After doing some research on my target demographic (Teens ages 16-18) along with competitive research (Books -A- Million & Amazon) it was decided to focus on where the main competition cannot compete (In-store). Teens and other customers are more likely to buy once in-store, and that meant doubling down on Barnes & Nobles strength of a great shopping experience.
The concept was to focus on the culture of reading books and being a book person. Highlighting the fun quirks along with the beliefs of book readers creates a sense of community.
For young people, Barnes & Noble is the only bookstore that creates an inviting reading community so they can create emotional connections because Barnes & Noble wants people to love books.