Getting to Know You ... Is Crucial

"Getting to Know You," a new campaign of the American Booksellers Association, seeks to gather information about member stores for a twofold purpose: to create a more accurate, detailed presentation of the store and its services for consumers; and to provide ABA with a better picture of its members so the association can tailor programming and services to better meet their needs.

To that end, ABA has created an online questionnaire, now accessible through BookWeb.org, and a print version, which is being distributed in the March Book Sense Red Box mailing and at stops on ABA's Bookstore Forum Tour, among other venues. Booksellers using the online form, which is password protected, will find it populated with the information currently in ABA's database, so they can easily correct and amend it.

The data that ABA hopes to collect, or update, includes everything from key contact names, store type, and inventory composition to number of employees, store size, and special services such as cafes, WiFi, and book groups. The form also includes space for booksellers to provide a 500-character description of the store and its services that will be visible to consumers through BookWeb and BookSense.com directories. "The emphasis here," said ABA Membership Marketing Director Meg Smith, "should be on what makes the store unique ... what will draw customers in."

Noting that online searches have become a standard way for consumers to find all types of merchandise, she added, "Booksellers should think about creating a description of their stores in a keyword sort of way. This is the place to tell potential customers if you have a huge inventory, what your specialties are, if you carry gift items, have a caf, host book clubs, or offer WiFi ... whatever special services you provide."

Completing the form won't take long, and it's a free way to broadcast to consumers what you have to offer, added Smith.