It’s common knowledge that Amazon has made it challenging for independent bookstores and brick-and-mortar booksellers. The same product can be delivered to your door, probably for less money. What is the incentive to shop in person?
Two recent experiences come to mind. First, there was a line literally out the door of people waiting to have their books signed by Heather Gudenkauf, a best-selling mystery writer. Heather’s local, independent bookstore was granted early release of the book and she came to do autographs. You won’t get to talk to the author, meet her dog, eat cookies frosted like the book cover, and have her personalize your book via Amazon!
Second, I went to look for a “good” book to read on a flight. The clerk connected me with two books I knew nothing about and would have never chosen — but loved. The ability to ask questions and ascertain needs is a skill that a chatbot might attempt but is best delivered by a human.
There are advantages to scale but there are also benefits to personalized service. Our bookstore can’t compete with Amazon’s price and Amazon can’t offer in-person signings. Capitalize on where you are on the spectrum to be the best you can be in that domain.
