Supply Creates Demand

The things I love about Chennai are many, filter coffee, trees, relaxed pace of life, amazing food, culture to name a few. But one of the important reasons is Landmark Bookstores.

During my second week in Chennai, Ashwin, one of my b-school classmates introduced me to Landmark. We went to the store located in the basement of Apex plaza [Address here], Ashwin – to gift something to someone he knows, and me – more because the other option is to have a really long nap. I had no intentions of buying a book or anything then.

My first reaction was, “the store is HUGE“. Later I came to know that the store has more than 12000 sft of space. Soon, I lost Ashwin in one of the alleys full of books. Wandering I found myself in travel & food section. After 3 hours and relentless browsing I have a “Metroplus Chennai Food Guide” [Buy online @ Hindu], “3 Men in a Boat“, and couple of CDs with me.

“Supply Creates Demand” is Landmark’s management philosophy. With that thinking they have opened spacious stores across the city. Each store is carefully crafted to say the least. You get books, CDs/DVDs, games, puzzles, cards, stationery, toys, extensive list of gift items and home products in each of the stores. Despite all that, the store gives a relaxed feeling the moment you enter. The salesmen are meticulously groomed and very knowledgeable. The store as such won’t disturb you until its closing time and you might want to leave. Not just that, I have seen some really sensible services marketing done by the store. Just for example,

• As soon as a salesperson spots you with more than a handful of books, he approaches you and gives you a token and collects the luggage from you. Simply put, they don’t want you to leave the store because you have bought enough books.
• The store people wont disturb you, even if you are there to read the entire volume of “Calvin and Hobbes” [Buy online @ Amazon, Sify] and leave. We (both Ashwin and me) went there thrice during the weekend and returned without buying a thing twice.

Ever since, I have been to the store numerous times and each time supply did create demand. And I am not complaining, because after 3 years I found my passion for books again.

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Just in case you are looking for the store addresses:

• Landmark Store, Apex Plaza, Nungabakkam High Road (landmark: Opposite Ispahani Center)
• Spensers Plaza, Mount Road
• City Center Mall, End of Cathedral Road (towards Marina)

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