Bookstore Is Transformed with Make-Over
The idea for the Bookstore Make-Over Contest as a way to celebrate our 20th year in business stemmed from one core belief: the future of retail bookselling is about creating a remarkable in-store experience, something authentic and palpable that you can’t get with a click.
Last week we applied the finishing touches at Left Bank Books in St. Louis, MO, the amazing indie bookstore with a fun and funky personality and a fabulous reputation for staging events. Early in the week, Dennis Jakovac with St. Louis Stair & Wood Works was in to install a beautiful new wrought-iron railing. Rather than have customers feel crowded the moment they entered the store, we chose to add a little breathing room by opening up the entrance to the staircase … and encourage customers to come in, take a deep breath, linger, and be prepared for delicious book discoveries.
The front of any store is key real estate – especially to the right of the entrance – so we rearranged the bestsellers and new releases for fiction and non-fiction. Fixtures were moved, painted “junktique” tables were added, and we filled the focal point tables with books “of the moment.”
The children’s section had been stuffed into a corner along a back wall beyond hardcover fiction, but it was not a place you’d want to linger. This entire department was moved to the back of the store where the far wall was painted a beautiful blue and a wrought-iron chandelier was added to catch the eye and help identify this special area.
Adjacent to the children’s department, we created a section called “Comforts of Home.” Cookbooks, a top selling category with high inventory turns, was expanded to two cases and two feature tables. Gardening, interiors, crafts, and etiquette are also grouped in this area.
At least four oversized island cases, one bulky table, a number of cardboard dumps, and a few wire spinners were removed from the sales floor. Their presence was unnecessary given stock levels and they impeded the flow of traffic through the store. Because of their height and heft, the extra fixtures created visual barriers as well – they were simply in the way, contributed to the clutter, and needed to go.
Magazines sales at the store had been on the decline, just as they are nationally. So we clustered art and design magazines on one side of the cash wrap facing those sections and relocated the weekly magazines that report on world affairs to the cash wrap side that faces the front of the store and new non-fiction. That way, they’ll get noticed by the customers who shop those topics.
Gifts and non-book items (terms we much prefer than “sidelines”) had been clustered on tables in the far corner of the store and completely lost. The solution was to cross-merchandise those items throughout the store where they would make for delightful discoveries.
Most gratifying about the project were the customer comments we heard while wrapping up the make-over. “I’ve been coming here since the 1970s,” one customer noted. “The changes are remarkable and give the store a lively feel.” A family quickly made their way to the new children’s department where the kids grabbed some books and sat on the bench in front of the display window. The mother commented, “Wow, look at the new space for kids’ books!”
After all of the pieces were in place, do-owner Kris Kleindienst wrote, “With Paz’s expertise outside perspective we were able to finally achieve a beautifully thought-out, relevant, unique and gorgeous new feel to our store without sacrificing our identity.”
It’s remarkable what a new vision, some paint, rearranging fixtures, regrouping sections, adding a few unique tables in key spaces, and some cleaning and clearing can do! You’ll find more photos on our Facebook page … and in the autumn issue of our free e-newsletter, indie bookstore entrepreneur.
There has never been a time when offering an enriching, rewarding sense of place has been more important. Let’s keep giving our customers reasons to say, “Let’s go to the bookstore!”