A Revival of Independent Bookstores Amid Online Shopping and COVID-19

It seems the internet is killing retail, and the bookstores are just the first to get shut down. The reason is apparent, Affordability, Accessibility, and Availability, that e-commerce has brought into our personal and professional lives alike. 81% of readers prefer purchasing print books online. Though online shopping has been a blessing in disguise for consumers; it has its own share of woes, especially for independent bookstores.

The indie bookstores have endured the blows of big boxes like Crossword, Oxford, Starmark, etc., then the rise of online shopping (ravaging indies and big boxes alike), and adding to the injury, the latest pandemic Covid-19. However, many of them have stood the test of time and are still surviving on the slim margins.

Even the book chains are paving inroads into cyberspace and taking innovative measures to transform the in-store experience that is just not about reading. S.N Mishra, Chief Operating Officer of Apeejay Oxford Bookstores Pvt Ltd, says, “it is an endeavor to grow and evolve with changing consumer demands and upcoming trends. Therefore Oxford bookstores are reaffirming itself as more than a bookstore”.

When it comes to the independent bookstores, they aren’t likely to take the leapfrog into digital space due to community-led business and being on a shoestring budget. But there is a light at the other end of the tunnel, and since some people are accepting the new normal and things are pacing up, indies are on the rebound.

Ryan Raffaelli, Harvard Professor, has conducted extensive research and published his paper- “Reinventing Retail: The Novel Resurgence of Independent Bookstores.” It entails how the physical stores are reinventing themselves in the face of radical technological change.

He has mentioned the secret sauce of other successful bookstores worldwide, which follows the 3C’s model to face the onslaught of online shopping.

Community — When we are striving to revive our economy through buy local campaigns. This model is a perfect example of it. It pioneers by promoting the idea of consumers supporting their local communities by shopping at neighborhood businesses.

Curation — Independent bookstores began to focus on curating inventory that allowed them to provide a more personal and specialized customer experience.

Convening — Indie bookstores promote their brick and mortar stores as an intellectual hub for like-minded people by offering lectures, book signings, young adult reading groups, children storytimes, etc. A bookstore is a temple where bibliophiles could convene and have conversations about everything.

Though this model has carved a unique experience for its customers, it has also created demands for its products.

While thriving amid the tides of technological changes, the second blow of the worldwide pandemic has limped the world economy, and bookstores are considered health hazards akin to other public places. The owners realize this, and few Indian Independent bookstores have chartered unexplored territories to stay afloat.

1. Use of Social Media — A 47- year old “Midland Bookshop” in Delhi has forayed into the world of Social Media, and its impact is vast, says owner Zubair Baig. With hardly any presence six months ago, the bookstore though in a nascent stage, has managed to rope 70% of business through Instagram and WhatsApp.
2. Holding the fort through digitization — Bengaluru bookshop named “Bookworm” took baby steps into the world of digitization and has filled its cup with new and young customers alike, says Krishna Gowda bookshop owner.
3. Leveraging discounts — A 10-month-old baby into the independent bookshop space called “Champaca” believes “Niches are the new Riches.” It has a USP where they curate books according to the customer’s reading preferences. Subscription programs, gift vouchers with 10% discounts are used to entice more customers. Radhika, the bookshop owner, says they have seen diversity in reading preferences like cookbooks, and fictional books were the cult during lockdowns.
4. Cheap Prices — Reading a book is less expensive than going to a psychiatrist. DC books based out of Kerala have taken the quote seriously. They have promoted their collection of E-books at low prices. DC books also offered combo packs of popular literary heavyweights. The new books were put on 50% sale and so on. These strategies also culminated in rich dividends. As 75000 people downloaded their apps and online sales have nearly quadrupled, says Ravi Decree, managing partner of DC bookshop.
5. Book Hugs — As Covid -19 laid down stringent measures on the social gathering, people sorted to virtual meetings. Still, their gifting culture could not be stopped. Mumbai based Trilogy bookshop saw their regular patrons sending books and handwritten messages to all their families and friends whom they did not meet for months. This not so cookie-cutter approach was christened as “Book Hugs,” says Trilogy owner Methil Momaya.

I believe physical stores have faced a lot of battles and still stand proud. But we as readers should also take a few steps to help the resurgence of independent bookstores.

Here are a few tips and tricks which can support independent bookstores to stay afloat:

I know these are small tricks which could cost you a fortune, but this is the least we could do for these humble shops to survive, lest we will have a long lost memory of walking down the narrow aisle dotted with shelves stacked up with books.

- Pooja Kondvilkar

Originally published at https://www.bookishsanta.com on January 23, 2021.