The access to the future solution of BetterWorldBooks is also a critical aspect to consider because it must be available to as many customers as possible and this customer likes to have many ways to get BetterWorldBooks’ services, it is because of this fact that BWB must develop a multiple distribution strategy, namely online selling and also in physical stores, like in BWB’s former strategy.

The most important aspect of this business model, based on the fact that channels are bringing more possibilities for the customer, is that our team is proposing to do a multi-channels marketing, by mixing the presence of physical stores and an online website where the whole range of collected books are available.
Indeed, it may be very interesting if different channels are used for different of products segments – for example, online retailing for relatively rare books and physical stores for more popular books.
It is hard to adapt this to the second-hand books market but it must be possible to develop when a better selling database will be developed (Poirel & Bonet Fernandez, 2008).

Even though there is a risk of cannibalization between channels or, even worse, a risk of mark-up reduction due to a higher competition in the online market and a better comparison amongst selling propositions, BWB has all its interests to propose different way of selling second-hands books because it gives a real competitive advantage to BetterWorldBooks because most of their competitors aren’t doing it now (if we aren’t considering Fnac’s successful case).

In fact, BWB would propose many ways to find its products and services or to collect them; furthermore, a well-integrated clicks and mortar system, which allows to switch easily from one distribution channel to another, is a very good way to develop a strong cooperative network between customers because it would be easier to become consumer and supplier (through donations) at the same time.
This strategy is critical to develop BWB’ notoriety and brand awareness.

To present our recommendations, it is much more relevant to describe these access possibilities in a more practical way:

• Concerning physical stores, those ones would be situated in places that are related to our targeted customers, i.e. young students who are concerned about the environment, many places would be fitting to this but one would be particularly interesting: it is near Flagey Square, because it is not far from the ULB, it can be a quiet place where to buy books and there is also enough animation there to bring people in stores, the rent is also lower than what would be demanded in the center of the city (where Saint Gery’s neighborhood would do perfectly too, because it is a place where lots of young people are).
  This lower price allows the company to establish itself in quite large stores; those would be in green – like BWB’ logo, to reflect the idea of ecological responsibility and calm, the personnel must also be passionate about books and friendly, it would be also possible to read a little the books to be sure about the quality, there would be many seats to make it comfortable. Other places could also be chosen to address BWB’ offer to different universities or different segments, if there is an expansion of the demand in Brussels. We advise to create a real atmosphere around the books. For example: create a bar or a food area to lunch is the same area. Always in order to traget students, we advise to add a space for washing machine.
  Through this space, students lack of time may choose their books and doing laundry (why not with a way to recover water for reuse, always in the environemental objective).

• If we speak about the collection, the place where collecting stations are is also very important to consider and there is an advantage in comparison with the physical stores: the place is much more flexible because the collecting stations aren’t as expensive as the maintenance, management and rent of physical stores and then there are many possibilities to place them in strategic places, we will quote in the center of universities and Brussels or in the boundaries of the physical stores, it would be enjoyable to induce brand awareness to Brussels inhabitants.Of course, the collecting network must be as clean as possible to reflect BWB’ idea of social responsibility, respect and sharing so every tag or similar thing on collecting stations would me systematically erased to maintain this proper image.

• Concerning BWB’ website, this one wouldn’t be very different from the one that exists in the USA and the UK, which are roughly the same, because this website is user-friendly and also very well designed and structured, the creation of another completely different concept of website may be very expensive and also take a very long time, so it would be risky to make another website for BWB’ trial in Europe, we recommend to keep it like it is to be able to launch BWB’ service as fast as possible and then being sure to implement a system that isn’t present in Brussels yet.Another very interesting aspect is that keeping the same template for the European website is a very good idea to benefit from economies of scope, which are very important to consider here.It is clear that the books would be delivered by the customer and with free shipping, which is very attractive or in a BWB store of their choice.