Why Do You Think People Buy Books?
Right, they buy books because they have a certain need. If we know this need, we can consciously address it in our positioning and marketing. This creates guiance and buying impulses for the customer. So far, so banal.
The problem: The book buyer himself is not even aware of the needs that are decisive for buying.
The challenge: How can we bring our product range together with this "gut feeling" to promote sales?
The answer: Reading Rationales (Lesemotive).
Based on neuroscience, this new classification standard makes emotional access to books from the customer's perspective systematically available to the entire book industry for the first time. This opens up an additional dimension in addressing customers – the belly feeling becomes a head thing.
Background: Go for the Bailers!
There are various reasons why fewer books are bought – they range from everyday stress, often fuelled by intensive use of social media, to a lack of contact points with books and competing media offerings. In combination with the enormous abundance of offers, more and more people are losing the overview and turning their backs on the book market. This is confirmed by the market research study "Book buyers – quo vadis?" published by the German Publishers & Booksellers Association in June 2018.
While active readers are specifically looking for books, the so-called "bailers" in particular want to be inspired while browsing. And this is precisely where orientation is particularly lacking. An industry task force is therefore working on solutions to remedy this. To this end, Gruppe Nymphenburg has analyzed the information and search behavior of book buyers and bundled the unconscious motives that lead to book purchases. The unconscious can be consciously addressed in this way – and this also reaches out to people who have emigrated.
Customer loyalty is like love: expectations must be fulfilled, otherwise there’s frustration instead of passion and book buyers start to bail – that is, they leave the market forever. False advertising – books whose marketing addresses the "wrong" customer needs – has a long-term impact as a result.
The Digital Cross Over Team speaks with REading Rationals ambassador Stephanie Lange about how the book industry can use this new standard to "consciously unconsciously" become a matchmaker, and how other industries can benefit from the latest findings.
Read the interview on Dogital Cross Over's blog: Every second book is a case of false advertising
Lesemotive in VLB
In order to ensure a rapid spread of the Reading Rationales standard within the German book industry, we are currently working on integrating the categories as additional metadata into the Verzeichnis Lieferbarer Bücher (VLB). The project includes more than just the display and delivery possibilities of the information on customer needs in the database. The Reading Rationales will be automatically assigned to the VLB title inventory with the help of artificial intelligence. The partner for this technical mapping is the company QualiFiction, which was awarded the title "Content Start-up of the Year 2019" by the Börsenverein Group in the Content Shift accelerator.
The website www.vlb.de/lesemotive gives first impressions of how the reading motives can be displayed in VLB.
Your Contact Person
Stephanie Lange will be happy to help you with any questions you may have about the reading motives and will put together a personal consultation offer for you.
Please use the following form to contact us, thank you!