Designing a Personalized In-Store Experience: How Barnes & Noble’s Customer-Centric Focus Guided Its Loyalty Program Revamp

From a small home bookstore to over 600 locations across the 50 states, Barnes & Noble has grown to the top book retailer in the U.S. since its start in 1873. During its 150-year run, the company transitioned leadership several times, with a period of being publicly traded between 1993–2019. The brand’s recent return to being a privately owned company allowed it to return to a more customer-centric vision.   Part of this shift in focus involved refreshing the B....

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