What if Small Is the New Big?
Bookstores and Our Relationship to “Bigness”
As a kid growing up, almost all of the bookstores I knew about were found in malls—B. Dalton and Walden Books. You could expect to find one (sometimes two if the mall were big enough) in almost every mall. These bookstores didn’t carry an extensive inventory—mostly best sellers, coffee table books, children’s books, magazines, and so on. The experience was about buying—browse if you must, but find what you want, buy it, then get back to the rest of your business at the mall. They had no chairs, no coffee. It was a place to stop in and take a break from doing something else. The strategy wasn’t about great selection; it was about ubiquity: “We’re everywhere, and if we don’t have it, we can order it.”
As the 1990s unfolded, however, the ubiquity of mall bookstores began to decline. People’s relationship to books and the stores that sold them began to change with the increasing popularity of a couple of new chains, Borders and Barnes & Noble, and their imitators. These stores carried much more substantial inventory, and they appealed to people’s book buying experience. These new bookstores made an attempt to appear like a cross between a retail library and a coffee shop—come in, browse, relax, read a little, and have a latte. They provided comfortable chairs that they actually seemed to want you to sit down in, new and interesting music softly played, grad students with tattoos and multiple piercings, and a crap ton of books that allowed you to discover new authors and subjects you didn’t know about. The strategy was about great selection and an inviting experience—”We’ve got stuff you didn’t even know you wanted, which you get to explore at your leisure.”
But as the Internet realized popularity, a new kind of book buying experience emerged—online shopping, led principally by Amazon. Amazon and the other online bookstores boasted a nearly exhaustive inventory that could be accessed from the comfort of your own living room. What they gave up in ambience, they made up for in convenience. Not only could you order books and have them shipped straight to your door, you could order just about anything else—from TVs to hernia belts. The strategy centered on almost unlimited selection available with unbelievable convenience—”We’ve got just about everything, and you don’t even have to put down your Mountain Dew to get it.”
Things really started to change, however, with the advent of e-books. Amazon introduced digital books that gave people the convenience of online ordering coupled with instant online delivery. There was almost no waiting at all. You could have a new book in seconds, no matter where you were.
Still, after the big chain bookstores almost crushed them, and after Amazon and e-books almost crushed the big chain bookstores, some local independent bookstores have managed not only to survive, but to thrive. How do they do it?
