Why Shop at a Brick-and-Mortar Bookstore?
Do you still shop at your local bookstore? I typically go once, maybe twice a year, and the last time for me was December 2015. I made a rare summer visit to my local Barnes & Noble this weekend in search of books for my almost six-month-old grandson, Jasper. No matter how good Amazon makes their “Look Inside” feature, it will never replace the experience of flipping through a children’s book, especially those with pop-ups, pull-tabs, and other fun elements you find in so many children’s titles.
It was a rainy Saturday afternoon and there were at most 10-15 other shoppers in the entire store. That got me thinking: What are the compelling reasons to shop at a physical bookstore? The “buy local” movement is a nice feel-good for consumers but it’s not a viable long-term strategy for brick-and-mortar stores.
Despite my love/hate relationship with Amazon over the years, I admit that I currently buy almost all of my books there. Thanks to Prime, my wife and I spend a lot on plenty of other Amazon products every month too. That’s the beast we consumers created and it simply replaced another beast that preceded it: the formerly powerful combo of B&N and Borders superstores.
It’s sad to watch B&N shift square footage from books to seemingly anything other than books. I get it that they need to find a new path forward but I’m amazed at the many book discovery and sales opportunities they’ve ignored or overlooked.
This particular B&N had been completely remodeled since I last visited it in 2015. Despite all the signage it took far too long for me to locate the two sections I wanted to visit after finding my Jasper books. Why isn’t there an in-store mobile app designed to quickly help me find my way, sort of a virtual replacement for all the in-store personnel that used to assist you at every turn? GPS and in-store sensors are more than good enough to help consumers navigate a superstore. Plus, there’s a data collection opportunity these stores are missing out on; publishers would likely pay big bucks for reports quantifying consumer time spent in front over various promotional campaign types (e.g., end-cap vs. front-of-store vs. free-standing displays).
Why stop there though? Since they know I’m in the store, why not allow me to opt in to exclusive deals, customized for my interests, delivered via this mobile app and which expire as soon as I walk out the front door? This could limit the showrooming practice where consumers sample in the physical store but end up buying, sometimes via their phone, while they’re still standing in the aisle.
While I was feeling bad for brick-and-mortars I felt even worse when I picked up a couple of recent publications from the blockbuster “For Dummies” series. I had the pleasure of spending a few years working at the publishing house where the series was created and expanded and I think what we said back then is still true today: Everyone is a dummy about something.
Branding was always such an important consideration for those yellow-and-black covers but you discovered the one-of-a-kind content personality when you flipped through any of the hundreds of successful titles. That’s no longer the case. The two I picked up had morphed into generic-looking covers and, surprisingly, plain vanilla interiors. The once playful heading fonts are gone and so too is that powerful message, “a reference for the rest of us.”
Like any publisher of a highly successful series, I’m sure the Dummies team felt the time was right for a refresh. I think they made a huge mistake with their new approach though. It would be like Coke switching to blue cans or McDonalds ditching their golden arches.
Once upon a time the Dummies books would be showcased, face out, in a four-foot-wide display at your local store. Those covers were so powerful individually but made an even stronger impression when 20 of them were aligned in a chain-wide promotional campaign.
The newer Dummies books mostly blend in with the rest of the white noise on the shelf. Given the scope of that series, I see that as yet another missed brick-and-mortar opportunity, particularly since impulse-buying seems to happen more in the physical store than online. Consumers will no longer be drawn to the bright yellow-and-black covers that once served as a foot traffic magnet within the local bookstore.
Joe Wikert is Publishing President at Our Sunday Visitor (www.osv.com). Before joining OSV Joe was Director of Strategy and Business Development at Olive Software. Prior to Olive Software he was General Manager, Publisher, & Chair of the Tools of Change (TOC) conference at O’Reilly Media, Inc., where he managed each of the editorial groups at O’Reilly as well as the Microsoft Press team and the retail sales organization. Before joining O’Reilly Joe was Vice President and Executive Publisher at John Wiley & Sons, Inc., in their P/T division.