Hampir Mati, Toko Buku Ini Pakai Medsos untuk Lawan Amazon

Summary

Barnes & Noble, a legendary bookstore chain in the United States, faced near extinction due to the rise of Amazon and changing shopping habits. Despite early struggles, the company embraced the internet and personalized in-store experiences, leading to a successful revival. Key strategies included empowering local managers, offering curated collections, and creating spaces for community engagement. The company’s resurgence was further fueled by trends like BookTok, which revitalized interest in physical books. Barnes & Noble's story serves as a model for bookstores worldwide, demonstrating how innovation, community focus, and a unique shopping experience can lead to recovery and growth.

Takeaways

• 😀 Burns and Noble, a legendary bookstore, almost collapsed due to the rise of Amazon and the shift towards online shopping, but it made a remarkable comeback.
• 😀 The key to Burns and Noble's revival was its strategic use of the internet, turning the very threat that once endangered it into an opportunity for growth.
• 😀 Burns and Noble's history dates back to 1873, and it grew rapidly through strategic expansions and acquisitions, eventually becoming a dominant force in the U.S. book market.
• 😀 The rise of Amazon in the 2000s with its fast, affordable, and convenient online bookstore model put immense pressure on physical bookstores like Burns and Noble.
• 😀 Burns and Noble attempted to compete with Amazon by launching their own e-reader, the Nook, but failed to match Amazon's Kindle, leading to significant struggles during the 2010s.
• 😀 The company faced severe financial challenges, including closing stores and laying off thousands of employees, as well as dealing with an existential crisis brought on by the rise of online shopping and e-books.
• 😀 In 2019, Burns and Noble was acquired by Elliot Management Corporation, which appointed James Don, a leader known for revitalizing Waterstones, to lead the company.
• 😀 Under Don's leadership, Burns and Noble revamped its approach, allowing store managers more autonomy to curate collections and personalize the shopping experience for local communities.
• 😀 The pandemic presented an unexpected challenge, but Burns and Noble adapted by focusing on both online sales and maintaining an in-store experience for customers when they returned post-pandemic.
• 😀 Burns and Noble's unique strategy, which emphasized creating immersive, community-focused stores, has driven a significant rebound, including opening new stores and expanding the physical retail experience in the U.S.
• 😀 The rise of social media platforms like BookTok, which helped certain books become viral bestsellers, played a crucial role in attracting customers back to physical bookstores, offering an experience that online retailers couldn't replicate.

Q & A

What caused Barnes & Noble to almost fail in the past?

Barnes & Noble almost failed due to the rise of online shopping and the dominance of Amazon, which changed consumer habits and made traditional bookstores less competitive.

How did Barnes & Noble manage to survive and grow despite the challenges posed by Amazon?

Barnes & Noble survived and grew by leveraging the internet in a different way. Instead of competing directly with e-commerce, they used it to boost their physical stores, offering an experience Amazon couldn’t replicate.

What was Barnes & Noble's strategy when it was acquired by Elliot Management in 2019?

The strategy involved revamping the stores by giving local managers more freedom to curate their collections, redesigning store layouts to make them more personal, and creating a more engaging in-store experience for customers.

What role did COVID-19 play in Barnes & Noble's resurgence?

COVID-19 forced Barnes & Noble to shift focus to online sales, but when the pandemic subsided, their physical stores became more attractive to customers who were eager to experience browsing books in person again, which contributed to their recovery.

What specific changes were made to Barnes & Noble's stores under James Don’s leadership?

Under James Don's leadership, Barnes & Noble's stores were redesigned to be more engaging with local curations, comfortable reading spaces, and even small cafes. This created a more dynamic, personalized environment for customers.

How did BookTok influence Barnes & Noble's business strategy?

BookTok, a community on TikTok, had a significant impact by turning certain books into viral bestsellers. Barnes & Noble responded by dedicating special shelves to these trending books and creating more flexible, responsive systems in their stores.

What is the key difference between Barnes & Noble's physical bookstores and Amazon's physical stores?

Barnes & Noble's physical bookstores are curated by humans who understand local preferences and aim to create an inviting, community-focused environment. Amazon’s stores, in contrast, base their selections on online ratings and algorithms.

Why is the physical bookstore experience still important despite the rise of digital platforms?

The physical bookstore offers a sensory experience that digital platforms cannot replicate, such as browsing, feeling the texture of books, and discovering new titles, which contributes to deeper engagement with reading.

How did Barnes & Noble's expansion in recent years highlight its recovery?

Barnes & Noble’s recovery is evidenced by its significant expansion, opening 30 new stores in 2023 and planning 60 more in 2025, marking its largest expansion in history.

What can bookstores in Indonesia learn from Barnes & Noble's revival?

Bookstores in Indonesia can learn from Barnes & Noble’s approach by not just selling books but also offering engaging experiences. Creating spaces for community events and discussions can help revitalizing bookstores and encouraging a culture of reading.