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STORE DECOR & SELECTION
by Keith Katsikas (CEO & Publisher, TopShelf)
Twitter/Facebook @TopShelfPub | TopShelfMagazine.net
HAVE A BEAUTIFUL SPACE Whether
it's a big or small space, try to make your
store memorable. First impressions matter.
Don’t bombard your guests with too much,
too soon. You want them to browse the
entire store. A simple display––three to
seven books of a similar subject, displayed in
a triangle or pyramid, keeping the biggest
books in the middle and then “pyramid” out
with the smaller books––on the end-caps
and small tables can be very effective. Make
sure the titles are visible from many angles
to ensure that your patrons can see the title
while approaching from a variety of angles.
This space is also perfect for DVDs,
children’s books, audiobooks, and so much
more. Keep a few permanent displays, like
“Staff Picks” or “New This Week,” near the
checkout counter. Smaller patrons are
attracted to bright colors so put those books
on the lower shelves. Always make it so that
patrons can shop from the stacks. You don’t
want a customer to feel guilty for purchasing
a book from the pyramid.
THE RIGHT SHELVING Five-foot tall
bookshelves might make your space look
bigger; however, taller bookshelves will allow
for more books in the same footprint. Many
bookstores are designed for short people. If
you are using five-foot tall bookshelves, the
actual top shelve is around four feet, forcing
your patrons to look down for books
constantly. Taller bookshelves will bring
books to eye-level, making it easier for
customers to find what they are looking for.
THE POWER OF LIGHTING Store
lighting is strategically important, more than
you know. Different styles of lighting create
a unique shopping experience for your
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AMBIANCE People come to your
establishment to explore and purchase new
books. It is your responsibility to the
customer to make an environment that
supports this experience. Many bookstores
are becoming creative on how they cater to
customers. For example, many bookstores
are adding coffee shops within their store so
customers can have a cup of coffee or tea
while perusing the shelves. Any bookworm
will tell you that coffee or tea is the perfect
accompaniment to a great book.
Comfortable seating and perfect lighting add
to the customer’s experience. How about
adding a reading corner? For example, a
fireplace, attractive wall furnishings, rugs,
and giant floor cushions would make a
perfect reading area. You could also use this
space for books clubs and gatherings.
BARGAIN BOOKS It’s highly recommended
that you put bargain books somewhere other
than the front of the store. While customers
appreciate bargain books, they don’t want to
see them the moment they enter the store.
CHILDREN’S SECTION Don’t
discount the children’s area. It’s probably
one of the most important sections in your
store. Parents want to read real books to
their children, not books on a device. They
want to create those memories with their
children. Put the children’s section on the
back of your store. This will make it so that
parents have to walk through your store to
get to that section. Along the way, put
novelties and books that will interest
parents. Self-help, parenting, cooking, and
craft books are usually big hits with
parents. Decorate the children’s area in
bright colors. Have beanbags or creative
seating for reading books. Have a coloring
station where kids can decorate a
bookmark to go with their new book.
Do you want to change the look and feel of
your store and don’t know where to start?
Don’t fret––TopShelf Magazine is here to
help with some useful store decor advice.
SHELF-TALKERS If you’re like me
then you enjoy recommendations for
your next read. You look at reviews, the
book jacket, etc. I also enjoy it when there
are self-talkers with recommendations
from the staff or a loyal customer. A well-
written shelf talker could and has inspired
me to purchase a book that I wouldn’t
have considered previously. Imagine the
sales that could be generated with just a
great shelf-talker and simple LED light
highlighting the book’s cover! BOOM!
No question it will sell like hotcakes on a
cold winter morning! If you chose to use
shelf-talkers, then it’s essential that you
have the selected books in stock. It would
be terrible if you ran out of stock and left
the shelf barren. Get staff picks ahead of
time, and make sure you add a few extra
to your weekly/monthly order. Always
use the staff member’s name on the shelf-
talker. This will allow the customer to
learn employee names as well as who they can
trust. The customer will most likely purchase
the next book that employee recommends.
TOPSHELF MARKETING:
customers. The correct lighting will increase
your bottom line. Lighting creates the
ultimate atmosphere or mood that will
encourage customers to examine books that
they wouldn’t have usually considered
before. When you consider increasing sales,
your first thought is typically towards
marketing, promotions, discounts, and
advertising. These will be effective for the
short term; however, having the proper
lighting can have an incredible influence on
your sales by showcasing your books and
novelties to the best of their advantage.
COLUMNS
DYNAMIC SELECTION Customers
should see something new on a regular
basis. Who wants to keep coming back to a
store that always has the same stock? For
this reason, I think it’s ok to discount books
that aren’t selling. Just be careful not to
discount the best sellers too soon. You don’t
want to give your customers the impression
that if they wait a few weeks, they’ll be able
to purchase the book at a cheaper rate. You
could also return the books that aren’t
selling. Most traditionally published books
should be returnable.
IN CLOSING Marketing is in my blood.
There’s not a day that goes by where I’m
not thinking about how to improve
commercialization of the companies I work
with or patronize on a daily basis. I guess
that’s just the curse of a marketing
professional. Look, if anyone ever tries to
sell you a magic marketing bullet for your
problems, run away... fast! Truth be told,
no single marketing idea will ever work for
everyone. Everything we do carries with it
risk. However, t here is one thing I can
assure you––something I can and will
promise. The worst thing you can do in this
life is nothing at all. Remember, do what
you love, and love what you do, and
the world will eventually follow.
TOPShelf magazine
JUNE2017 11