Different concepts to lure buyers<\/p>\n
Rikza Abdullah, Contributor, Jakarta<\/p>\n
Bookstores in Jakarta are trying to make innovations in
\nattracting buyers but they apply different approaches in
\nimplementing the new marketing concept.<\/p>\n
All major bookstores in Jakarta make their books easy to find
\nby labeling their racks with the themes of the books and
\narranging them in a way that makes it easy for visitors to read
\ntheir titles and authors. At their windows and entrances, they
\ngenerally display new arrivals and books of recent interests.<\/p>\n
As Muslims consolidate themselves by fasting during Ramadan,
\nfor example, The Times Book Shop on the underground floor of
\nPlaza Indonesia in Central Jakarta and the Kinokuniya in the Sogo
\ndepartment store on the third floor display Islamic books, such
\nas those on the translation of the Koran, in their windows and
\nentrances.<\/p>\n
But some of them provide facilities for their visitors to read
\nthe offered books conveniently, while some others create an
\natmosphere that will allow visitors to do some observation of the
\nbooks but not to read them for too long.<\/p>\n
The Aksara bookstore on Jl. Kemang Raya, South Jakarta, is one
\nof the stores that facilitate convenient reading for visitors. It
\nprovides chairs at the sides of its front section, a leather sofa
\nin the inner room and a carpet with some cushions on the wooden
\nfloor of its children's section, indicating that visitors are
\nwelcome to conveniently read the books or magazines being
\noffered. Meanwhile, most of the books are left open, without
\nbeing wrapped with transparent plastic sheets. Even though some
\nof the books are wrapped in plastic, samples are available for
\nreading.<\/p>\n
"We know that some of the books may become dirty while being
\nopened and read frequently but let such a risk be on our
\nresponsibility," customer service officer Armel said Saturday.<\/p>\n
Spokesperson Adinda Simandjuntak said her bookstore wanted to
\noffer pleasant browsing experiences to its customers by assuring
\nthat its attendants were not deployed to monitor their activities
\nbut to assist them in case they had queries.<\/p>\n
QB (Quality Buyers) World Books, which has four outlets in
\nJakarta, also allows visitors of its outlet on Jl. Sunda, Central
\nJakarta, to read books or magazines at its internal cafe. Its
\noutlet on Jl. Kemang Raya in South Jakarta is also equipped with
\nan art gallery besides a cafe.<\/p>\n
"We design QB World Books for the convenience of book lovers,"
\nsaid director Richard Oh. "We, therefore, leave our books open in
\nspite of the risk of damage."<\/p>\n
Besides its outlet on Jl. Sunda and Jl. Kemang Raya, the QB
\nWorld Books also has outlets in Plaza Senayan, Central Jakarta,
\non Jl, Sultan Iskandar Muda, South Jakarta, and at the Gema
\nBuilding on Jl. Thamrin, Central Jakarta.<\/p>\n
Hanna Yakin, marketing manager of the Periplus Bookstore,
\nacknowledged that book suppliers, knowing that their customers
\npreferred to buy books that were kept clean and neat, would offer
\ngood services by wrapping their goods.<\/p>\n
"But a good bookstore must allow its visitors to open and read
\nits books, so that they can choose the ones that they really want
\nto buy," she said. "If it does not want all its books damaged, it
\nshould, at least, make samples available."<\/p>\n
Periplus Bookstore, with 95 percent of its books imported,
\noperates outlets at the Grand Hyatt and Aryaduta hotels in
\nCentral Jakarta, at the Soekarno-Hatta International Airport in
\nWest Jakarta, at Villa Kemang and at Kampung Kemang, both in
\nSouth Jakarta.<\/p>\n
However, the Kinokuniya bookstore does not encourage its
\nvisitors to read its books for too long. "We prefer our visitors
\nnot to read books for too long because our bookstore is not
\ndesigned as a reading ground," said corporate affair manager
\nEdwan.<\/p>\n
"The books and magazines displayed at our bookstores,
\ntherefore, are generally wrapped with transparent plastic sheets.
\nBut our attendants will be ready to help open the seals if
\nvisitors want to quickly read their contents," he added.<\/p>\n
The goods at Kinokuniya, which also has an outlet at the Sogo
\ndepartment store in Plaza Senayan, 20 percent consist of Japanese
\nbooks, 20 percent Japanese magazines, 25 percent English books,
\n15 percent English magazines, 10 percent Indonesian books and 10
\npercent Indonesian magazines.<\/p>\n
Major bookstores also organize launching ceremonies or review
\ngatherings for the promotion of new books and at once the
\nintroduction of their outlets to book lovers. QB World Books
\nusually prefer to hold gatherings for the launching or reviewing
\nof literature books, while Kinokuniya prefers the review of books
\nbeing most wanted. At Aksara, ceremonies for the launching or
\nreviewing of books are usually accompanied by live music
\nperformances.<\/p>\n
"After each promotional event, our sales usually increase by
\n15 percent," Edwan commented.<\/p>\n
To facilitate easy buying, major bookstores also receive
\norders and offer deliveries through e-mail messages. Some of them
\noperate websites with different features. From the website
\naddress www.qbworld.com, browsers can obtain information on newly
\narriving books and reviews on some recommended books as well as
\nmaking orders from QB World Books. Other bookstores that operate
\nwebsites include Gramedia (with the address
\nwww.gramediacyberstore.com) and Toko Buku Gunung Agung
\n(www.tokogunungagung.com).<\/p>\n
One bookstore at the Ambassador Mall in South Jakarta tried to
\nimplement a new method of selling books but it failed to survive
\ndue to weak demand. The store, called Ayo-Membaca.com, allowed
\nits buyers to return the books that they had bought within two
\nweeks and regain 80 percent of their purchasing prices. The store
\nthen resold the books at 90 percent of the original prices.<\/p>",
"url": "https:\/\/jawawa.id\/newsitem\/different-concepts-to-lure-buyers-1447893297",
"image": ""
},
"sponsor": "Okusi Associates",
"sponsor_url": "https:\/\/okusiassociates.com"
}