Mutual Target: McKay's Used Books, DVD's, CD's, and More!

mckays Mutual Target: McKays Used Books, DVDs, CDs, and More!*Reader’s note—the “Mutual Target is like this:

Say you always buy Peanut Butter Cap’n Crunch.  And let’s also say you always shop at Wal-Mart.  For General Millls (the manufacturer) and Wal-Mart (the retailer) you are a “mutual target.”  End of lesson.

Of course I know about Amazon.

I shop there often.

I will continue shopping there, even after it suggested that I purchase The Devil Wears Prada because I once browsed Angel Season 1 on DVD.  Unless it asks me to buy the Miley Cyrus biography after I peruse The Life & Times of Winston Churchill, the Amazon and I will always be cool.

Bu sometimes you want the book right then.   And let me you cut you off at the pass.  Yes, I’ve heard of the Kindle.  No, I don’t think it’s the greatest thing since chip clips.  You keep looking cool and I’ll protect my eyesight from hours of pixilated torture.

So I stopped in at McKay’s Used Books, just to see if I could beat the Amazon.  Here, fellow shoppers and lovers of all things retail, is my brief findings:

Shopper’s Perspective

  1. Cute little footprints are meant to guide me somewhere.  They’re even some blue ones.

Unfortunately, the explanatory signage was unnoticeable and I’m left to assume that either some leprechauns marched through spilled paint or a Smurf bled to death somewhere around the entrance’s left corner.

  1. The DVD’s are due north as soon as you walk in and reasonably organized.  Since for most Americans books are quickly becoming the 21st century’s phonograph, people will be pleased at the short walk.
  1. Except for the ones containing self-help and children’s books, the aisles are only slightly wider than the passageway Andy Dufresne squeaked through to find freedom.

That is to say they’re too darn narrow and you can expect butt to butt contact early and often.  If there was just some Lady Gaga playing it would practically be a dance club.  Good luck plucking from the bottom shelf.

  1. You can’t argue with their wide collection.  You name the genre, McKay’s is into it.  They’re like Halliburton for books.
  1. They don’t seem to be able to tell you if they have a particular book in stock.  And based on how much the books are rifled and picked through, this lack of tracking can cause you to give up and walk out.  Like I did today.

Retailer’s Perspective

  1. The used DVD’s and video games sell like cut off jean shorts at a Lynyrd Skynyrd concert.  Move it to the center of the store, drive us lemmings past a few books, and book sales might increase.
  1. Commission some Old Navy style shopper bags.  The baskets with the plastic handles turn to knives after about three books.  Or after one marketing textbook.  Give me something I can throw over the shoulder. Comfort=more purchases.

Greenies and tree-huggers like me might even buy them for a buck or two.

  1. The little push-buggies turn the Eye of the Needle shopping aisles into Manhattan at noon.  Total logjam and two can’t even pass each other.  They need to accompany your plastic baskets to the incinerator.
  1. Lots of cool books that I’m free to peruse.  Now only if there was a comfy place to sit down (and the petrified wooden benches don’t count) for a second and browse.  Maybe even a stand to grab some coffee or a snack.

Might as well do it, McKay’s.  I saw two people sitting in the aisle floors browsing their possible selection.  Like the dinosaurs in Jurassic Park, shoppers “find a way…”

  1. The elevator is a nice touch.  If you go on a book shop-a-thon and decide you suddenly want some CD’s on the second floor, you’ll need it.

Of course, if there was a floor assistant who would come along and offer to take your items and keep them for you behind the register, I might take the stairs.

Might even buy more books now that I have two free hands.

But there isn’t.

So I won’t.

On a scale of one to five, five being the Apple Store and one being Best-Buy at 6:00p.m. the day after Thanksgiving, McKay’s gets a three.

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