The illusion of opening a good book and immersing yourself in its story is unparalleled. 93% of Spaniards are very romantic and would not change the soft melody of turning pages that accompanies us while we let our imagination fly for anything.
At Casa del Libro they know this very well, they were the first to launch a eCommerce for book sales in Spain and they continue to innovate with a very clear objective in mind, that their customers can have a very bookish omnichannel experience..
Today we would like to introduce you to Javier Arrevola, the General Manager of Casa del Libro. In this interview he shares with us the moments lived after the first "post Pandemic" April 23rd, the most important day for all book lovers.
If you want to know how they have achieved 30% of their sales are online turn the pages of this interview and find out for yourself.
What is your favorite book?
The Shadow of the Wind by Carlos Ruiz Zafón.
What book is on your bedside table right now?
I have 2, Aquitania (Eva Gª Saez de Urturi) and Línea de Fuego (Arturo Pérez Reverte).
What would be your advice for choosing the next reading?
Introspect on the topics you like the most (historical literature, romantic, contemporary, essays, philosophy, etc.) and let one of our booksellers advise you, contemporary, essay, philosophy, etc.) and let one of our booksellers advise you.
A few days ago was the book day, how did you live the first book day of "semi-normality" after last year's confinement? normality" after last year's confinement?
For us it was both extraordinary and vital. These are the days that make it worthwhile to be a bookseller. Our excitement in the bookstores was matched only by the excitement of our readers. our readers. All expectations were exceeded.
Have you noticed an increase in readership since covid started?
Yes, it has been noticed. There are two fundamental factors, more time to dedicate to reading and a "feedback" in families and homes motivating this habit by a "feedback" in families and homes motivating this habit by a greater coexistence together. living together.
Related to this topic, were online sales able to compensate for temporary physical store closures?
Not at all, online sales increased exponentially, but the greatest weight of sales was in our bookstores. What we did boost was the online shopping of our bookstore partners, offering a fully omnichannel experience.
Your online adventure started back in 1996, many things have changed since then. then, how was the moment when you decided to go online?
We were the first web site specialized in books in Spain and one of the first eCommerce in the country, being pioneers in this regard. Since then, the entry of Amazon has changed the changed the rules of the game, mainly due to its infinite resources. This has made us evolve, thinking more about our readers, we have become the website of reference for the customer who is looking for a more "bookish" experience..
What % of your turnover corresponds to online?
Currently, 30% of our sales are produced through the eCommerce channel.
Some time ago you implemented a Marketplace in your digital strategy. What advantages does it offer you? what advantages does it offer you?
Being able to offer our customers the entire catalog, even if the product is out of stock at the time. out of stock at that moment.
You have enabled a part of the Marketplace for second-hand book sales, How did the idea come up?
Well, the idea comes for two reasons, one is to be able to offer a more affordable price, and the other is to offer products that are already discontinued. other, to offer products that are already discontinued.
In online sales the part where the bookseller recommends the book to you becomes more complicated, how do you compensate for the customer experience?
It is impossible to replace the bookstore experience, what we do is make our recommendations on the web. recommendations on the web. Recommendations from our booksellers through the site are updated monthly and we also send We also send personalized recommendations to the tastes of our members via email.
What changes have you incorporated in order to offer a real omnichannel experience to your customers?
Let's say we did our "omnichannel homework" just before the pandemic. pandemic. Attractive partner plan regardless of the channel, home delivery (24h) from our bookstores, in-store pickup from our bookstores, in-store pickup when buying on the web, and interviews and book book presentations through social media.
Apart from Mexico, what other countries do you sell to?
We sell all over the world, being Mexico, United States, Chile, Colombia and Peru, where we have the largest market. we have the largest market.
What are your short and medium-term plans for the future?
Continue opening bookstores in Spain, we have just opened in Santander, and develop our in Latam. our eCommerce in Latam.
Is a bookseller born or made?
Both.
Are you an epub or paper user?
Paper, besides being a romantic, I do the same as 93% of readers in Spain.
It was time to put the pause to so much screen to reconnect with the touch of the pages of a good book. Those that have the power to take you to another reality.
One of the things we most admire about Hivers is the desire to improve, that twist that takes them to another level. In this case we love how they have taken the opportunity of their Marketplace not only to improve their customers' experience, but also to give a second life to books that were resting on the shelf at home.
If you want to meet others Hivers and share with them moments of inspiration participate in Digital 1to1 and make networking quality with counterparts in the digital sector.
