Smaller bookstores will turn the page of the crisis specializing in niche

In proportion as the online universe transforms traditional print media, the bookseller market unfolds out of an unprecedented crisis. Within this context, the small bookstores networks begin to see an opportunity to increase sales in specific literary niches – sometimes underserved in terms of offer. "The big networks of bookshops has become more and more alike, reducing the variety of books and prioritizing the products have sales turnover much faster – the best sellers," said the President of the Brazilian Association of bookshops (ANL), Bernardo Gurbanov. To the President of the entity, in recent years, small bookstores have adopted strategies for segments of specific books and enhanced individual care with readers. "The giant structures of bookstores and cut-throat competition between the networks doesn't make sense anymore. At the same time that we see a kind of revival of small bookstores, that seek to accomplish individualized service for each customer, "said Gurbanov. While certain segments of readers are more assisted by those businesses, Gurbarov claims that there is a movement to which these environments become cultural centres in the neighbourhoods of the city, acting regional. In line with the reasoning of the President of the entity, the commercial Director of net Bookstores Curitiba, Marcos Pedri, says that there was a need to open a new distribution center, in São Paulo, precisely in order to absorb the demand of literatures specific. "There's a huge price war within bestsellers category. We prefer to adopt a strategy of ' long ' syrup, in which we also appreciate the more segmented niches to reach even more of those customers, "said Pedri, noting that the physical network stores also decreased in size and began to rely on the delivery logistics of the new CD. For this year, it is estimated that the volume of sales increase between 5% and 7% before 2017. According to him, this process of specialization in specific demands, such as rare academic books, the units of the network become also in living centers, resulting in greater fidelity on the part of consumers to the store. "We realize that our clients value targeted events such as debates on entrepreneurship," said the Executive, mentioning that 900 events per year are held in the business. Sharing similar to the positioning of the bookstore owner Pedri, specializing in children's literature book House, Maria Angela Dewdrops on spider webs, asserts that the combination of focus on children and teenagers and regional work has been important to the sales of the store. "We do partnerships with schools in the region of Santo Amaro [São Paulo] to take the audience to the bookstore also by means of weekly events," she said, noting that the books geared to the age range between 0-6 years is what has increased demand. For Maria Angela, the proximity of the schools also contributes to the average ticket increase, considering that the educational children's books are more expensive. This perspective of rapprochement with the client also serves as a mantra for the owner of the bookstore Martins Fontes, Alexandre Martins Fontes. "The basic points to have a good performance in this market are: a good location, a team of professionals able to meet efficiently the reader, Rico collection of books, and a nice atmosphere with cafes and auditoriums," said sources. According to him, this organization directed toward individualized service would not be possible in a large network. According to the Executive, results of this posture are the performance indicators of the bookstore. Year to date, the business grew 28% in sales volume and, for the month of October, the marketing has grown 40% compared with the same period of 2017.