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

Shop from Work Week, which ran from Feb. 1 through Feb. 8, offered consumers the opportunity to receive 3 percent off one book in Better World Books' sale category; 6 percent off two books; 9 percent off three books; and so on, up to a maximum of 30 percent off per order. To make the promotion fun, Better World Books added a "Boss Button" function to its site that shoppers could click when they heard their boss coming. By clicking on the button, a phony Excel document of "important work" showed up on the shopper's screen.