Selling books in the digital age
Photo by Mary Childs
Bookstores try new tactics to keep up sales
By NICOLE MOORADIAN
Across the country, the outlook is grim for independent booksellers. Sales have dropped due to competition from “big box” stores like Barnes and Noble, and more recently due to the proliferation of Internet sellers like Amazon.com.
Lexington’s two bookstores - Books & Co. and the Bookery - are feeling the pinch. Nevertheless, each store has its own methods for dealing with the economic situation.
During its 31 years in Lexington, Books & Co has seen four different owners. The current owner, Anna-Lisa Fitzgerald, has run the bookstore for eight years.
According to Fitzgerald, last year was the first time that sales went down instead of up. Nevertheless, Fitzgerald is “making adjustments” to cope with the changing market.
Fitzgerald now keeps close tabs on how much the store carries.
Perhaps more importantly, Books & Co. is part of an alliance of bookstores known as the American Booksellers Association. Through the ABA, the store has access to an enormous warehouse of books, as well as a variety of resources that include mailing lists and promotional opportunities.
Fitzgerald also said that the rise of the Internet has led publishers and distributors to pay more attention to the independent bookstores, instead of focusing their resources on the big box stores.
“[They] are taking care of the independent stores,” she said. “[They’ve] started listening to our needs.”
One way the publishers and distributors help stores is through fast shipping. If the store orders a book, it arrives at the store within a day. If the customer wants the book sent home, the publisher or distributor will send the merchandise to the address for a small fee. Here too, the book will arrive the next day.
Fitzgerald also said she tries to “create a unique environment” that is enjoyable for the customer.
Despite her new tactics in sales, Fitzgerald emphasized one thing.
“We’re not going to get rid of the books,” she said.
The Bookery says it has seen only a small decline in business, and owner Marysue Forrest said this is related to the decline in small, independent downtown Lexington businesses in general. Still, she believes the store is doing well.
“We’ve been very fortunate to be thriving,” she said.
Unlike Books & Co., the Bookery does not solely focus on books currently in print or related merchandise. Instead, the store sells used and out of print books and newspapers in addition to the bestsellers.
The store will order new books for customers, but it also does out of print searches for people who do not use the Internet. Most special orders arrive overnight.
Patrons can also exchange used books for trade credit, which in turn can be used to purchase other used books.
The store also offers a wide selection of types of books, ranging from collectibles and classics to contemporary literature to local and Civil War history.
In addition to the books, Forrest also sells a wide variety of newspapers and topographical maps of Rockbridge County.
Forrest said she does try to compete with the big box stores and Amazon.
“We try to have our prices competitive with the chains and Amazon, particularly with the used books,” she said. “[What we don’t have] we make up for in customer service.”
Still, Forrest doesn’t “have time to do everything,” and insists that she probably will not put her inventory on the Internet.
When it comes to books, “we’re pretty much purists,” she said.
Produced by Washington and Lee journalism students.
Lead supervisor: Prof. Claudette Artwick
Reporting supervisors:
Technical supervisor: Michael Todd