Emotions reign in the store. Who can work with them has an advantage over the competition. Libraries can certainly count on those sentiments that are in and of themselves really related to the goods sold – that is, the books. However, it is only betting on it, that is, on the one hand, losing more chances to sell, and on the other hand, giving space for more imaginative competition. So if you want to get good results in a bookstore, you have to add something extra.
Lehits marketing works with sentiments. We know they are powerful tools.
These feelings are another special. For goods of this type, it should always be borne in mind that the customer’s choice behavior differs slightly from, for example, in a pharmacy.
There, the shopper will only read the label on the cleaner or toothpaste. However, in the library, he usually turns around and inspects, and if he doesn’t come up with a clear intention, he decides only here. So he clearly has to get to it The ideal conditions associated with emotionsBecause they are often the ones who ultimately decide what the customer picks up.
“You can only create an emotional library by working with clients.”
Create an emotional environment because your emotions sell
Imagine you have homework Out of ten books to choose oneTo recommend to friends. You’d probably make coffee, tea, or whatever else you drink or bite into, sit comfortably, and maybe let out soothing music – and browse, read, and browse the contents for a long time. You may also want to ask a family member to discuss the choice or add their expertise to you.
Can you find similar conditions in a bookstore? very seldom. Sometimes you will find a cafe here, but also usually there is an inscription in which books are not allowed to be carried. Maybe your readers won’t even bother them. There is no place to sit outside the snack bar, and most stores make it clear that their goal is to allow customers to move around as quickly as possible, not give them an excuse to stay here too long and interfere. It would definitely be interesting to gauge how many customers are leaving again without purchasing anything in such stores. This is because, of course, the most important thing is not the number of subscribers, but the turnover rate ( Read also in the article Sell as a salad).
Before Richard Branson opened his first record store in Virgin, he told several friends that he envisioned a slightly different solution than was the norm at the time. Young people here were supposed to drink coffee or tea, sit on couches, and, for example, listen to music for hours and talk about it with others. Most of his acquaintances disappointed him: “They will only listen for free and will not buy anything!” We know how it ended. Richard Branson is one of the most successful people on our planet.
Lehits Principle: The Store Is Like Home
It is not far from music and books. Perhaps only with the difference that music is chosen through listening, while printed publications are read. Otherwise, it’s basically the same principle: Moving from home to store. The customer is surrounded by an environment very similar to where he will eventually consume the purchased goods. This, of course, affects the way he chooses. Of course, if he’s not frustrated with feeling basically annoying and doubts he’s going to touch the books, he’s more likely to buy them. why? Many customers are unable to make decisions in limited and cumbersome circumstances, so they postpone the purchase until a later time, which usually means “never.” Or they risk disappointment, which then manifests itself in the house – these are strong emotions, but negative ones.
Creating appropriate conditions for clients
Another reason for not letting a customer stand in front of a shelf is the fact that it often is Comes with something on hand Or even in both hands. Try to turn the book over while you hold it to buy and the laptop bag continues to slide over your shoulders. what should be done? Put the computer on the ground for others to look at, or even ask someone to steal it while you started? The usual phrase, “I’m walking around, I’ll look” changes day after day to “I’ll stop when I don’t have much.” This usually means “never”.
This ruthless marathon has another consequence, which is a general decline in the quality of the books sold. In the flood of widely published literature, which was subsequently bought up and in place and hastily, books that were adequately supported by the advertising campaign were, of course, promoted and bestsellers, and then booksellers put them first, of course. Undeservedly, other good works are tolerated and doomed to be forgotten. However, place two chairs, a table, and a coffee maker in front of a shelf with these scorned merchandise, and you can be sure that you will sell these Cinderella books in one. I’m talking about this because most book sellers care about reading quality and don’t consider books to be just regular toilet paper goods for example.
Work with clients
You can only create an emotional library by working with clients. Of course, other conditions must be in place first to allow shoppers to slow down and stop. Only then can they communicate with them directly and indirectly, influence them, and accept their influence. There are other circumstances that mean a home-like environment: tables, armchairs, chairs, maybe sofas, free reading magazines, drinks … Why is reading so often associated with cafes, where they look the same? Because they belong to them historically and emotionally. In cafes, time passes somewhat slower and pixelated ( More information in the e-book Lehits marketing in a restaurant).
Of course, few people have the opportunity to break the wall and connect a bookstore with a subsidiary cafe. On the other hand, most librarians suffer from the feeling that finding an inch of free space is equivalent to a miracle. So how do you get the stools and tables in the store under these conditions? What seems impossible at first glance, in fact, is not impossible to solve. The Forgotten Trader Principle says that Goods take up the same space as you have. So even if you double the size of your store, you will still be filling it. So if you reduce the shelves in favor of the quiet area, then everything will fit there.
Free up space in the store
It is easy to explain what chemistry looks like at first glance. Look at your shelves: Instead of ten identical books next to each other (to fill the available space), place three. And if you still can’t adapt, try to “rotate” the books, and look for a different arrangement of shelves (why would you put them two rows deep, when the back is still only a warehouse?). Unlike the aforementioned pharmacy, you do not have to visually enlarge and illuminate the interior – in a bookstore, on the contrary, intimacy is appreciated. And therefore Bookshelves can reach the ceiling.
Once you manage to slow down and calm the shoppers, you can start working with them more: stimulating discussion, giving them advice, making pamphlets or even your own ‘newspaper’, etc., etc. Person. Even the old cafes would go among the guests from time to time and exchange a few words with them. Booksellers and their sellers are not all introverts, so they can’t. So nothing is impossible and the result always depends on the effort you put into it. I don’t mean you have to work 2 hours longer, but you have to get rid of stereotypes and do what works for results. According to the Pareto rule, twenty percent of what you do every day suffice.
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