WHAT INNOVATION MEANS FOR RETAIL

WHAT INNOVATION MEANS FOR RETAIL

 

Innovate or die! You have to watch out for Gen X & Y!

That's what I'm told on one side...

On the other, we have some publishing industry researchers suggesting that the book industry has a reasonably conservative customer base who will never move to a digital book format in a blind fit!

My view is that the truth lies somewhere in between. Finding the common ground requires an understanding of our customer base, and an investment in innovation to continue developing an environment or "village" that customers are comfortable with.

So who are our customers, and how do they obtain information in the current environment?

At present, we see our customers using digital support to explore and seek more information beyond the books they hold in their hands - they want to learn more about the author, how the product was created, and why the book was published - the essence and aim of the publication. Customers may browse online initially (where they can spend time exploring), before either ordering online or visiting a store to purchase (maybe after more browsing in store). As retailers, it is very important for us to facilitate this relationship of information sharing.

But change is afoot. The music industry provides a great example of where we are headed... all it will take will be an "iPod for books" that becomes socially acceptable to reach the tipping point where the digital evolution of books becomes revolution....

Currently it is mainly the tertiary education sector that encourages these changes. In the meantime, we continue to assess and overcome our biggest hurdles - the lack of development in digital and audio formats (and the limited range) and understanding the complexities of copyright issues in the digital space.

The time will come where you will be able to carry hundreds of books in your bag, and "read" any book with your eyes closed!

Don Grover, CEO of Dymocks

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