Waterstone's are in a strong position on the high street. Now that Ottakers and Borders have all but bitten the dust, why don't they try an experiment.
They should choose perhaps 10 shops in good locations and give them the freedom of the bookshop. They allow the manager and those working in those shops to stock and promote what they want. They should be allowed to dress the window as they feel fit and generally do what they want to make the shop like the bookshop they dream of working in.
After 6 months Waterstone's head office can see how they are doing and whether they are selling more than other Waterstone's. It is an experiment that wouldn't really cost much and it would be interesting to see the outcome.
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