Sidelines
Shane Gottwals
Gottwals Books
www.gottwalsbooks.com
What are those “extra” items you keep in stock? My wife and I have recently begun to carry educational puzzles and toys, with mixed success. (I, of course, want them to fly off the shelves, but I guess I should be patient.)
I was told one time that “Books are what makes the business; sidelines are what keep the doors open.” Gottwals Books is opening a second location (www.gottwalsbooks.com), and we just decided to stock $20,000 worth of toys by the time we open in another month or so.
A well-known toy store in our shopping center closed down (due to the fact that it was a national chain that went belly-up). So, the thought of replacing this shop while opening our own is very appealing. Why not bring those customers into our shop that might be coming in for toys?
Well, I have been a little concerned with the decision. I want people to know that we carry toys, but I don’t want to lose our identity as a serious bookstore. We have 30-40 feet of window space to display the pretty, colorful, plush toys, but will that push anyone away? I assume that, as long as we keep it a “bookstore that carries toys” instead of a “book and toy store,” we’ll keep that long-acquired identity.
I suppose that, if I were the client instead of the owner, I would rather not sit on a plush leather couch in a store where there were plush giraffes hanging over my head. Yet, will 200 square feet of floor space in a 3500 square feet shop really have that great of an impact? If anything, the bright colors will be a little distracting. Yet, what does the average 2009 customer really expect from a book-buying experience? The big chains seem to do OK with their multicolored, three-dimensional kids areas. However, is that what anyone wants from their friendly neighborhood book dealer?
I would like to know, from a business perspective, what those little things are that you booksellers keep in stock that bring in extra funds. Have sidelines been successful? I must admit, as a used bookseller, it is very nice to know that I can reorder certain items by just calling the distributor. It is not quite that way with used books… I often cherish those good trade-ins and other finds, knowing that I might not soon see them again. Re-ordering is a lot easier that scouting, that’s for sure!
It seems pretty obvious that carrying sidelines will help financially, but I don’t want to be like that Christian bookstore in town that keeps 50% books and 50% figurines. I guess, as a bookseller, I do not want to lose my roots in books for the sake of making 50% on a reasonably priced selection of toys.
So, I amend my original question: “What are those “extra” items you keep in stock” and have they made your store into something you do not want to be?