The campaign is an attempt at reclaiming the bookstore experience, especially after the pandemic moved much of their business online and, in many cases, to Amazon. The ability to offer a human experience has never been truer or more important for independent bookstores. And when COVID shuttered physical doors, many indie shops moved online—not to gain new customers, but to keep connecting with their existing ones.
After it became clear that the pandemic would be a winding road for small businesses, Commonplace launched an online presence, with connection at its heart.
Even when bookstores can fully reenter the world of physical experiences, digital adoption is key. Retailers can even take advantage of QR codes to direct customers to a certain book review, for example. For patrons looking to grab the latest bestseller, Amazon may be the answer. For those looking for community, an indie bookstore will always win. Customers are going out of their way to not only purchase books from independent bookstores themselves, but to encourage their friends and colleagues to do it as well.
You can get to know the shop dog, snag a front-row seat at a poetry slam and meet your favorite author at an impromptu pop-up. Independent bookstores are an escape, even online—and that customer-first mindset is something we can get behind. How independent bookstores reclaim their space in the world of Amazon. Published December 10, And then this last component of convening. You know, the bookstores I've been in, some of them reported having hosted over events a year.
So they're bringing people into these spaces, almost like this old notion of the watering hole, bringing people back to a conversation. Jamie Fiocco : "I think every bookstore really has to think about their community and how they can carve out — literally carve out a living — by being there.
And we know that we have a lot of universities in our area. We also have a lot of great bookstores in our area, independent bookstores. And yes, there's this quest for lifelong learning and the quest for children to have books at an early age, which really helps us be successful.
Ryan Raffaelli : "The thing you have to remember about bookstores is it is kind of a unique industry in the sense that if you go into any other establishment, it's rare that you actually have the price printed on the product itself by somebody else. So, you know, publishers set these prices and they lock it in. And so for independent booksellers, this is a challenge in a world of Amazon, where the prices are cheaper. And they're locked into those negotiated prices with publishers.
So what I've seen is, is that there's a core focus on literary culture, first. That allows the indie bookstore to remain authentic to this notion [that] they're there for the reading experience and for readers. And part of how they've been able to draw margin is through these different types of what they call sidelines. So a lot of these stores You know, these are socks that you wear. They've got, you know, Shakespeare and Hemingway But these are higher margin things.
Affiliate stores can create recommendation lists, such as staff picks, on Bookshop, gaining valuable publicity and earning a commission. At launch, Bookshop said it had stores. Part of that spike was because Amazon had stopped shipping nonessential items for a time, and part of it was due to the bad publicity Amazon received from worker walkouts.
The coronavirus is going to wipe out many small businesses. When the dust settles, I don't want there to be only one or two companies left standing. A similar eCommerce site has found new popularity, this one covering audiobooks for independent booksellers. On April 10, the company wrapped up a campaign called ShopBookstoresNow, which gave bookstores percent of sales. The Holiday Shopping Outlook, PYMNTS surveyed more than 3, consumers to learn what is driving online sales this holiday season and the impact of product availability and personalized rewards on merchant preference.
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