ICYMI: Vibrators and brass cutlery: Indigo ain't ya mama's bookstore anymore — via financialpost Retail Marketing
A link to the Kama Sutra appears high on the list of options. Scroll further and you’ll find tools that can put that reading list to work: about half way down the page, you’re presented with a series of soft-toned vibrators that are über minimalist.
Ruis insists the “magic dust” remains books, even though it’s getting difficult to call Indigo a bookstore. He said the drift from books is intentional, and key to the company’s survival in the age of online marketplaces, audiobooks and e-readers.Photo by Tyler Anderson/National Post files Indigo struggled for relevancy. Its revenue began consistently declining, dropping to $867.7 million in 2014 from $941.5 million in 2011.
Throughout the aughts, the company started growing its non-book merchandise offerings, throwing up shelves of notebooks, racks for kitschy items, and stands for gifts and children’s toys.
And the books? Those are mostly deeper in store now with a few selected titles peppered amongst the curated general merchandise. Even venturing on to the website, novels are hardly present on the main page. Indigo locations now generally have a mix that’s 55 per cent books and 45 per cent merchandise, with newer stores maintaining a more even split, Ruis said.
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