The Service Game
Researching online book stores recently it struck me how similar many of them are in selling style. Surfing them is a bit like being on the receiving end of an Andy Roddick serve ( I was watching the French Open this weekend) – boom, the latest bond book – Devil May Care goes past you on one side, half price, boom, there goes Sepulchre by Kate Mosse on the other only £4.79.
Occasionally one comes your way that you think you might be able to get your racquet on – i.e., it might actually be something you’d normally look for in a conventional bookshop.
In Waterfoyles (a fictional but representative big book chain) you’ll see the best sellers and suggestions at the entrance but the shop is easily navigable so that you can find, say, the military history section without trouble and start looking at stuff you’re actually interested in.
So why don’t online bookshops offer the same level of navigation and personalisation? A lot of it is probably down to the e-commerce software available for the job which is largely generic, allowing a thin skin of branding to sit over it.
Cost, as always is an issue but online booksellers need to factor into their business plans the resource to offer customers something unique and personalised, otherwise they’re likely to throw their racquet in frustration and find an easier arena to play in.
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