‘We don’t use algorithms...we use our brains’ indie bookstores in CT say
R.J. Julia Booksellers in Madison offers Zoom tours for customers to browse their shelves in addition to traditional phone and email orders.
A bookstore is often a destination business, thus attracting a loyal following. Among popular independently owned bookstores in Connecticut is R.J. Julia Booksellers in Madison, celebrating its 30th anniversary this year. “It’s been an interesting year to put it lightly,” said Liz Bartek, marketing manager.
“It’s also been really amazing because we are very aware of the fact that it’s been a challenging year for many retail businesses, including bookstores. We have felt extremely fortunate that our customers have really supported us during this time.”
R.J. Julia Booksellers in Madison offers Zoom tours for customers to browse their shelves in addition to traditional phone and email orders.
After closing for a few months this spring, the store still saw customers placing orders online or phoning in their orders. When the store did reopen, customers were happy that social distancing protocols were taken seriously, she said, “And if they’re not comfortable coming in, we offer virtual appointments where we are quite literally taking people on Zoom tours through the store, as well as usual methods of phone and email,” she said.
Like many other bookstores, R.J. Julia’s is well known for its author events schedule, which has gone digital, replacing in person events with virtual ones. “Customers know we are still trying to bring writers to them, to provide new and exciting ways to meet their favorite authors,” she said. “We have done a lot of pivoting over the last nine to ten months and our customers have come with us so we are really lucky.”
Breakwater Books is located in Guilford.
One town over is another longtime bookstore, which has been around for nearly 50 years, Breakwater Books in Guilford, which Richard Parent and Paul Listro bought a year ago. The store already had a strong following but to compete with the growing online market, the new owners expanded its offerings, adding science fiction, graphic novels, romance and classics sections.
Breakwater Books is located in Guilford.
Making connections with customers also sets them apart from e-commerce sites. “People crave that human interaction in a bookstore that you can’t get at Amazon. People like that they can come in and discuss books with us,” Parent said.
Often, customers can become ambassadors of sorts, not only spreading the word about the bookstore but sharing leads on good books. “A woman just came in and told us about a book she bought from us and thinks that we should be promoting this book more. Customers call and if we don’t have a book, we order it for them but then we also look at the book and see if that’s something that we should be carrying.”
Bank Square Books in Mystic typically hosts more than 300 author events each year.