Roberta Rubin, owner of the Bookstall at Chestnut Court, Winnetka, Ill., is celebrating four anniversaries this February:
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Speaking of her 25th anniversary as a bookseller, Rubin told Shelf Awareness, "I'm happy it's been that long, and I'm happy the community appreciates me."
Another thing that makes her happy is that the store's sales were up between 7% and 8% last quarter, a gain she attributed to "corporate outreach and a lot of out-of-store events. We're lugging books to the city all the time, and some days we have seven or eight events going on."
In contrast to earlier days, "our biggest competition is time," as Rubin put it. "The customer who used to come in and browse and build up a stack of books at the counter is not there in the same numbers as before. Today many customers run in and out and want immediate satisfaction." As a result, one of the store's most important challenges has become, Rubin said, "how can we make it easier for customers to shop with us?"
In part, this accounts for the out-of-store sales. In addition, the Book Stall at Chestnut Court "is working on our Internet sales," which doubled last year. The store just put its newsletter on the Web site and is adding other material. "We can't compete with Amazon," Rubin said. "But we can have a bigger presence there."
Although there have been many changes during her quarter century in bookselling, Rubin has been consistent about several matters. For one, she has maintained staffing levels no matter pinched the store's budget. (The 5,500-sq.-ft. store currently has 25 staff members.) "You can cut inventory and marketing if need be," she said. "But staff is key to having people come in and find the right book."
Rubin continued: "You have to stay with simplicity and focus on your strengths and what your customers want"--sentiments that should help the store to celebrate many more anniversaries.--John Mutter
- In 1982, Rubin purchased a small store, the Book Stall, which originally opened in 1972, 35 years ago.
- In 1987, Rubin merged the Book Stall with the Chestnut Court Bookstore, which had been founded in 1937, 70 years ago.
- The Book Stall at Chestnut Court has been at its current location 20 years, since February 11, 1987.
- And last but not least, Rubin is marking her 25th anniversary as a bookseller.
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Speaking of her 25th anniversary as a bookseller, Rubin told Shelf Awareness, "I'm happy it's been that long, and I'm happy the community appreciates me."Another thing that makes her happy is that the store's sales were up between 7% and 8% last quarter, a gain she attributed to "corporate outreach and a lot of out-of-store events. We're lugging books to the city all the time, and some days we have seven or eight events going on."
In contrast to earlier days, "our biggest competition is time," as Rubin put it. "The customer who used to come in and browse and build up a stack of books at the counter is not there in the same numbers as before. Today many customers run in and out and want immediate satisfaction." As a result, one of the store's most important challenges has become, Rubin said, "how can we make it easier for customers to shop with us?"
In part, this accounts for the out-of-store sales. In addition, the Book Stall at Chestnut Court "is working on our Internet sales," which doubled last year. The store just put its newsletter on the Web site and is adding other material. "We can't compete with Amazon," Rubin said. "But we can have a bigger presence there."
Although there have been many changes during her quarter century in bookselling, Rubin has been consistent about several matters. For one, she has maintained staffing levels no matter pinched the store's budget. (The 5,500-sq.-ft. store currently has 25 staff members.) "You can cut inventory and marketing if need be," she said. "But staff is key to having people come in and find the right book."
Rubin continued: "You have to stay with simplicity and focus on your strengths and what your customers want"--sentiments that should help the store to celebrate many more anniversaries.--John Mutter