Eason, Ireland’s largest books retailer, will relaunch its website, launch a loyalty card, create in-store interactive ezones and renovate some of its outlets over the next 12 months as part of a comprehensive strategy review outlined by managing director Conor Whelan.
Whelan was speaking to Irish publishers as part of the Publishing Ireland conference on Friday 4 March 2011. The new strategy is based on improving the company’s performance and was built on comprehensive internal reviews, outside consultants’ reports and visits to retailers in the UK, the US and other territories.
The Eason Loyalty card will launch within the next six-months and the website re-design is slated for November according to Whelan, and confirmed by books director, Tom Owens.
The company will also work to improve its category offerings and some stores may see specialization in certain book categories according to Whelan.
Whelan highlighted the specific challenges of Northern Ireland. The market there is more price sensitive according to Whelan who pointed out that the growing chain of Tesco Extra stores looked almost exactly like the existing Eason’s stores in terms of their product offering. Easons also did not have the same ‘consumer connection’ in Northern Ireland as it has in the south according to Whelan.
Whelan, who previously worked with BWG/Spar group, joined the company in Setpember 2009.
Eason lost €10.09 million in the year ending January 31 201o.
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