Type: Independent
Region: South
Location: Medium-size strip mall
Appearance:
Inventory:
Staff:

External: Located in a busy strip mall in a lower-income area near a Wal-Mart. The lighted sign was easy to spot between all the other neighboring stores. Even though there was traffic, it was easy to find parking in the well-lit lot.

Window Display: Neat, professionally printed signs advertised a seasonal sale were lined up and visible from the sidewalk. The double door, which boasted the store hours on an easy to read sign, noted only one door was operational. Behind the cash wrap, a frontliner worked on his computer with his back to the front door.

Entrance: With the check-out on the left, a table stood nearby held plenty of the store’s full color catalog. A seasonal display was set up to the right in the gift section with a small greeting cards rack also visible. Endcaps facing the front had fresh product and were neatly arranged with few gaps.

Layout and inventory: There was plenty of room to move through the gift section—often a place where clutter occurs. The small music department was arranged in flip-through bins similar to those at large chain discounters. Each genre had professional signage—from pop to rock to country—with deep backlist that extended back to Stryper, early dcTalk and Burlap to Cashmere. However, there were no music listening stations.

A young adults department stood nearby. It included ministry materials, fiction, teen Bibles, trendy covers, and jewelry on an industrial-looking spinner rack. While thumbing through the music, a second frontliner spotted me from her perch in the youth department and looked my way before finishing up her project and then heading to the front of the store to discuss family semantics with the other employee.

Books were divided into several groups, making it easy to find an area of interest Appealing to the local community, a nice-sized Spanish department included many Hispanic music titles, Bibles and books.

A grouping of comfy chairs sat nearby the many bookshelves, with a nice sized table located in the well-signed Bible department. The sturdy table would be perfect for laying out and comparing Bibles, or perhaps holding a small study if the owners allowed.

With no kids in the store, the children’s department was immaculate. The small television was turned off, and a kids-sized table included some fun VeggieTales toys. Hopefully staff members pop a corresponding DVD into the player when kids enter the store.

Appearance: The new store, only months old, had sturdy blonde wood fixtures throughout the store, and nice muted gray carpet. It would compete with any bookstore chain, though it was owned by a local non-profit. Bookshelves had top of fixture professional signs similar to those found at Barnes & Noble.

Verdict: While some stores try to cram as much as possible into their space, this store left plenty of room for customers to walk around. A spot check of items in the catalog showed only a few items missing, but it’s important to have all advertised items in stock for customers that might make a special trip. Also, some training for staff is in order—a friendly greeting at the door is a must. A polite follow-up, especially to someone carrying around a catalog and looking for items, is also much needed. Your excellent signage isn’t enough; a personal touch is also essential.

If this were your regular store? I would be thrilled to have all the space, and would likely find a nice gift if I was browsing,, or the specific title I needed if I came in with a list.

What will you remember of your visit a week from now? How clean and well-organized the store is, and how I could grab a potential book and be left alone to thumb through it in the comfy chairs. However, I still can’t believe the only words the young female frontliner said to me was “ooh I like your pants” as I was walking out the door.

The store manager responds: “Thank you for providing your candid feedback. You had many very positive things to say about the store, which was very encouraging.  We do all work very diligently to maintain the inventory selection and appearance of the store.  I was surprised by your comments about the staff.  I believe one star should be reserved for only the most unpleasant shopping experience.

As you mentioned in your article, the store has a Barnes & Noble appearance—this same style extends to our customer service.  Almost without failure, we greet customers as they arrive—then let them browse and enjoy their shopping experience without feeling hassled by salespeople.  I realize this may not be the shopping experience some customers may desire; but, I have found that the majority appreciate the freedom to experience an atmosphere of encouragement without being pressured to buy something.  We try to read the body language of customers as they arrive.  Some, customers want plenty of service and attention; others just want to be left alone. 

Although we are always eager to help serve the needs of our customers, at the very least, your comments reveal a perception of poor customer service.  We definitely don’t want that perception.  We’ll work to find a better balance that conveys a more personal touch.