Skoobs: A Bookshop Experience with a Difference

Description

Skoobs: A Bookshop Experience with a Difference: Abstract

When Marisa Torrani took a brief moment to relax in one of the elegant armchairs in her book emporium, Skoobs Theatre of Books, she drank in the scene with satisfaction. It was 6 pm on a Friday in June 2012, 18 months since Skoobs had opened in one of South Africa’s premier entertainment and gaming complexes, Montecasino, north of Johannesburg. The store was filling up with customers, many of them straight from work and looking for a place to unwind and, as she watched, she couldn’t help wondering what it was, exactly, that drew people to Skoobs. She had often thought about opening more stores, but would a Skoobs store survive beyond the alluring walls of Montecasino?

Teaching objectives

The objective of this case is to generate learning on customer service and customer experience in the marketing mix.