Hello all,

I know that everything is uncertain, making it difficult to predict and prepare for what will happen next. I also know that you’re all focused on your own stores right now and that perhaps my perspective, watching what’s happening at all of the stores, might be useful.

Although many stores are still open, others are closed to the public but operating behind closed doors by filling internet orders, offering delivery, and providing curbside service. Other stores are completely closed due to a shelter-in-place mandate in their county. These stores are now dependent on deliveries to customers from Ingram, either through Ipage’s Direct to Home or by Consumer Direct via their IndieCommerce site. Some stores are in between these stages, with states of emergencies declared and unclear directives. Regardless of the stage your store is at, start anticipating that it may be inevitable that you will find yourself in one of these other stages very soon. With that in mind, here’s advice from stores that are experiencing these later stages:

ONLINE SALES: Some stores are experiencing sales increases 10 to 20 times the norm. IndieCommerce sales are now double what they were at Christmas.

• If you don’t have an e-commerce site, contact ABA about free setup of an IndieLite e-commerce site along with 4 months of free IndieLite fees.
• If you have an IndieLite or IndieCommerce site, start training additional staff on processing online orders NOW. You can use Direct to Home on Ipage or Consumer Direct on IndieLite or IndieCommerce to have orders shipped directly from Ingram to customers
  
• If you don’t have an IndieLite or an IndieCommerce site, becoming a Bookshop affiliate is a good option and easy to set up.
• Switching to digital gift cards may be easier than selling physical gift cards right now. If you do continue to sell physical gift cards, bring some home with you in case you can send them out from home.
• Bring home any non-book merchandise that you hope to continue selling online: gift cards, t-shirts, puzzles, or other store merchandise that’s easy to ship. USPS, FedEx, and UPS are still considered essential at this time. They can still deliver and pick up to/from residences.
• Add the donation module that is now available for IndieCommerce stores, allowing customers to donate directly to your store.
• If you have an IndieCommerce site, note that curbside delivery is now a delivery option for your customers.
• If you are still serving customers through curbside pickup or deliveries, turn off the pay-in-store option so people can pay ahead via credit card.
• Tell customers if you are wiping down books and packaging before hand-delivering to their homes or for curbside pickup; promote that peace-of-mind.
• Encourage phone orders over online orders if you can still fill orders from your store. This may be more efficient and a better margin.

SHIPMENTS: Shipping information is fluid. Here’s what we know right now:

• Ingram shipments to closed stores will be sent back to Ingram, either immediately or within 9 days. (Carriers are saying one thing, while reality suggests the other.)
• Carriers may still attempt deliveries — even in shelter-in-place areas — so make sure to let your regular delivery people know what your plan is, contact FedEx or UPS customer service, put signage on your door to direct delivery people, and even install a wireless doorbell so that if you do have staff behind closed doors they know shipments are being delivered. If you will not be there to receive deliveries, let publishers, Ingram, and the carriers know. Alternatively, shipping to/from your house may still be possible even if commercial pickups and deliveries have halted.

STAFF: I know everyone is worried about their booksellers right now.

• Check out information related to layoffs, furloughs, and other human resources issues on the COVID-19 BookWeb page.
• Watch tomorrow’s update for information on mental health services and support.
• Encourage your staff to reach out to Binc.
• Lobby publishers for Binc donations.

DRIVING SALES:

• Add content to your website to make it easier for folks to find something to read — recommendations for the times, activity books for homeschooling, escape reading, etc.
• Use your social media to ask folks the last 3 books they loved then suggest a book (that Ingram has) with a link to buy

I know it’s daunting to think about right now, but stores should consider their plans if they need to be closed for several weeks. We’d love to hear your ideas as you prepare and we’re happy to share with members.

While today’s alert may not be the brightest spot in your week, let me sincerely reiterate that ABA is here for you. (And tomorrow’s alert will be on self-care and mental health support!) Please reach out if there is any type of support we can provide. We are an incredibly creative, resilient, supportive industry. We’ll get through this, together.

Best,
Allison