Reading the Room: CX Lessons from Indie Bookstores

Image | Unsplash

Whether you’re a self-proclaimed bibliophile or prefer to consume literature on the big screen, you’ve likely had a fond experience of walking into a bookstore at some point in your life. In the early 2000s, literary communities were sure future generations would know bookstores only as a thing of the past, ultimately succumbing to Amazon’s appeal of cheaper prices and fast shipping. Two decades later, however, and the independent establishments don’t seem to be going anywhere. This begs the question:

What key attributes contributed to the resiliency of bookstores?

1. Their Customer Service Representatives

“Read more” is one of the most common New Year’s Resolutions. The obstacle for many of us with this desire is deciding what to read. While a simple google search will provide a list of general recommendations and Amazon can curate suggestions based on your recent buys, neither source is both an expert on literature and on your particular interests. Customer service representatives at bookstores almost always are. It doesn’t matter how obscure the author is, how bizarre the topic, or how confused a consumer is about what they are looking for— independent bookstore customer service agents never cease to surprise with their vast knowledge of all things literary. Just go to the Yelp page for your favorite bookstore and you will find plenty of testimonies proving that, aside from selling books, the one thing all bookstores have in common is the overinformed bookstore employee.

2. Their Buildings Provide Spaces for Communities to Gather

When a reader finishes a great book, they are often left wanting more. More of the story, more knowledge on the topic, or more information on the author. Sometimes this longing is satisfied with an online discussion board about the novel, finding another book by the same writer, or even finding a movie adaptation of the story. If they’re lucky, though, the reader may have the chance to meet the author themselves. Like musicians that go on tour, authors promote their newest creations by traveling to independent bookstores and hosting book signings, discussions, and live readings. These intimate meetings between writers and readers create a community that far surpasses the restrictions of virtual meetups. Author of Stamped: Racism, Antiracism, and You: A Remix of the National Book Award-winning Stamped from the Beginning, Jason Reynolds casually refers to independent bookstores as “indies,” saying, “Indies are cultural hubs, no different than churches or community centers, which are all technically... community centers. You ever seen little kids running around an indie? What's better than that?” Amazon may have good prices and fast shipping, but independent bookstores will always win when it comes to social interactions.

3. Instant gratification

You’re a student and class starts tomorrow.

You’re going on a trip and will have hours with nothing to do.

You’re researching a hobby you’d like to start this afternoon.

It’s the first day of a book release. Can’t wait to pick up the sequel to a book you finished an hour ago. Buying a gift that you’d like wrapped in an instant.

Whatever the reason, there are many moments when customers want their product now. Amazon’s delivery is fast but is missing the instant, personalized nature of the bookstore. Even digital eBooks or audiobooks fall short in the face of their physical competitors—it’s why avid Spotify users still buy vintage vinyl. For hobbies, you can flip through the pages to find the novel that best suits your needs. If you’re in an airport about to board a plane, you can’t order a book to be delivered to you in flight, but you can read the back cover of a couple best sellers at the bookshop before boarding the plane with your favorite pick. If picking out a gift, you can choose the wrapping paper and write a card in the moment to go along with it.

The instant gratification of bookstores— starting a novel in the store, buying it, and leaving reading it—is unique to the physical location. It’s like going to a clothing store and leaving wearing the jeans you purchased. And while the concept isn’t unique to bookstores, it is one of the driving forces that keep them alive.

Do we still think Bookstores may go extinct? Probably not.

Though the population has dwindled throughout the last couple decades, it is unlikely bookstores will ever go extinct. Beyond being a beloved spot of many readers and authors, there are certain things that, to the surprise of many, the brick-and-mortar building offers that Amazon simply cannot. The fond memories we create at bookstores and the resiliency the independent shops have shown in the face of adversity can provide many customer experience lessons. To get involved with the unique events at your local bookstore, check out IndieBound’s bookstore finder and get reading!

Header Photo by Marialaura Gionfriddo on Unsplash