Bookmine provides all the tools, in a single integrated
package, to enable you to carry out targeted marketing to your
customers, providing them with a valuable a service that also
keeps you in their mind when they think about books.
Bookshops have the opportunity to acquire contact email
addresses and interests from their walk-in customers that
could become the core of an ongoing, opt-in, marketing campaign.
The promise to the customer is that they will only receive
emails with information about latest releases in their stated
areas of interest.
The reality is that this opportunity is rarely taken up
because it is too difficult to manage, it is too time consuming
and costs too much in staff time to administer. This all
changes with Bookmine. Managing multiple targeted marketing
campaigns, based entirely on your customer and inventory base is
now possible without it costing you staff time or paying an
external service provider.
Sending a list of the latest releases in Crime fiction (or any
other topic) to all the members of the Crime Fiction list takes
just a few minutes. And the emails are managed and sent directly
from within Bookmine. This means that corrections and
modifications made to contact information in your database is
immediately reflected in the mail list. Members can be suspended
temporarily (they go on holidays) or permanently (no longer
interested in that topic) from lists. If an attempt
is made to sign them up again the operator is alerted to the
suspension and the reason for it. If temporarily suspended they
are automatically reinstated at the date specified. All this is
managed for you as part of general maintenance on customer and
inventory records. Integration means work is reused and
available across the entire business.
Play to your strengths..
The biggest point of difference between a good small independent
book businesses and chain and online stores is customer service.
Every business advisor urges us to develop and nurture
relationships with our existing customers so that even after
they leave our premises we can stay in contact with them,
reminding them of specials and latest releases in their stated
areas of interest. Establishing the brand and trust, the most
difficult part of the contract, has already been accomplished by
them visiting your premises. All that marketing you do has
paid off. What marketing you might say? The marketing you
pay dearly for in rent to have a shop on the high street. How an
online retailer would love to get the walk-in traffic you get.
And once they got it they would make sure to hang on to it,
sending offers and information to the customer (opt-in of
So now you have attracted customers in, what do you do?
Typically they buy something and sometimes you sell them
something and then they walk out the door. The business advisor
tells us to sign them up to a club or mailing list so you can
keep in contact with them. But most businesses do not. Why?
Because it is too difficult to store the details and even more
difficult to do anything with it. You've tried!! And it just
took too time-consuming to administer and use.
This is where Bookmine comes in, providing not only the POS and
inventory management for you but the tools to capture and use
customer information so that one-off sales can be turned into
ongoing profits for your book business - without it costing you
your sanity or too much staff time managing it.
Targeted Marketing - Easier said than done.. But
there is a solution.
Goal: Targeted, cost-free
marketing, tailored to the individual customer's stated
interests. Every customer being sent only information relating
to the topics they signed up for. No customer getting generic
catalogue they have to wade through to find the stuff they are
interested in. Remember they are time poor and money rich.
They want a reliable service relevant to them from the brand
they know and trust- i.e. your shop. They already frequent it so
the brand and trust has been established. It is now just a
matter of extending the service to them when they are not
physically in your shop - they may be away or not have time to
The dreaded NEWLETTER - time-consuming to compose
and ignored when it arrives because it is typically filled with
lots of irrelevant banter of little interest to your customers.
There may be an interesting newsletter out there, somewhere. But
lets admit it. Most have little of interest or relevance. What
most customers really want from you, the bookseller, with your
expert finger on the pulse of the publishing world, is to be
kept up date by you on their areas of interest - They rely on
you, the expert to let them know when books are released that
might interest them. They have already told you what they
are interested in - you just have to match the new releases to
Ideal Solution: To send regular updates to every customer
containing only the latest releases in their stated areas
of interest. Sounds simple, dosn't it? Just get one of the
tech-savvy staff to spend a little time setting up distribution
lists in Outlook and once a week send an email to the members of
each list with the latest releases. If it were only so simple.
But it is now with Bookmine.
The reality is that over time customers change their email
addresses, their mailing address and their interests,
they request to be taken off the lists temporarily while they are on
holidays. All this is time-consuming to manage but must be done
carefully in order not to offend the customer or worse appear to
ignore their stated interests.
Bookmine - the one-stop integrated solution to targeted
Bookmine handles all this for you as part of your daily
operations. It is the only program that includes sophisticated
mailing list management as well as its own
internal email system. This means you can do everything
from within a single system: when it comes to actually sending
out the latest releases on gardening to the 1000 members of the
gardening list it takes only a minute. And it is all recorded
and linked to the customer records so that you can see who
received what. Composing a catalogue of the latest releases is
simple and sending them in an HTML email to thousands of
recipients is a matter of just adding a distribution list to an
email and pressing send. Pre composed text can be added to
the email at the click of a button, inserting glossaries as you
need. This saves time on composing emails with
substantially the same text every time you send emails.
This is cost-free marketing to your customers that costs very
little to manage but the benefits of keeping your customers
informed ensures they keep coming back to you.