Shopper Marketing - February 2016 - 16


PROGRAMS

Barnes & Noble Lets
Adults Color, Too
Stores host coloring events chainwide, supported by a
variety of digital and social activity
By Chris Gelbach

New York - While coloring is primarily
associated with children, it is experiencing a groundswell of popularity
among adults. It's a trend that Barnes
& Noble noticed firsthand through an
increasing shopper appetite for coloring books and artists' supplies.
To capitalize on the trend and educate customers on the different coloring books and supplies available,
Barnes & Noble brought its customers together on Nov. 14 for "The AllAmerican Art Unwind," an in-store,
five-hour event at the chain's 600-plus
locations.
"As we got into this, I've heard so
many stories of people saying, 'You
know, I used to do this, but I would
sneak it in my kid's coloring book. I would take
it when they were sleeping and color it myself because I like to do it,'" says Alex Perruzzi,
vice president of gifts at Barnes & Noble. "It
was almost like something they couldn't really express out to the general public. So once
someone told them that it was OK, it was like
the floodgates opened."
The event included three main components:
Create, Connect and Color. The Create compo16

y SHOPPER MARKETING FEBRUARY 2016

nent gave customers the opportunity to color a
panel from a piece by artist Millie Marotta and
submit it over social media for potential inclusion as part of a final nine-panel mosaic made
up of submitted panels from across the country.
Marotta, an independent illustrator who
specializes in coloring books, appeared on the
day of the event at Barnes & Noble's Upper
West Side and Upper East Side stores in New
York City. While there, she signed books and



Table of Contents for the Digital Edition of Shopper Marketing - February 2016

Contents
Shopper Marketing - February 2016 - Intro
Shopper Marketing - February 2016 - 1
Shopper Marketing - February 2016 - 2
Shopper Marketing - February 2016 - 3
Shopper Marketing - February 2016 - Contents
Shopper Marketing - February 2016 - 5
Shopper Marketing - February 2016 - 6
Shopper Marketing - February 2016 - 7
Shopper Marketing - February 2016 - 8
Shopper Marketing - February 2016 - 9
Shopper Marketing - February 2016 - 10
Shopper Marketing - February 2016 - 11
Shopper Marketing - February 2016 - 12
Shopper Marketing - February 2016 - 13
Shopper Marketing - February 2016 - 14
Shopper Marketing - February 2016 - 15
Shopper Marketing - February 2016 - 16
Shopper Marketing - February 2016 - 17
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