The proliferation of the Internet and all kinds of electronic reading devices has significantly reduced the sales of ordinary books. As a result, bookstores are having a hard time today. However, a well-thought-out marketing policy will increase the bookstore's sales.
It is necessary
- - use of merchandising;
- - sales promotion;
- - assortment analysis.
Instructions
Step 1
Constantly draw attention to your store with various sales promotion campaigns. At the same time, refuse any activities related to a one-time distribution of a gift. Your promotion should be aimed at encouraging the client to come back. For example, you can give out discount coupons for the next month.
Step 2
Arrange sales. Get rid of obsolete literature. The bestsellers of the past fall into this category, the interest in which has died out or did not meet the readers' expectations. In addition, if this or that book comes out with sequels, when a new volume goes on sale, reduce the price of the previous ones.
Step 3
Place your bet on children's literature. Parents still don’t spare money for books for their little ones. In addition, the development of electronic literature has hardly affected the children's sector, since bright, voluminous books can hardly be replaced. Expand the children's assortment, make the stay of little customers in your store pleasant and comfortable, for example, equip a play area in the sales area. Next to the children's literature department, place books on topics that might interest young mothers (beauty, cooking, spirituality, travel).
Step 4
Use the principles of merchandising actively. Place so-called “anchors” throughout the sales area that will force the customer to walk through the entire store. For example, place school textbooks in the farthest corner, because buyers will follow them anyway. In the center, set up a large counter with bestsellers and novelties: the surge in demand for such books is short-lived. That is why it is necessary to actively offer them to the buyer at the peak of popularity. Do not forget about impulse demand goods: place your office supplies, small books, postcards, calendars in the checkout area.
Step 5
In book sales, the role of a sales assistant plays an important role. Of course, their benevolence and efficiency are important. However, the erudition of the consultant is of paramount importance. Very often this or that book is not for sale because the seller cannot find it quickly. The staff should be well versed in the assortment, pronounce all names and titles correctly and understand the literature in general.
