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Launch a book-reading club through online retailers
such as Amazon. Books offered for sale could be tagged
by individuals who were either currently reading them,
or waiting to read them when others were ready to share
the experience.

Dan Friedman

45320June2003
Editor’s note:
Customers could also

consider donating
items they had
bought as an
investment –

functional antiques
such as vases or

lamps, for example –

454tothedisadvantaged
Launch a new retail concept which invites customers to
purchase items but also to donate them to someone
else for a designated period of time. Customers may
wish to pay for a tennis racquet, for example, that would
be given to a new talent in the sport to use before being
returned to the purchaser. The player would have their
equipment paid for and the customer would have a

to use while they perfectly good racquet that had been used by a

appreciate in value. potential Wimbledon champion.

David Owen
21 June 2003