Want discount? What’s your waist size?

For once, book lovers will not mind those extra pounds around their waist.

Landmark, the bookstore chain owned by the Tata Group, is offering discounts according to the waist size.

The wider the waist, the bigger the discount.

Landmark’s ‘Hips Don’t Lie’ campaign has left Megha, a book lover from Mumbai, regretting her petite size. But Aishwarya of Bangalore had mixed feelings: “I will check it out, though I find it a tad offensive. Now, people have to get shamed while buying books. That is one place where nobody is supposed to judge you.”

A Landmark spokesperson was quick to clarify that ‘Hips Don’t Lie’ is “no way intended to offend the sentiments of customers.” It is purely a limited-period promotional campaign through which the bookstore aims to offer customers a variable value discount and create a fun element at its stores. Some marketers feel that such ‘loud, provocative and quirky’ campaigns help brands stand out from the clutter. Retail expert Devanghsu Dutta said that at a time when every other retailer is doling out plain-vanilla offers and discounts, Landmark’s move will attract attention.

But others wonder if this is a move to arrest the chain’s dwindling footfalls. Landmark has been facing stiff competition from online firms such as Flipkart and Amazon, which offer steep discounts all year round.

“These initiatives work at times as they provide a sort of differentiation that requires customer participation or engagement,” said Dutta, adding that in the past few days, retailers have tried giving offers based on birthdays and anniversaries.

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