In a recent entry, I discussed my reasons for securing a part-time job at a local Barnes & Noble store. I appreciate the comments and questions. Now I will share some answers, a little bit of my experience and my thoughts about that experience.
When I decided that I wanted the job at Barnes & Noble, I approached managers at stores in Boulder, Thornton and Broomfield, Colorado (All suburbs of Denver). I decided it was best to walk in and ask for the manager, rather than just apply online. It's ALWAYS better to meet a manager face-to-face so you can smile at them and so they can see who you are.
Neither Boulder nor Thornton were hiring at the time, so I walked up to the customer service desk at the Broomfield store and asked for the store manager. As it turned out, he was standing near the counter. I introduced myself and ask if he was hiring.
The store I worked at
I was glad to hear that they were in need of a part-timer. My timing was perfect.
I explained that I had my own business and wasn't in it for money. I just wanted to do something different one or two days per week. I didn't want any more than ten hours per week, maximum.
He handed me an application and said I should ask to have him paged when I was finished with it.
A job application! I hadn't filled out one of those in a long time.
Needless to say, I breezed through it in a few minutes, just as the manager was walking up to the counter. He told me that they had an interview process and that they would be in touch.
We spoke a bit longer about books, business and life. I let on that I was an author and a marketer, and that they likely carried some of my books in the store.
He looked at me and paused for a moment. Then he invited me back to his office. My application had been instantly turned into an interview.
I asked what needs the store had and he indicated the position would likely be customer service and cashiering, depending on the day.
We spoke for fifteen more minutes and he said there was no need to put me through the process. He extended his hand and asked me if I wanted the position. I said yes, of course.
My training took place over the next couple weeks. They put me through a self-guided cash-register training procedure, taught me how to use a PDT (a device for scanning barcodes to determine inventory and where a book is shelved) and brought me up to speed on how things in the store were done.
I was told that this particular store had a number of employees who had been there several years. They loved books and enjoyed their jobs.
Everyone at the store was very nice. I didn't encounter any problems with either managers or co-workers. And I was willing to do whatever was needed and asked of me.
My first few shifts were evening shifts spent at the customer service counter and doing "recovery." At the CS counter, you simply help people find what they are looking for, whether in person or by phone. I learned the layout of the store fairly quickly and was able to track down most books within a few weeks. Most of that layout is learned the last two hours of the evening during recovery. This is where you go through the store, pick up misplaced books and help them find their home (called "spitbacks"... gross...), and make the shelves look nice and full by facing books as needed.
I really enjoyed helping customers find what they were looking for. I'm a people-person and I would much rather deal with people than things.
That's why I really came alive when they put me at the cash register, which they refer to as "cashwrap".
Holding down the fort at cashwrap
Working as a cashier has been my absolute favorite part of being at the store. I get the opportunity to interact with customers as they check out.
You can learn a lot about people in the brief time you have with them. I always attempt to strike up friendly conversation and welcome each person. Sure, there are the grumpy people who treat you as though you are invisible, or that you are an obstacle they must overcome in order to proceed with their day. I get that. Heck, I've BEEN that person before! (A sincere apology to any store employee I have offended as a customer. I'm likely to do it again, but I'll try not to!)
Most people are warm and friendly, especially when you are warm and friendly to them.
It's great fun to see what books people are purchasing and enter into dialogue about the book.
Got a book on site-seeing in Hawaii? I've been there! Be sure check out the locations where they shot the show, Lost.
Snagging a copy of Fifty Shades of Grey? I'll let you know that buying the trilogy will net you one hundred and fifty shades in all!
Slipping a copy of Penthouse onto the counter? Um... how about we skip the small talk and I ask if you'd like me to put that in a bag? Uh-huh... I thought so.
I really have seen all kinds in just a few months.
In fact, I have created a list that categorizes the kinds of people who buy books at B&N.
- "They Come, They Eat, They Leave" - This is the person who is looking for a specific item. They enter the store, find the item, purchase it, and they are gone.
- "Tell Me a Story" - These are the fiction readers. Whether romance novels, thrillers, science fiction, horror or any other niche, they love a good story and absorb books like potato chips. You can't stop at one!
- "Keep it Real" - These are the non-fiction readers. There are so many topics of interest. Whether civil war buffs, gardening enthusiasts or music afficianados, these people read to get knowledge.
- "Shop 'til You Drop" - I enjoy the shoppers / gift buyers. They fill their basket with goodies for others.
- "For the Children" - Having been through the parenting of two children, I appreciate B&N's kids' section. Colorful and inviting, parents of all kinds enjoy coming to the store and stocking up on titles for their little ones.
- "The Bargain Hunter" - These people browse the store's large selection of discounted titles. There are some great bargains to be found! It's not unusual to check someone out with a stack of discounted title and nothing else.
- "I'm Just Looking" - These are the browsers. They enter the store with time to kill and no agenda. If a book jumps out at them, they might just buy it. I fall into this category more often than not.
- "Minnie the Moocher" - B&N has created an atmosphere that invites people to come and stay a while. Find a book, grab a seat and enjoy your time. There is a small segment of the population that treats the bookstore like a library. They read, but never actually buy anything.
Like many retailers, Barnes & Noble has a loyalty program. For a $25 annual fee, you can become a B&N Member. This entitles you to 40% off all hard cover best-sellers, 10% off everything else in the store and free shipping from BN.com.
As a cashier, it is my job to ask people if they are a member. If they are, I make sure they receive their discount. If they aren't, I have the opportunity to introduce the program to them and see if it is a good fit.
I'm sure the store would like to sell memberships to every person that walks in the door. But the reality is that not everyone would save money by purchasing a membership. As in all sales, the goal is to help the customer purchase something they would benefit from and NOT sell them something they neither need or want.
With a $25 annual fee, a person would need to spend at least $250 per year at Barnes & Noble in order to make the membership worthwhile. As I help people understand how they can save money over the long term, it becomes very simple to welcome them into the program.
I put my people and sales skills to the test while behind the cash register, becoming the store's #1 converting membership sales rep within a couple weeks. I must admit, I'd be disappointed in myself if I hadn't accomplished this. After all, I cut my teeth in direct sales back in the late eighties and early nineties. Surely I hadn't forgotten everything I had learned?
This is why it is essential to have outgoing, personable people at the point of sales. Smiling, happy people make customers smile and feel happy. Smiling, happy people leave the store with warm, fuzzy feelings, and more likely to come back again. There's a lesson here for all retailers, but I don't think it needs to be spelled out any further.
I understand why the store charges a fee for their membership program. Besides enjoying the profits from the membership fee, Barnes & Noble understands that people who pay for a membership have a vested interest in using that membership.
In other words, something given for free has little value just because it was free. When people pay for something, they are assigning a value to it and seeing it as a good investment. Amazon.com charges a steep fee for the Prime Program (which is worth every penny for me), so why shouldn't Barnes & Noble charge a fee for their program?
It's no surprise that retail sales were sluggish this past holiday season. More people are shopping online. The "big box" bookstore leaves a massive footprint overshadowed by massive overhead.
So how will the bookstore survive?
I think the store could make some aggressive moves that would position them to own larger market share and create even greater loyalty.
I could talk about reducing the size of the store, spending less on signage or being more aggressive with their promotions... but I won't. ;-)
Instead, I'll make two recommendations in case any B&N Execs read this and are open to a new perspective...
1) Drop the price of the loyalty program to $10/year. The trade-off for the $15 drop in price would likely result in a 300% increase in new memberships. The loyalty created from those new memberships is worth way more than the cash revenue from the membership itself. You want people to shop at your store? Make the offer irresistible.
2) Give cashiers responsible for signing up new members a $5 commission per membership. Apart from recognition, there is little incentive for a cashier to sell a membership. It may be important to the store managers, but most cashiers are there for their hourly wage. The position may be called "cashier", but it is actually a sales position. Cashiers should be trained in how-to sell and rewarded for successfully doing so.
Note to B&N execs: I am happy to consult with you on my observations and help you increase sales across your entire chain of stores. Fly me to your corporate headquarters and spend a couple hours speaking with me. It will be worth your dime and your time.
Proof that I worked at Barnes & Noble
I have more stories from the bookstore, but perhaps I'll save those for another post.
Have you ever worked at a bookstore? Do you shop at Barnes & Noble? Do you have a membership? Does this article make you want to try something different? Will Barnes & Noble corporate call me?
As always, I appreciate you using the social media share buttons at the top of the post. Please be sure to share your thoughts below!
Great story Joel and I'm sure the B&N Execs can learn a thing or two from you. I hope they read this because it can result in millions of dollars in additional revenue. Congrats on being the number one membership sales rep, not that I had any doubt that you could do.
Thanks for the inspiration !!
What you did is outstanding Joel. Congratulations!
That is what I call pure humility . Your story was really exciting and almost unbelievable for a financially successful entrepreneur to do what you did. There is a lot to be learned from your story.
Your post on working at Barnes&Noble is the most encouraging thing I've read during the past few days. Especially so, since one of my major income sources was terminated last week when a long term client elected to do their own graphic design and maintain their own website and social media. As an octogenarian still supplementing Social Security income with part time Inrernet activities, seeking to actually work for someone again, that is - looking for a job - is a bit intimidating. But, if Joel Comm can do it for a lark, I know I can do it, too. Thanks for your timely story.
Great story Joel. Eventually someone will know or recognize your online marketing Guru status. I am sure the BIG-WIGS will want to know more.
You bring out some important facts about salesmanship. I too work as a cashier and know exactly what you have gone through.
BTW...what are you going to do with that check once you cash it. Buy groceries, gas, take your wife out to eat. What about charity?
Great post...you always make me think and smile?
Paul
Great to see you get back face to face again. I too worked at a GNC store for over one year just for the fun of it. We had many quotas to meet unlike your BN job. Retail is so tough to profit at and then the wall street execs. tend to drain most of the profits too. They aren't actually interested in profiting the chain in the way we would think. They want to make more revenue to pass on to the stock holders.
M
Joel,good detective work and analysis.
Obvious,but common sense is not that common. The $10 vs $25 is right. They might disagree on the perceived differential but when you add the psychological value of the deal and the fact that once in store many people either impulse-buy or prowl around and find something they like, it's smart. They should call you.
Interesting article. I just let my B&N membership expire after about 10 years because I couldn't justify the cost anymore. I actually should've canceled it years ago since I shop significantly more on Amazon, thanks to Prime. I would have renewed at $10 and think the commission idea is a great one.
Did you work at the Westminster store? How long did you work there and why did you leave (assuming you did)?
How fun? I love books and book stores. I still miss Border's even though I have become a big fan of the Kindle. So anything you can do to save Barnes & Noble would be greatly appreciated.
I hope the execs at B&N follow your lead and spend sometime working as a cashier at one of their stores. I wonder what they would learn about their customers.
Joel you keep presenting us with new inovations and great ways to learn. What a great story!
Hi Joel,
Timely post for me because I worked in a local Colorado B&N store during the holidays. You are RIGHT on about giving ME (the 'Bookseller' aka cashier) a reason to sell the membership. One day I sold six memberships but my minimum wage paycheck didn't benefit. Maybe a token B&N $10 gift card or something like that?
I loved cashiering and loved to see the amazing amount of items cross my path. Books, puzzles, cds, calendars, toys ...oh the toys and magnets, cards, mugs, magazines and on and on. And to interact with a wide range of people. That was the best part - the people interaction!
I'm glad I was hired and had the opportunity to work there this past Christmas. It kept me busy and introduced me to a world I always wanted to visit. Now I can say -- "Done that..."
Hi Joel
This was way and above the best post from you in a long time! I could feel the place living and sense the interactions - it was lovely!
I'm an avid reader too and loved your categorisation of the customers. Having migrated for the past fourteen months to a Kindle, it helped me reminisce about my life in book stores! And I've been into a few B+N stores in my trips to the States.
Like others I also fully support your views on the reduction of the annual fee, as it makes so much more marketing sense!
And I hope they take you up on your offer!
Kind regards
John
Joel,
This was the coolest read I've had in a long time. My wife and I sat down and read this post together as we giggled (especially about the Penthouse comment).
This was a super cool experiment Joel!!!
It inspired me.
David
Joel,
very inspiring post, checking your blog quite after some time (years?)
Nice to read an inspiring post on a Monday morning :)
Thanks
Jay
Mr. Comm, ABC Entertainment is on line 2. Something about "Undercover Consultant."
Well done, sir. On many fronts.
I too worked at Barnes & Noble almost 10 years ago and I loved every minute of it. Your experience sounds a lot like mine! At first I thought working at Barnes & Noble would give me plenty of time to browse the shelves while I worked, but it turns out there's never time for that while you're busy helping customers and doing recovery! I think your recommendations for reducing the cost of the loyalty program to make it truly irresistible, and rewarding top sales associates with cash incentives are brilliant and would make a huge difference in sales.
I personally choose not to participate in the Barnes & Noble loyalty program, primarily because of the $250 I would have to spend to recoup my initial $25 membership fee. It's not that I don't already spend that much (or more) per year on books, but I typically save even MORE than 10% when I buy books through Amazon.
I wonder if B&N will reach out to you. Would be foolish not to. It would make a great story for them to share and they could learn from your experience.
Great advice about the membership prices. I think those marketing online with membership sites can learn from this as well.
Hi Joel,
I too fall in to the same category 'just looking'. You got nice ideas to enlighten them Joel. When you meet the execs... tell them to open their stores in India too. That would be great.
Hey that was encouraging. One of my businesses involves direct sales. Eco friendly product and membership. Household, health and beauty, food etc. What are your books I'd like to go peruse the Sheridan store and see if they're worth buying.
It'd be great to hear some of your adventures face to face! ESP for this new Internet marketer!
Joel...
You are def one of the greatest and I appreciate your posts... and you are absolutely right... which is why I preferred borders over bn their loyalty program was free...and I'm everyone of those customers you mentioned. I had been purchasing my books from amazon since about 99 but. I would sometimes go get a cup of coffee and grab some books to scan through to see which I actually wanted. Some I would buy from amazon but if I didn't want to wait I would get them while there and I would often take my daughter so she could pick out books and read them as well and then let her pick one or 2 to take home.
You are right on target! Now we will know if they institute what you said above without bringing you in... what a shame but we will all know where it vame from... maybe they can use that store as a test market.
Great post. As an author too, I often think how cool it would be to work in a bookstore. I think we bring a different perspective to selling and promoting books. Your idea to reduce the loyalty program fee is valid. I would join then. I have never worked retail but know it would be challenging. I look forward to meeting you at Ray Edwards' Arizona Bootcamp.
The post is great, but the last paragraph "Note to B&N execs..." wasn't necessary, I think B&N execs will anyway consider seriously your post just because who you are, and if they call you you would be in a position "Hey you call me, then I think bla bla ...", but since YOU are the one asking to be call that lowers your position a lot. It gives the impression that the whole point was to just get a better job inside the company and you are using your popularity to get it and with conditions.
Anyways it was nice to read it. Inspiring.
Cheers
Sergio
I'm glad to hear about your experience and that is was overall very positive. I love B&N and my NOOK Color!! The customer service has always been really good. I am a member, but the $10 fee makes much more sense to me. I will drop the membership next go around if the price isn't reduced by then. I very rarely ever go into a store, so I can't take advantage of most of the specials since they don't include Nook books. I do appreciate their Nook Free Fridays and have downloaded and enjoyed some of those choices. Thanks for your insights and posts Joel!!
Joel,
I remember when you lived in Edmond, OK right down the street from my office. You may not remember our phone call, but I do.
I could spot your genius then and it shows even more so now.
I think what you did was pure genius!
I remember chatting with Tony from Zappos at SANG about the value of understating the timeline experience of customers and seeing it as close as possible from their eyes. You essentially did the same. Like David Frey said: "you inspired me" too bro.
One question. What was your intent or goal from this obvious experiment? Was it to gain attention or find a "hack" to gain corporate influence specific to B&N?
Thanks again for the inspiration and excellent read.
Remember... be a servant,
Cory Boatright
Hi Joel,
This was really inspiring! Thank you for sharing this experience with us!
I belong to the same "just looking" category, but many times end up buying books.
I am from Canada, but every time my wife and I visit the US, we make sure to visit at least one book store. We used to have an "irewards" card at Chapters - a big book store chain in Canada, but they raised the cost to $35/yesr, so we decided not to renew. I am sure the big bosses at Chapters could also learn something from you.
Thanks again,
Val
Very cool, Joel... And by the way, you're looking very svelte.
We don't go to B&N a lot anymore, but I used to spend time there, just so I could walk past my books on the shelves. :)
Naw... I love their sales! At least I used to. I'm afraid that even a die-hard hardback book person like me is shifting to electronics. I buy Kindle books now or Audible's, even if we have the physical version in the house.
But every now and then, I just have to sneak in and buy something real.
And I understand that Stephen King hangs out in the Sarasota store sometimes in the winter season. I've never been there at the right time. Drat!
Great post Joel- and kudos for taking the sabbatical too (huge decision).
I spent 10 years in the book industry (one year at B&N) as a cashier, store manager and district manager. I always said it was probably the best retail to be in!
Your point about the membership price drop made me instantly think about Costco and how they make a significant portion of their revenue from the membership, which is all of $35 (although I like the executive membership to get in earlier and get cash back... maybe B&N could offer more value like this?).
My guess is that the execs are clinging tightly to the price point because of the impact of Kindle & digital publishing.
Enjoying watching your journey.
Great idea Joel, and as usual, you did it rather than just think about it.
Joel,
Those were great suggestions for management. I've found that if you give people more incentive, you end up better off.
Can't wait to read chapter 2.
Very nice story Joel, you have given me some ideas as I to am freelancing currently. I am managing several family owned Mexican Restaurants here in West Palm Beach and trying to learn the whole customer experience. This while also maintaining some of my WEB properties.
Joel,
You sir, are a "Gentleman & a Scholar" for your effort and enthusiasm at Barnes & Noble...
You really simplified several Key Points for success in several areas, including:
- Approaching a Potential Employer for Work
- Analyzing the "Type of Customer Served"
- Recommendation for Increasing Sells
- Increasing Cashier Contribution to Sells, while being handsomely rewarded with a $5 pay per sign-up BONUS!!!
- How to "Open the Door to Corporate Execs" to invite you for a valuable Insider's View & Consultation" with recommendations for increasing Profits (from a Best Selling Author).
Joel I've got to give it to you... You've got to be "My Brother from Another Mother" because I would have done everything the exact same way!
Thanks for sharing your (OUR :-)) great experience at B&N... It was well worth the effort!
Take care!
Dr. Michael (The D.O.C)
"Keep On, Keeping On..."
By the way...
I signed my first 3 Book Contracts with a Major Publisher, at a Barnes & Noble in Grand Rapids, Michigan, and i have written a great deal of 8 of my books at B&N locations in different parts of the US.
I will forever be indebted to them for providing a Comfortable, Friendly, Warm, environment for a wide variety of readers.
I'm on my way to B&N, in just a few minutes to put the finishing touches on a manuscript, as soon as I finish this response.
What a great idea! You got to try some of your old skills so the adventure was a refresher course. You had the opportunity to try new concepts so your job was a research and training ground. Having followed you for several years now, I feel there is a book or other business opportunity in your future. Thank you.
The $5 commission per membership sold should be shared with all associates. People are buying the complete experience. So everyone would be motivated if they knew they would be getting a share of the new membership pool.
Thanks Joel for the interesting post. I am almost embarrased to say that while I really enjoy browsing through my nearby BN and think of it almost like a great, neighborhood hardware store, I actually do my browsing in the Business Section, see what interests me, write down the information about the book (that is how I initially found YOU), and then place an order through Amazon to save the bucks. I purchase about 20 to 30 books a year to help me improve MY busines efforts, and find the savings necessary to maintain that purchase pace. If BN were to extend discounts on HB and Paperback in all categories, as Amazon generally does, I would happily shop locally in order to support the Brick & Mortar establishment and the local economy and staff.
Pretty cool
Maybe I could apply for a part-time job at different Churches around Lakeland... now that would be an adventure!
Thanks for sharing!
Fr. Wade+
It is great to read about your customer service experience at Barnes & Noble. The true mark of success for any business, brick and mortar or online, is its great customer service and how we relate to our customers. Any business must offer products of great value, but it's the customer service that builds long term customers.
It was very enjoyable to read about your great experience, it helped to give me a personal boost. I have now been unemployed for 3 weeks from my sales consultant and customer service job. My employer's store closed after 27 years and ended my 6 1/2 years employment. You are familiar with this store, Quail Springs Mall Sears. I originally started this job to support me while I built my online business. I enjoyed many of the same customer experiences you have described.
Looking forward to your future exploits and your sharing the same.
Thanks Joel for an interesting post. Bring back some memories when I was working in retail and the mixed bag of people I got to meet.
Great post. I made it a point to make sure my kids spent some time working retail or food service. One was a waiter and one a Walmart cashier before going on to their careers. It changes your perspective permanently. You'll never be the same as a customer after that.
You are the 'Real McCoy' and always a fountain of inspiration for great ideas. Thanks Joel.
P.S. If BN Execs don't reach out and at least open their minds on this - they should be replaced.
I don't know how I will have react if I had run into you at a local B&N just the thought of it cracks me up. I am in the Denver area. I notice there is a lots of new books on social media and entrepreneurship. I usually look for the Network Marketing Business Journal most store you can't find it...I read it for the news content who gets sue etc. Sometimes you meet network marketers trying to recruit you I go to the one downtown on 16th street mall.Once when I was living in Pueblo, I was reading a book about Hockey and got an emotional connection (strong feeling) after seeing a picture of Phil Esposito. I got the idea of meeting with the avalanche at The Old Children's Hospital in Denver I met with the players and specially Ray Bourque that I mistakenly call Phil Bourque...I told him to go and Win the Stanly Cup and He did! We met in front of the door where my daughter had a bone marrow transplant. He was very Kind Humble and interested in the subject. We are both from Montreal."I should have spoke to him in French"...We just celebrate Joelle 26th Birthday Yesterday! CIAO!
thank you joel for your observations. Your article was fantastic and your "great experiment" was a dose of fresh air. I will look forward to more of your unusual posts. jm
We as a family would visit Borders on a regular basis before they shut the store down. The Barnes and Nobles was a bit too far.
Nothing but fond memories of sipping hot cocoa and deciding what book to bring home.
I buy a lot of books, and some of them at B&N. I'm the kind who knows what I want, I go there and get out. There is a Texas Longhorn steakhouse next to the B&N, so I like to have lunch there when I need to travel to the bookstore. I buy from Edward R. Hamilton, Amazon, and Abebooks. I agree that the yearly B&N membership fee is too high, and I don't get it. There was a nice bookstore in Fairborn that went out of business because the owner couldn't compete with the Internet. I have a house full of books that I don't have time to read, but still I buy more.
Great work Joel. You were doing the role of undercover boss except its not your company. How kind are you.
I was a bookstore employee at Biblia - part of the Danish Bible Society for about 18 months. It was a nice job, and given the fact that I had some previous religious experience in a religious group known as Armstrongism, I was well-versed in various Bible versions so when students in theology needed a specific translation or asked about Bible versions it was interesting to dig up some of the knowledge I had accumulated.
Not a typical bookstore, I know. :-)
My main field of interest is indeed also in the customer service aspect of things, and you are quite right in mentioning the strong points that could improve businesses. Because there is a very real threat in one online bookstore. That is Amazon.
Once people have tried Amazon they keep coming back, and that should bring any bookstore manager into his most creative moods. If you want to survive in that business you need to provide something an online service can't do. Otherwise you just won't survive.
I have worked in various positions in bookselling since 1973 - working at B&N has been an experience unlike any of those (I worked both retail and wholesale, independent stores and chain), except for the 5 months I spent working at a textbook store/distributor, which wasn't the book business at all. I am continually frustrated by some of the practices at B&N, which other employees seem to think just fine (such as not leaving a copy of a book in its section when it's on a promotion - WTF? - I have to remind myself that few of them ever worked in a 'real' bookstore which required them to actually think and not refer to EPlanner or a Plan-o-Gram#. B&N is the only bookstore I've ever worked at in my life that I often can't just put my hand on a book without having to search high and low for it. When I first started worked here a co-worker was looking all over the place for something - I asked him what he was looking for, and he told me he was looking for 10 copies of the trade-sized edition of WICKED #Gregory Maguire# - I thought this was absolutely insane, being not only unable to find 10 copies of ANY book, but 10 copies of a book the size of WICKED!!! Guess what? I know better now.