It’s no secret that, in the age of Amazon, bookstores have been struggling. With books being available at such a low price online and with free shipping, it’s hard for brick-and-mortar stores to compete. Also, the rise of e-Books has added to their woes.
However, that doesn’t mean that the target market for bookstores is gone. There are still people who love to go to physical stores and browse through books before making a purchase.
And people who go to bookstores, look for something that they cannot find online. Find this “something” and you have a business model.
In this blog post, we will discuss the target market for bookstores and what you need to do to appeal to them!
Who Is The Target Market for Bookstores?
To best understand the target market for bookstores, we need to first understand the reasons why someone might want to go to a bookstore.
By understanding people’s motivations for needing to go to a bookstore, we can divide this market into customer segments and study each segment on its own.
Performing needs-based segmentation, bookstores can carry the right books and offer additional services and products that will attract customers to them.
Such an analysis gives us the following customer segments for bookstores:
- People who want to touch and feel the books before they buy them
- People who want expert recommendations
- People who want a quiet place to read
- People who want to buy gifts for others
- People looking for unique or rare books
- People attending an event at a bookstore
- People who socialize in bookstores
Each of these segments has different needs and wants. And each segment is looking for something that they cannot find online.
Why don’t we now look at each of these in some detail?
#1 – People who want to touch and feel the books before they buy them
One of the main reasons people still go to bookstores is because they want to feel and touch the books before they buy them.
With online shopping, you can’t do that. You can’t pick up a book, flip through its pages, and see if it’s the right one for you.
For some people, this is an important part of the buying process and they are willing to spend more time or pay a little extra to do it.
#2 – People who want expert recommendations
Many bookstores have knowledgeable staff who can help you find the right book.
This is something that you don’t get with online shopping. When you go to a bookstore, you can ask for recommendations and get personalized service.
People who value this kind of service, are willing to make an extra effort to go to a physical store.
Many larger bookstores have staff who are experts in certain genres or topics. This makes them a valuable resource for people who are looking for specific books.
And because they have this expertise, they can also offer other services like book clubs or author events.
#3 – People who want a quiet place to read
This segment of the target market for bookstores just wants to go to a bookstore to find a quiet place to read.
It could be that they want to try out a book before they buy it. Or, they might just want to relax in a peaceful environment.
Either way, this is something that you can’t get from shopping online.
And if a bookstore has a coffee shop or lounge area, that’s even better!
#4 – People who want to buy gifts for others
Another group of people who go to bookstores is those who want to buy gifts for others.
This could be for a birthday, Christmas, or any other special occasion. But, they don’t want to just buy any book. They want to find a book that the person will love and that shows how much they care.
So, they’ll take the time to go to a bookstore and browse through the options until they find the perfect one. They may even try multiple bookstores until they find the right book.
This is something that’s very hard to do online. Sure, you can buy a gift card from an online retailer. But, it’s not the same as finding a physical book that you know the person will love.
#5 – People looking for unique or rare books
Many bookstores specialize in carrying unique or rare books.
This could be anything from first editions to signed copies to out-of-print books.
People who are looking for these kinds of books are willing to go to a physical store because they know that they won’t find what they’re looking for online.
And the joy of finding a rare book in some dust-filled corner of a store is an experience that can’t be replicated online.
#6 – People attending an event at a bookstore
Bookstores often host events such as book signings, readings, and discussions. People who attend these events are usually fans of the author or the genre.
And they’re willing to go to a bookstore because it’s a fun and social experience. Such gatherings also give them a chance to meet like-minded people and make new friends.
Events at bookstores also tend to be more intimate than those at other venues. So, attendees often feel like they have a closer connection to the author or speaker.
This target market for bookstores is willing to make an effort to go to a physical store because they want to participate in the event and have a good time.
#7 – People who socialize in bookstores
Finally, some people just enjoy spending time in bookstores. They might not even buy anything. They just like browsing the shelves, chatting with the staff, and spending time in a relaxed atmosphere.
For these people, bookstores are more than just places to shop. They are community hubs where they can socialize and connect with others.
Sometimes, friends will even meet up at a bookstore just to hang out. They may grab books and head to the coffee shop in the store or the lounge area to read and chat.
In fact, the profitability of bookstores often depends on the social aspect as much as the sales. This is because people who socialize in bookstores are more likely to come back and recommend the store to others.
Conclusion
The target market for bookstores includes people who want to touch and feel the books before they buy them. It also includes those who rely on expert recommendations for their book purchases.
Those looking for a quiet place to read can find solace in a bookstore as can those looking to socialize. People who want to buy a special book as a gift or those looking for a unique or rare book also visit bookstores.
And finally, people attend events at bookstores. These could include book launches, book signings, and meet-the-author gatherings. These people too are a market for bookstores as they may buy books at one of these gatherings.