Prospecting: Shop from Work Week, Social Forwarding Increase Better 
World Books’ Customer Acquisition Rate

A made-up holiday called "Shop from Work Week" helped Better World Books, a cross-channel retailer that collects and sells books online to fund literacy initiatives worldwide, increase its customer acquistion rate.

"Since we know many people shop online at work, we thought if we created a fun holiday celebrating it during a time of year when we have less shopping activity, we'd get a lot of buzz and even acquire new customers through social forwarding," says John Ujda, vice president of marketing for Mishawaka, Ind.-based Better World Books.