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Materials Merchandising : Boost Your Circulation …

Materials Merchandising : Boost Your Circulation
Presentation given in Frostburg, MD 3/24/11

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  • Interactive bit: Go into bookstore and what do you see? Bright colors Clean, tidy piles Different levels of displays – walls, pyramids, shelves Interesting organization and dimension Face-out books Good lighting – you can read the titles Uses themes to connect displays
  • Interactive bit: Walk into a library and what do you see? Dimly lit Tightly packed spines facing you. No exciting and colorful covers are lost in a sea of spines The most exciting - Children’s area Why is that? Take lessons from bookstores to increase exposure and circulation
  • In retail, simple, numeric model: the dollars per square foot rule Nothing stays on valuable floor space unless it is paying for itself, so merchandisers must ask: Are customers buying it? If you take this approach in your library , you have to decide not only what your customers need, but also what they use. Sullivan, M. (2010). Merchandising your library resources. Teacher Librarian, 38 (2), 30.
  • First 20 steps in the bookstore – most important! (What libraries can learn from bookstores article)
  • What do you see in the first 20 feet of bookstores these days? Main thing being displayed right now – eReaders (note news about Overdrive use over the holidays - What are they using to merchandise the Nook? Height, color, signage (more on this later)
  • Power Aisle
  • Book clubs displays – “If you like,” each shelf a different book and read-a-likes, Up and Coming Authors -
  • Capitalizing faceouts Publishers spending time/money on cover art Companies paying to have certain places on display
  • Messages we send – Sex in the City at the end of the Christianity section…
  • Left – ours at Central (not so much choice there) Right – children’s dept. – lower level, colorful, not beat up books
  • Sarah P. Long conducted a study on the use of face front book display in a public library. The purpose of the study was to look at the method of face front book display to discover if these books circulated more than books displayed spine out. Tulip book – BST Spine vs. inside photo of tulips!
  • Jones’ study Summaries of books vs. book covers “ No way am I reading that – that book looks lame!” http://www.guardian.co.uk/artanddesign/gallery/2010/may/07/book-cover-design?picture=362342494
  • Study guides – boring!
  • Face outs Color – even study guides have color Grabs attention
  • Baskets Marketing – bookstore/logos Encouraging browsing – fill up those bags!!
  • Sharon L. Baker studied the factors thought to cause an increase in circulation. First, placing books in a prime location increases their visibility and accessibility and makes them more likely to be noticed and ultimately chosen by browsers. Second, displays are thought to help narrow a reader’s choice by guiding him or her to a small collection of titles.   Sharon Baker’s book display experiments in 3 public libraries showed that effective displays must be in high traffic areas. Books on display near the front desk circulated 300% to 1000% more frequently than books on the shelf. Books displayed at the rear of the fiction stacks circulated at best only 60% more than books on shelves. Displays on window sills and other isolated areas in the library are a waste of time.
  • Impulse Items Holidays – Barnes and Nobles, Jo-Ann’s
  • Events Monthly themes Coffee books Audio books
  • Book trucks Computers – books on software, how to write resumes Point of check out – small display (circulation and ref desks) Lower shelving units – put them on top! Children’s area that has Adult books as well
  • Orleans on left Southeast on right Fine Arts – reference desk, display in the back – draws you to the back
  • Large monitors, communication boards, preview materials, alert to new materials in library
  • What impedes the flow of your traffic? Move a table? Open spaces, encourage browsing Dark corners
  • What impedes the flow of your traffic? Move a table? Open spaces, encourage browsing Dark corners Avoid making it boring, hard to find, and hard to see.
  • Merchandising helps focus customer attention…
  • Where are the high traffic areas? Draw a map of your library (a la the example given earlier) – note traffic flows, good places for displays, etc.
  • Change to shout out answers format.
  • Income Taxes Books that became movies Spring Cleaning New Years Resolutions Covers with the same colors
  • Walk into a library and you will not experience the same merchandising ephoria. Most likely the building will be dimly lit and there will be shelves of tightly packed spines facing you. Exciting and colorful covers are lost in a sea of spines. Usually the most exciting section is the children’s area. Why is that? Toddlers and babies are not the only ones who like bright colors and shapes. We need to take lessons from bookstores on how to better merchandise books and AV materials. Better merchandising can make our job more fun and show customers that the library has more to offer than just bestsellers. Using bookstore display tactics in a library setting will not only increase exposure to the collection, but will increase circulation of its materials.

Transcript

  • 1. Materials Merchandising: Boost Your Circulation! Rebecca Hass Shayna Siegel March 24, 2011
  • 2. Objectives
    • Learn how merchandising and displays can create an inviting environment and feature your collection.
      • Use displays for Reader’s Advisory
      • Be convinced that displays will increase material circulation.
      • Learning fundamental display design guidelines
      • Learn retail techniques to merchandise your collection.
  • 3. Bookstores
  • 4. Libraries
  • 5. Advantages of Display
    • Highlights features of your collection and the community
    • Standing source of Reader’s Advisory
    • More inviting environment
    • “ Displays are part of the joy of libraries… and change the library from a warehouse into a place of interest.”(Moore, 1997)
    • Allows input/creativity from staff
    • Moore, M.S. (1997). Book display as adult service. Journal of Educational Media & Library Sciences 34(3). 263.
  • 6. Why?: It’s All About the
  • 7. Motivations to Display Bookstore Sales Libraries Community Usage increase increase Circulation increase increase Profit Funding Continued Existence of the Library! increase increase
  • 8. Understanding Floor Plan Layout
    • Typical Big Box Bookstore Layout
      • Display Tables
      • Bestsellers/New Books
      • Endcap Displays
      • Faceouts
      • Use of Shopping Bags
      • Cash/Wrap or Point of Check Out
  • 9. Display Tables
  • 10.  
  • 11.  
  • 12. Bestsellers/New Books
  • 13. Endcap Displays
  • 14.  
  • 15.  
  • 16. Faceouts
  • 17. Face-outs: Sarah P. Long Study Long, S. P. (1987, Fall). The effect of face-front book display in a public library. North Carolina Libraries 45 . 150-153.
  • 18. People do judge a book by its cover, especially young adults Jones, L. A. (2007). The Great Cover-up. School Library Journal
  • 19.  
  • 20.  
  • 21. Shopping Bags
  • 22. Quick Survey
    • How much does circulation increase when an item is placed near the circulation desk?
      • 3-10%
      • 30-100%
      • 300-1000%
      • 3000-10000%
  • 23. Circulation Increase
    • Baker, S. L. (1986, July). The display phenomenon: An exploration into factors causing the increased circulation of displayed books. Library Quarterly 56 . 237-57
    300-1000%
  • 24. Cash/Wrap or Point of Check Out
  • 25. Pratt Cafe
  • 26. Ideas for a Library
  • 27. Assignment: Determine Your Traffic Flow
  • 28. Extreme Library Makeover
    • Mount Laurel, NJ library
    • Implemented low-cost, high-commitment retail merchandising solutions 2003-04.
    • 39% circulation increase
    Bernstein, J. E., & Schalk-Greene, K. (2006, April). Extreme library makeover. American Libraries36 (4). 66-69.
  • 29. E-Merchandising: Kiosks/Monitors Sullivan, M. (2010). Merchandising your library resources. Teacher Librarian, 38 (2), 30.
  • 30. E-Merchandising Social Media - monitor and promote! Starred Reviews in the Catalog Featured Booklists Sullivan, M. (2010). Merchandising your library resources. Teacher Librarian, 38 (2), 30.
  • 31. What to Avoid….
  • 32. Creating Effective Displays and Signage
    • How to maximize display effectiveness?
      • Timeliness
      • Eye catching
    • What makes an effective sign?
      • Visibility
      • Legibility
      • Simplicity
  • 33. Display Guidelines
  • 34.  
  • 35. Display Guidelines
    • Determine location
    • Determine topic and audience
    • Check catalog for availability
    • Pull books and examine for visual appeal
    • Sort books by size
    • Visualize shape of display
    • Distribute books by size, color, & cover design
    • Stand back and look
    • Keep an eye on it
  • 36.
    • Determine location
    Glenwood Branch, Howard County Library
  • 37. Use a book truck for your display
  • 38. 2. Determine Topic and Audience
    • Chase’s Calendar of Events
    • Holidays
    • Community Events
    • News
    • NoveList (RA & School Resources) / Books and Authors (Browse by Genre)
    • Web Search – Google, Flickr, Library Thing
    • Ask your patrons
  • 39.  
  • 40. What do people outside the library think?
  • 41. What are some topic ideas?
  • 42. Topic Ideas
    • Visiting Authors
    • Author Tributes
    • Award Winners
    • Neighborhood Activities
    • Booklists/Read-a-likes
    • Books to Movies
    • Gardening
    • Holidays
    • Home Improvement
    • Sports
    • Back to School
    • Scandals
    • Ask your patrons…
  • 43. Glenwood Branch, Howard County Library
  • 44. Mellow Yellow
    • Denton Library, Caroline County
  • 45. Children’s Books
    • Denton Library – Caroline County
  • 46. 3. Check catalog for availability Do you have enough books to display?
  • 47. March – Women’s History Month
    • Denton Library – Caroline County
  • 48. 4. Pull books and examine for visual appeal
  • 49.  
  • 50. 5. Sort books by size
  • 51. 6. Visualize shape of display-Pyramid
  • 52. 7. Distribute books by size, color, and cover design – Class picture
  • 53.  
  • 54. Book Easels and Sign Holders Easels and Sign Holders can be purchased from Demco, Gaylord, Highsmith, or any other place you buy library supplies.
  • 55. Props
  • 56. 8. Stand back and look at it
  • 57.  
  • 58. 9. Keep an eye on it
  • 59.  
  • 60. How many things are wrong with this display?
  • 61. What’s better about this?
  • 62. And now for the fun part.
  • 63. What have we learned?
    • Learn how displays can create an inviting environment and feature your collection.
      • Use displays for Reader’s Advisory
      • Be convinced that displays will increase material circulation.
      • Learning fundamental display design guidelines
      • Learn retail techniques to merchandise your collection.
  • 64. Any Final Questions?
  • 65. For More Information:
    • Rebecca Hass
    • Social Science & History Department
    • Enoch Pratt Free Library
    • State Library Resource Center
    • 400 Cathedral Street
    • Baltimore, MD 21201
    • 410-396-5321
    • [email_address]
    • Shayna Siegel
    • Fine Arts and Music Department
    • Enoch Pratt Free Library
    • State Library Resource Center
    • 400 Cathedral Street
    • Baltimore, MD 21201
    • 410-396-5490
    • [email_address]
    Delicious bookmarks: http://delicious.com/epflslrc_boostyourcirc Flickr: http://www.flickr.com/photos/slrclibrarydisplays/