The New Barnes and Noble Ads Favor Humans Over AI
Justin Lam — December 11, 2018 — Marketing
More and more stores are turning to AI to aid in customer recommendations but these new Barnes and Noble ads show that the bookseller is focusing more on the expertise of its employees. These booksellers become the primary focus of the ad campaign, which includes eight 15-second spots celebrating the brand's 23,000 booksellers across the country. The Barnes and Noble ads also highlight the actual brick-and-mortar stores, rather than any online shopping options.
When creating the Barnes and Noble ads, the bookseller worked closely with the France-based advertising company Havas. Havas was instrumental in choosing to focus on employees and are "totally passionate about whatever it is you are shopping for,” according to Tim Maleeny, Havas chief strategy officer.
When creating the Barnes and Noble ads, the bookseller worked closely with the France-based advertising company Havas. Havas was instrumental in choosing to focus on employees and are "totally passionate about whatever it is you are shopping for,” according to Tim Maleeny, Havas chief strategy officer.
Trend Themes
1. Employee-focused Ads - Disruptive innovation opportunity: Leveraging the expertise and knowledge of employees to create personalized and immersive shopping experiences for customers.
2. Human-centric Marketing - Disruptive innovation opportunity: Shifting the focus from AI and technology to highlight the value and authenticity of human employees in advertising campaigns.
3. Brick-and-mortar Emphasis - Disruptive innovation opportunity: Capitalizing on the unique advantages of physical stores by showcasing them in advertisements and promoting the in-store experience.
Industry Implications
1. Retail - Disruptive innovation opportunity: Integrating human expertise with technology to enhance customer experience and differentiate from online competitors.
2. Advertising - Disruptive innovation opportunity: Developing creative and impactful campaigns that emphasize the human element and establish emotional connections with consumers.
3. Publishing - Disruptive innovation opportunity: Highlighting the value of knowledgeable booksellers in physical bookstores to attract customers seeking personalized recommendations and expertise.
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