In fact, the greatest marketing appeal that smaller, privately owned bookshops have, is just that; unique charm and a way to connect. Connections are missing from many aspects of modern urban society, and what a perfect way for marketers to take advantage of a rather captive psychographic audience than to utilize an idea paradigm in which people are wanting to come together to share their own thoughts (Webb, 2012). In one of the most successful enterprises of the late 20th century, Starbucks has proven this to be true. Culturally, this entrepreneurial spirit is accentuated by the Starbucks model believing that each of its shops (outlets) is the "Third Place," for people to spend time (first place being home, second being work)(Schultz, 1999, intro).

This is the marketing message for the bookstores -- be unique, find a niche, and become more than a bookstore,...

Offer classes, seminars, feature book clubs, speaker forums, become part of Schultz' Third Place -- a place to discuss ideas with others. Certainly, the marketing opportunities abound, and it would likely not hurt to offer value added libations as well.
WORKS CITED

Ensor, DA. (2005), Introduction to Marketing Concepts, London: Butterworth.

Rosenthal, M. (2010), Book Sales Statistics, Retrieved from:

http://www.fonerbooks.com/booksale.htm

Schultz, Howard (1999), Pour Your Heart Into it: How Starbucks Built a Company One

Cup at a Time, New York: Hyperion.

Webb, C. (February 13, 2012). New Chapter for Bookshops. The Age. Retrieved from:

http://www.theage.com.au/entertainment/books/new-chapter-for-bookshops-in-greensborough-20120212-1szqm.html