Osiander and Mayer Buchhandlung, two German bookstore chains, customers offered the opportunity to exchange their Kindle or other e-reader: PocketBook Touch Lux 2. With success, the directors leave the chains that the supplies were soon exhausted.
Osiander and Mayer Buchhandlung started this action in response to Amazon, because the Kindle can be read only books through Amazon purchased. The motto of the campaign is therefore ‘Osiander and Mayersche gives you freedom. Customers could from late December until last Saturday exchange their Kindle for Pocketbook Touch LUX2, no matter how old the e-reader was and where purchased.
Riethmueller Heinrich, director of Osiander, late Boerse Blatt know to be amazed at the “phenomenal success” of the action. Precise figures he does not mention, but there would be “twice as many people have said goodbye to their normal Kindle. The stock of the e-readers would be rapidly depleted in stores. Andrea White, Director Purchasing and Sales at Mayersche, tells Buchreport that the action “was relatively expensive. “But how much is it worth to keep the customer at Amazon?”
In addition to the exchange of e-readers, was also possible (purchased elsewhere) books to trade. For customers who have received a book with the holidays where they are not happy with. Also, many people have made use of it, Osiander says in a press release. According to the bookstore chain customers happy with the gesture for “good service does not exclusively to its large online retailer.
The surrendered Kindles are donated to charity abroad, which she will use to promote the German and reading.
Osiander has nearly thirty branches, Mayersche sits on forty branches, which can be found mainly in western Germany.
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