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It opens up all kinds of other possibilities.
Watch retailers, for instance, have been hit hard by the cell phone market. Sales are way down because so many people tell time with their phones rather than wearing/buying wristwatches. I've seen stores close.
But what if the watch stores also sold rubber chickens? Voila...instant synergy!
Tower Records could probably have saved themselves by devoting one part of each store to selling hammers, and Hollywood Video would still be in business if they'd only added rubber stamps, fresh cut flowers and collectible hood ornaments to the mix.
Yessir, Borders is really onto something!
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