About R.J.
Julia
Is an
independent bookstore own by Roxanne J. Coady who found it in 1990 , this
bookstore located in the shoreline town of Madison, Connecticut. R.J Julia’s
mission is to make the book store a place where readers meet writers, where its
atmosphere is welcoming a chance of discovery, a place with a great ambiance to
select and merchandise books.
The bookstore
won several awards nationally, statewide and locally; Lucile Pannell award for bookselling excellence, Connecticut
Magazine Best Bookstore, Publishers Weekly Bookseller of the Year, the Advocate's Best Bookstore and the New Haven Business Small
Business Award.
The bookstore
host annually over 300 events which is an effective marketing strategy where
readers and writers meet authors from all over the country and from overseas who
are inspired a lot of people. The events schedule is available on the
bookstore’s website, so people can check early and arrange their time to attend
the event. R.J. Julia is engaged deeply in social media such as, Instagram,
Twitter, Pinterest and Facebook. #rjjulia is an Instagram hashtag which allows readers
to tag their books pictures, so they can read along with them.
This is one of
the behavioral marketing, that make people post the books they read so, the
bookstore can find out their favorite types of books; and marketers can easily target
them and sending them latest books and events based on what they like. On Pinterest, they
categories content in great boards such as, staff suggestions, what books they
suggest for teens, adults and kids. Also, they have great engagement with customers
by celebrating R.J. Julia 25th Anniversary as a Family Picnic.
Marketing
Strategies:
1.
Loyalty
Program: Loyalty programs is always a good idea and we all enjoy it as we
receive points and discounts due to it.
R.J. Julia Bookseller also has a loyalty card which is to be bought
by the readers for $25 annually. Which includes the following offers:
- 10% savings on every book in the store or online
- Two 20%-off storewide sales per year
- Email Bulletins with exclusive discounts on in-demand books
- The day you sign up they give you a coupon of 15% off on a purchase of a book
Café: The RJ Café also plays a key
role in their marketing strategy. It brings people to the bookstore. It also
attracts tourist who come to buy a coffee that also makes them buy a book. It
also attracts a lot of local customers. The café adds a great energy and a good
coffee aroma the bookstore. The café space also doubles up as an event space.
2.
Book
Club: Book clubs are organized every month and for every genre. The advantage
of the book club is that it promotes reading and encourages people to buy new
books after the discussions that take place in the book club there are also
more benefits like,
- 20% off Hardcover Orders
- 15% off Paperback Orders
- Opportunity for Free Advanced Reader Copies
- Free Reading Guides
- Occasional author visits- in person or via Skype
- Annual Book Club Soiree: meet with R.J. Julia owner Roxanne Coady to help plan your Book Club's reading selections.
Behavioral
Strategy:
·
Events:
R.J. Julia Independent Bookseller targets the readers and the writers through
the events they organize in their bookstore.
·
The
whole strategy is to get the writers to the events, so they can have more
readers coming to the bookstore as who doesn’t want to meet a person whom they
are a fan of.
·
This
increases more book readers to visit and buy the books from R.J. Julia
Bookseller.
Reference:
R.J Julia Bookseller’s website
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