Heather Reisman, chair and CEO of Indigo Books and Music Inc., made a number of announcements at the company’s annual general meeting in Toronto on June 29, including the retailer’s plan to increase the number of book it discounts.

Instead of the usual 40 top-selling and staff-recommended titles that are dropped to 40 per cent off each month, 100 titles will be marked down.

According to the Financial Post, Reisman says  the move wasn’t made due to competition, but to reward and maintain customer loyalty.

This follows reports of the company’s continued financial growth, aim to renovate and rebrand multiple locations with an emphasis on non-book merchandise, and planned expansion with new locations despite several store closures in recent years.