Sell ​​books today: the Cultura case

While booksellers are worried about the situation in the book market. In addition, the National Book Center sounds alarm on the evolution of reading practices in France, Cultura has just opened its 118^e Store in Frouard, in the agglomeration of Nancy. Similarly, What are the choices made by the brand tell us how it is possible to continue to sell books today?

To be where the readers are – Sell ​​books today: cultura case

The store is located in an imposing commercial area between an E.Leclerc center, an action and a decathlon. Meanwhile, It is therefore mainly addressed to readers of the city center but to the inhabitants taken in the pendulum movements between the small municipalities which adjoin the Lorraine furrow. For example, the pole that constitutes Nancy.

From now on. Moreover, these readers will no longer have to go to the city center or to Amazon to sell ​​books today: cultura case satisfy their requests for books since they will have a point of sale not far from the place where they fill the reservoir of their car or carry out their food shopping. Consequently, And it is possible that this is a bit competition for the city center bookstores even if. For example, as we will see, the offer is quite different and the public also targeted. For example, Because the book sells when proposed where the readers are.

Books but not just – Sell ​​books today: cultura case

The store offers a stroll that starts with book shelves. Meanwhile, These represent almost half of the sales area of ​​1,200 m². However, And the book weighs almost half of the brand’s turnover. Therefore, But the customer then goes to the music department (vinyl as much as CD). Moreover, stationery but also board games, video games and creative hobbies.

The diversity of customer interests and the plurality of sell ​​books today: cultura case roles in which they are engaged (parents, children, professionals, etc.) assume a diversity of offers. Therefore, The same client can find a novel for herself. Moreover, an agenda to organize her time, a video game for her daughter (or her spouse) and what to make a decorative cake.

Readers are not reduced to their reading activity and can be attracted by offering other products. For example, Independent booksellers perceive this development and start to offer board games for example.

Book space – Sell ​​books today: cultura case

Opening a store amounts to asserting the importance of the material. However, physical, bodily dimension of the relationship to the book. Nevertheless, Being able to touch. Similarly, consult, see books in the midst of an environment humanized by sellers and customers is to access an enriched experience of the relationship to the book.

Access only online is an impoverishment of this link even if it is suitable for part sell ​​books today: cultura case of the purchases. In addition, of part of the population. Furthermore, Recall that the Obsoco survey showed that the customers of independent bookstores estimated in 2022 to 32 % the share of their books (new. used) purchased on the Internet. The book is placed in an environment and this appeals to customers.

The fact remains that crossing the threshold of an independent bookstore is not easy. I have shown that 20 % of CSP- (workers and employees) go there (against 33 % of CSP+) and that it was only 12 % of graduates of a BEP or less (against 37 % of bac+4 and more).

In other words, independent bookstores with multiple virtues are struggling to capture the least familiar audiences. Their space often cramped and responsible for an abundance of books can put off occasional readers. Conversely. Cultura shows books (often the same title in several copies) in a sell ​​books today: cultura case wider space a bit like in a hypermarket. This presentation desecrates the purchase of book.

The 1,200 m² also allow customers not to be under the gaze of staff. They may not initiate a dialogue that supposes to feel capable of it. And the automatic payment terminals complete an offer providing the means of its autonomy to the customer. Starting a discussion with a bookstore saleswoman remains possible of course. but it becomes the product of a choice or a need. The customer masters the situation and the relationship.

Clarity

If customers can be captured by a multitude of subjects. they must be able to easily find themselves according to what crosses them. The signage is clear, each radius is clearly identifiable including by books whose covers are largely presented. For specific categories. signage is also clearly identifiable: within the manga department, Shonen or Shojo lovers can directly go to sell ​​books today: cultura case their kind of predilection.

Of course, this clear storage harms the serendipity … pushed back inside the department. However, this organization corresponds to the dominant wish of readers to easily find by themselves what they are looking for. The store folds at this aspiration. Center-city bookstores, for their part, will retain this ability to provide readers with books to the turn of unexpected shelves.

From general to specific

The bias to address a diversity of audiences leads to proposing a reduced number of. references but on all subjects. Tables show the best sales as well as the news of an area. it is necessary to turn to the shelves to find less obvious references, where they are also few.

This can displease readers specialized in a genre or in search of a rare and precise title. But the brand allows the command (or reservation). the rapid removal on site in sell ​​books today: cultura case a facilitated manner by a QR code system. This choice allows all readers to access their book being understood that a plethoric offer would present the proven. risk of losing the least familiar readers in the book.

Here the offer is aimed first with little informed readers. it being understood that the most specialized will find in the proposed solution the means of satisfying their specific desires. Where the opposite choice (plunge the least familiar readers into abundance) is likely to produce a favorable selection for graduates.

This formatting of the documentary offer creates the conditions for democratization of access to reading. It is inspired and could inspire the ideas that have run about frequentation of libraries.

Leisure first

The customer journey starts with general literature. very quickly romance but also practical books and for the family. It is at the very end of the route dedicated to books (that sell ​​books today: cultura case is to say completely in contrast to the entrance to the store) that the parascolary department. job search, preparation for competitions. This sector is taken into account because it is a subject of concern for part of the customers (and. of profits of course) but we feel that the intention is good to highlight the leisure as if it were for the brand to dive readers into a universe of relaxation. Reading pleasure so valued in speeches on practice would find an emblematic variation here.

Occasionally

In a context of increased inflation of the prices of books. the second -hand book has won market share in the recent period. If in 2024, its turnover would have fell 3.8 % compared to 2023, the fact remains that it still represents a book sold out of five. Little wealthy readers (more often readers) can find a means of reducing their expenses. And sell ​​books today: cultura case the brand offers second -hand books in the middle of new shelves. Customers can contact a counter dedicated to the recovery. even prepare their passage and estimate the amount of their remote recovery.

This consideration of the occasion reminds us that the prize for the book is not trivial in access to. the book.

Articulate local location. membership of a network

Customers are registered in a specific geographic space but they are not entirely defined by this anchoring. The best sales of books are generally found throughout the national territory. The development that meets customers’ expectations in a place gives reasons to think that it may be suitable elsewhere. All of this explains a form of standardization in both the offer of services (including website), spaces and collection.

We can of course regret this standardization but it can reassure part of the customers by showing them a framework thought as sell ​​books today: cultura case adapted to a general situation. not specific to a single place. The uniform (the sellers can be identified by a jacket in the colors of the brand). the standardization perhaps reassures by ensuring a form of modest neutrality.

Contact readers as they are today

Regarding the supply of books. this articulation implies that part of the implementation does not result from a local decision but from that of the siege. However. booksellers (sellers of the books department) can guide their radius through choices they will be able to wear and bring to life even if profitability objectives must impose themselves fairly quickly … Independent bookstores will keep the attraction of the personality conferred on them by their singular booksellers.