When was the last time you bought a book?
For many Romanians, the answer is: I have never bought one. Marketing for an online bookstore, given the current socio-economic conditions, is certainly a challenge.
The book industry in Romania is going through a difficult period, influenced by economic and social factors, as well as unconventional competition from other distribution channels. In this context, bookstores are facing the urgent need to rethink their marketing strategies in order to survive and grow.
These strategies must balance a well-structured pricing and discount system with mechanisms for educating and attracting a young, undecided audience.
Romanians read little, and the perceived cost of books is one of the main obstacles. Studies show that many consider the prices of books too high in relation to their purchasing power, which makes reading seem more like a privilege than an everyday activity.
Romania ranks last in the European Union when it comes to reading. According to a Eurostat report, only 30% of Romanians say they read at least one book in 2022. Furthermore, only 2-3% of the population buys books regularly, placing us well below the European average. Additionally, spending on book purchases is among the lowest in Europe, reflecting both low purchasing power and an underdeveloped reading culture.
Additionally, data shows that in Romania, significantly fewer copies of books are printed and sold compared to other European countries. For example, the average print run for a book in Romania is about 1,000 copies, compared to 5,000-10,000 in France or Germany. This not only indicates low interest but also a lack of investment in promoting and distributing books at the national level.
The unexpected competition: supermarkets and digital platforms
A recent phenomenon is the expansion of book and school supplies sales in supermarkets or even through delivery platforms such as Glovo. These channels offer competitive prices and increased accessibility but reduce the relevance of bookstores as cultural destinations. At the same time, the online book sales focus on aggressive discounts, which further complicates bookstores' efforts to compete with large retailers.
Moreover, in the digital age, competition comes not only from other books but also from various forms of entertainment such as social media, video games, or streaming platforms.
However, initiatives like the BookTok BookTok phenomenon show that storytelling and emotional engagement can completely transform the way books are perceived.
The unexpected competition: supermarkets and digital platforms
A recent phenomenon is the expansion of book and school supplies sales in supermarkets or even through delivery platforms such as Glovo. These channels offer competitive prices and increased accessibility but reduce the relevance of bookstores as cultural destinations. At the same time, the online book sales focus on aggressive discounts, which further complicates bookstores' efforts to compete with large retailers.
Moreover, in the digital age, competition comes not only from other books but also from various forms of entertainment such as social media, video games, or streaming platforms.
However, initiatives like the BookTok BookTok phenomenon show that storytelling and emotional engagement can completely transform the way books are perceived.
What can we do?
To remain relevant and competitive, bookstores must constantly innovate. Here are a few key directions:
- Strengthening a brand identity: Bookstores can become more than just sales spaces by offering cultural experiences such as book launches, author events, or reading clubs.
- Digitalization and integration with current trends: Presence on social media with short video content, optimizing the sales process, and implementing newsletters and membership mechanisms, along with adapting to trends on TikTok or Instagram, can make a bookstore more attractive and accessible to the younger generation.
- Strategic partnerships and education:Events, fairs, and collaborations with cultural organizations to promote reading among young people can create a solid foundation of long-term readers.
- Emotional and viral marketing: Marketing campaigns can be focused on captivating stories or even humor and visual innovation.
What did we achieve through video materials targeted at a young audience?
In the first month, the traffic to the online bookstore we promoted doubled. The engagement rate also increased substantially. The ATC (add to cart) campaigns created from videos had a lower cost per result, and Reels attracted new followers on Instagram.
However, we ran into a new problem: many of those who commented had the same remark: "Your books are so expensive!"
In line with the market-specific percentages, approximately 10% of the ATCs resulted in a purchase. Compared to our ambitions, this was a wake-up call regarding the importance of a pricing strategy based on a thorough market analysis and the need for consistent communication through newsletters.
We laid the foundations for discount strategies and their promotion, after which we began to see new improvements. As we build a strategy that involves not only communication mechanisms but also pricing and sales strategies, we are targeting new customer categories and aiming to retain existing ones.
What did we achieve through video materials targeted at a young audience?
In the first month, the traffic to the online bookstore we promoted doubled. The engagement rate also increased substantially. The ATC (add to cart) campaigns created from videos had a lower cost per result, and Reels attracted new followers on Instagram.
However, we ran into a new problem: many of those who commented had the same remark: "Your books are so expensive!"
In line with the market-specific percentages, approximately 10% of the ATCs resulted in a purchase. Compared to our ambitions, this was a wake-up call regarding the importance of a pricing strategy based on a thorough market analysis and the need for consistent communication through newsletters.
We laid the foundations for discount strategies and their promotion, after which we began to see new improvements. As we build a strategy that involves not only communication mechanisms but also pricing and sales strategies, we are targeting new customer categories and aiming to retain existing ones.
Conclusions
We discover once again that building a long-term requires a holistic approach, aligned with market realities. This approach must integrate analysis and reporting tools, creativity, pricing mechanisms, and, most importantly, the ability to continuously adapt to change.
In a market dominated by economic obstacles and sometimes unfair competition, bookstores must become dynamic cultural hubs and invest in strategies that go beyond creative marketing. By integrating technology, building communities, and adapting to the needs of the audience, a bookstore can succeed in reaffirming its essential role in education and culture.