1. • Social everything – participation/sharing
experiences with other users
• More technology to harness social data and
buying patterns/consumer behaviors
• Mobiles/tablets being used more than
laptops/desktops
• More freelancing/self-employment/startups
after college
• Education on all levels emphasized by
Obama in latest State of the Union
• “Book club” for social media (like Pottermore)
• Tiered memberships that cater to
consumers of all ages and incomes
• Integrate social media strategies into
redesign of retail spaces
• Collaborate with schools across the nation
to make sure an exceptional level of learning
and education is provided to each child from
the beginning (pre-school).
STEEP summary
trends opportunities

2. Über connected-ness
Social everything – participation/
sharing experiences with other users
63% of females and 73% of males
don’t go longer than one hour
without looking at their phone
Facebook B&N Official page
Take advantage of native ads for B&N
discounts, coupons, exclusive deals
Integrate social media strategies into
redesign of retail spaces
trends
Social advertising – native ads
Niche social networking, ie.
Pinterest, Instagram, etc.
More interaction between user’s
mobiles (NFC)
“Book club” for social media (like Pottermore)
Greater interaction with mobile devices
throughout the B&N retail store
Better use of B&N website - supplemental
information for book lovers/events
opportunities
social

3. Second “industrial” revolution –
robotics/kiosks/smart machines
Technology to harness social data and
buying patterns/consumer behaviors
Access to more information than ever –
Knewton: new ways of learning
Data visualization - micro to macro
NFC – near field communication
Mobiles/tablets being used more than
laptops/desktops
Cloud computing – Personal cloud –
source of all info/data
HTML5 to become main app developer
Realtime feedback/analytics
NOOKstations at tables - pay for internet/
reading books/periodicals
Collaboration with Knewton - digital
learning for Tweens/Teens
Digital learning spaces for students
throughout retail space
Corporate programs - to promote reading
and learning at an older age
New programs/applications for the
NOOK - throughout the store, book
membership, etc.
Mobile apps to track buying patterns/
customize experience for B&N
shopper
More kiosks/digital stations around
retail store to assist with finding the
perfect book
trends opportunities
technological

4. trends
opportunities
economical
Diminishing prospects for youth (Tuition and
COL increasing, opportunities decreasing)
Aging population will impact future economic
growth
People traveling abroad more
Greater transparency and available knowledge
about companies’ products/services
Transparency of the price of books with
competitors - convince B&N shoppers to
buy now rather than at Amazon
Tiered memberships that cater to
consumers of all ages and incomes
Partnerships with colleges: NOOK that
carries digital versions of all college
textbooks (included in tuition?)
Local manufacturing (mobile production/
consumption)
More freelancing/self-employment/startups
after college
Integrated ecosystems between co-
workers, suppliers, partners and consumers
People have less money saved for
retirement (avg. 30k)
Emerging middle class
Community learning center within B&N;
weekly events for specific demographics
(kids, silvers, etc.)
B&N kiosks/partnerships abroad
Aim for local manufacturing of NOOKs
(ideally before other e-Readers do so)
Facebook B&N Official page

5. trends opportunities
environmental
Global shift towards urban living – smaller spaces
Technology & sustainability converging
Increased focus on natural resources supply
Resources decreasing, population
increasing – rethinking consumption -
“products that give back”
Consolidation of oil and gas companies
Recycling programs for new/used books;
student/professional design competitions
Greater exposure on how NOOKs are made
(more cradle-to-cradle manufacturing)
Smaller B&N retail stores/pop-up spaces
for urban areas and on-the-go consumers
Biodegradeable products used in cafe
areas

6. trends
opportunities
political
Collaborate with schools across the
nation to make sure an exceptional level
of learning and education is provided
to each child from the beginning (pre-
school)
The future of space travel and exploration-
learning about the unknown
Greater access to information (good and
bad)
Education on all levels emphazied by
Obama in latest State of the Union
More opportunities to learn about
the unknown
More reasons for people to escape
from reality - with reading books!
Partner with schools for the student’s
benefit (scholarships, sponsorships,
etc.)
Push in education policy to make higher
education more accessible and affordable
Uncertainty of the future
Steady decline of the stock market in 2013