Amarin goes for a facelift of Naiin stores
HAVING suffered a growth slowdown since last year's economic downturn, Amarin Book Centre has adjusted its strategy with a view to boosting sales by 8 per cent via the creation of a new experience at its stores under the concept "Everyone Reads at Naiin
To mark its 22th anniversary, the bookstore chain is encouraging customers to spend more time and money in its outlets by investing Bt30 million on store renovation to serve today’s consumer lifestyle.
“We have been suffering a slowdown in growth since last year due to people’s sentiment being affected by political instability,” Rapee Utakapan, director for retail business books at Amarin Book Centre, said yesterday.
He said sales at the chain’s Naiin bookstores since the beginning of this year had not been satisfactory because consumers remained cautious about their daily spending amid the continuing sluggishness of the economy. In addition, behaviour has changed due to the emergence and expansion of digital media, with people spending a lot of time on their smart phones and tablets, so the company has decided to try to get them to engage more in outside activities, he explained.
Rapee said social media and the Internet had naturally had an effect on in-store sales because of the easier access to information, but book collectors still came to the company’s outlets.
While the number of book readers is not decreasing, it is shifting to online channels, he said, adding that Amarin’s online bookstore had witnessed an increase of between 40 and 50 per cent in sales.
There are currently around 15,000 online titles, which are cheaper than physical books by at least 10 to 15 per cent.
“The renovation will not only focus on books, but also on lifestyle. The shops will be renovated with three additional zones: Kids Station, Tutor Zone and How To Corner,” said the director.
Kids Station will target youngsters aged up to six with books and toys, while Tutor Zone will enable students to come in and revise lessons.
Tutor Zone renovation work has already been completed at the Seacon Square Srinakharin branch, and the company is planning to revamp other branches in Khon Kaen and Rayong this year.
How To Corner, meanwhile, is for business-oriented people, and especially generation X and Y consumers, who are considered to make up around 50 per cent of the population, Rapee said, adding that the zone will be equipped with business books, including titles on management, e-commerce and stock investment.
“People of this age [Gen X and Y] are interested in running their own business and investment, so the company wants to serve their needs in this area. The store at Central Plaza Rama 9 will be used as the model branch,” he added.
Moreover, the company will provide each store with an assistant with the title “Book Mate”, while yesterday it launched a new mascot – a blue bookworm called Nong In – and an official Line account to engage with online purchasers.
By the end of this year, 100 branches will be renovated, which is expected to increase customer traffic by 30 per cent within 12 months. The company is also earmarking about Bt300 million for the renovation of branches and the addition of 100 outlets over the next five years, said Rapee. It currently has 200 bookstores.
The investment required for the renovation programme comes from the company’s capital and short-time loans, and Bt30 million has been allocated for this year’s development outlay. Naiin has 15 per cent of the bookstore market, a share that is bettered only by SEED.
