interesting again, as well as encouraging young people to visit bookstores and buy and read books again.
Books are something that most people possess today,
regardless of their age, gender or income. They inform or advise, distract
after a long day, fill beautiful looking bookshelves and are also ideal as a
gift. In bookstores you will find a wide range of books, you can have a closer
look at a book, get advice on the purchase and maybe even order a book for
Nevertheless, bookstores today are increasingly
confronted with the challenge of keeping up with online shops like Amazon in
order not to lose customers. Especially young people appreciate being able to
shop quickly and easily on the Internet and consider a bookstore only as a
waste of time. That’s why it’s important to make bookstores digital and
For a deeper insight into the topic, we conducted interviews with various bookstores. To get a comprehensive overview, we talked to both employees and owners. Most bookstores already offer digital content, they own an online shop and sell also audiobooks and eBooks. However, the size of the digital offering varies from store to store.
Using the information we gathered in the interviews, we will work out a concept over the next two weeks to improve the customer experience in bookstores using digital contents.