Day 3 - retail therapy?

Day three of the CILIPS annual conference began for me with a presentation by Fiona Edwards of Opening the Book. The theme for the presentation ‘Turning Browsers into Borrowers: adapting retail techniques for the library’. As you can imagine it was a packed session in the Blythswood Room of the Mitchell Library. Fiona gave us cause for thought with her presentation on improving the browsing/choosing experience of our library patrons, customers, users, visitors. The retail aspect of the presentation focused on bookshops in particular Waterstones, which to be fair still have a hold on the UK High Street book market. Fiona briefed us on where bookshops get it right, mostly through their promotions such as multi buys, bestsellers, top ten and book of the month displays. As library services we don’t have the stock budgets to produce these large scale displays or keep these displays adequately stocked. So, how do we improve our services and turn browsers into borrowers? Fiona gives us some tips:

• Quick Choice – tempts the borrower, makes choice easier
• Recommendations – whether it be reader to reader or staff recommends  
• Face-on Displays – in fiction and non-fiction areas, helps to brand non-fiction areas

As mentioned Fiona is from Opening the Book, who provide online library training ‘frontline’ for library staff. The enthusiasm of staff that have completed the course was evident today listening to Elizabeth Farr and Liz Moffat from Stirling Libraries. Their session ‘Marketing Books to readers in Stirling’ described their approach to reader development and marketing after completing the frontline training course. They explained how rewriting their policies on reader development and marketing came from re-evaluating after the training. Through identifying their strengths and weaknesses they have several new initiatives, one being ensuring they have 2 new promotions each month. They have also taken the approach of branding their libraries, having not only a marketing team but a design team who work in conjunction with Stirling Councils corporate communication team, which I thought was an excellent idea.Tips from Liz & Elizabeth:

• Talk to your borrowers
• Just do it! Try things, if it doesn't work drop it
• Remember your 'loss leaders'
• Evaluate constantly
• Keep information positive 
• Look outside your comfort zone for stock promotions

I enjoyed the session however as a past employee of Waterstones and a current public librarian I also felt exasperated by it. Only over the past couple of years it seems are public libraries looking at retail techniques that have been about for decades, longer even (I can remember one Scottish authority visiting Waterstones in the late 90’s to discuss with us how to promote stock to both adult and junior borrowers). Although comments heard after the presentation concentrated on the realisation that the majority of us use or have used the techniques mentioned above. So, have we become complacent in our approach to continuous best practice in developing the reading experience and marketing of books? We provide excellent services; we have large diverse ranges of stock, we have fantastic initiatives – too many to mention SO are we just really bad at marketing book stock? Do we need to be making more regular visits to the High St for inspiration? Should I be calling Mary Portas for advice? Have we spent far too much time over the past few years concentrating on our learning provision and lifelong learning initiatives and not enough time on stock promotions and reader experience? As librarians we should not underestimate what we can learn from the retail sector, after all Waterstones is still fighting and winning its retail battle. Many will argue that the retail bookshops learned from librarians, maybe so and it’s a large maybe, but they manage to keep selling books, our issues are dipping. At the end of the day bookshops need to make money and we need borrowers and issues, its cold hard profit which ever way you dress it. If the retail sector holds the key to falling issues and active borrower statistics then I’m all for getting a copy of the key.