Engage More Customers in 2022
How This Bookstore Became a Hub for Its Community
In the age of Amazon, investing in a brick-and-mortar bookstore might seem ludicrous. But that’s exactly what Christin Evans and her husband Praveen Madan did in 2007, and since then, they have turned two historic San Francisco bookstores into community pillars and social movements. Their not-so-little print-based business is faring much better than one would expect in this digital world, and their secret is right in their community.
you. So, Christin and Praveen founded Kepler’s Literacy Foundation, which is focused on creating and promoting literacy programs, and bought GiftLit, a subscription- based book gifting company. By doing both of these things, Christin and Praveen are encouraging readership, engagement, and local advocacy. They are essentially generating customers (and doing some good, too)!
Now, It’s Your Turn!
How Did They Do It?
You may not be battling Amazon or promoting literacy, but you can use the ideas that made The Booksmith and Kepler’s essential to their communities and transform the way you engage your customers. For instance, a dentist can host a workshop for young parents who are concerned about how to teach their children best oral health practices and also create a curriculum for classrooms across the region to promote oral wellness. In doing so, they create an active community around their business as more than just a dental office — they become more essential to the next generation of oral health.
The couple purchased The Booksmith in 2007, and Christin left a corporate job to oversee the daily operations of the store. From the very beginning, she knew they had to engage with their customers and encourage them to actually visit The Booksmith. As a result, the couple was able to purchase another bookseller, Kepler’s Books & Magazines. 1. They started with the space. Christin knew her store had something that big booksellers or online retailers didn’t have: a community. The Booksmith and Kepler’s could tailor their customer experience to what locals wanted and turn their bookstores into miniature community centers. It helped the community view their stores as essential rather than just available. 2. Then, they hosted events. There is something for everyone at the store. Those who love happy hour but want to read can enjoy Silent Reads, where participants simply come to the store, read, and enjoy cocktails. Other events include mom groups, music nights, and — of course — book clubs. The community always has a reason to visit The Booksmith and Kepler’s because it invites them to stay engaged.
Don’t wait for customers to engage with you in 2022. Collaborate with your team and go to the customers instead.
3. Finally, they got involved. If you’re going to talk the talk, then you have to walk the walk! Customer
engagement should also include what you can do for your community — not just what your community can do for
2 | (410) 832-0000 | jwyatt@harrisonlawgroup.com
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