Canadian Retailer - Fall 2013 - 28

bookseller in their neighbourhood. If we don't
offer our knowledge, then we aren't doing our
job properly."
To enable staff to get the right book in the
hands of the right customer, however, requires
astute ordering. And that, Jesson says, is the
benefit of having Lynn Lockhart-a buyer who's
worked for the business for more than 25 years,
keeping Black Bond Books on the front lines of
what's happening in the book world. An ingredient that she says is "critical to our success."
HOW DO INDEPENDENT BOOKSELLERS COMPETE WITH LARGER
ENTITIES IN THE MARKET?
"Indie booksellers have to continue reminding people how important local business is. We have to show them the value in having local
businesses in the community and highlight the ways we give back to
the community. And, you have to be part of an association like RCC
to enjoy a collective voice on issues of concern. And, remember what
your focus is-the customer. If you do that, they'll come back."
WHAT ARE THE BIGGEST CHALLENGES BOOKSELLERS FACE TODAY?
"I think the challenges we face are the same as the ones independent businesses are faced with in general. But, Amazon is very much a
worry to everyone. We did something with our customers called the
'One Book Pledge'. We asked them to think about buying one book per
month from us instead of pushing the buy button at Amazon. We know
that they're buying from amazon. But if they appreciate having a neighbourhood store and a place to come and browse and talk about books
and they value our recommendation, we ask them to do this."
WHAT HAS CHANGED IN BOOKSELLING OVER THE PAST 50 YEARS?
"I think I've seen it all-the rise of the big box era, the rise of ChaptersIndigo, the general downturn of the economy, e-books. We just continue to innovate and know our customers. We have to. And, we learn
to coexist with our competitors and appreciate their strengths. We're
never going to beat Amazon, but we can certainly serve our customers
with more care and intimacy-that's what we do best."

Hands-on approach

However, it's Jesson's involvement in, and
enthusiasm for, the procurement process that
seems to be what differentiates Black Bond
Books from many of its competitors. In fact, just
before speaking with Canadian Retailer, Jesson had been overseas in England on a buying
trip-something that her mother started doing
in North America before her about 30 years ago.
"I travel throughout North America and the
U.K. to find special buys for my customers,"
she says. "These trips represent about 30 per
cent of our business."
On these buying trips, Jesson is often able to
find books that, for whatever reason, are available from publishers in mass volume and at
lower prices than could be found in the regular
bookselling market.
"It's been a huge addition to our business,"
she explains, adding that the real value is in
curating her own inventory. "I get to use my
knowledge of the product and the industry and

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canadian retailer | fall 2013 | www.retailcouncil.org/cdnretailer

of my customers to assemble an incredibly interesting inventory."
Jesson goes on to explain that being active
in the inventory process for her store is fun-
fun that she points out is not enjoyed by most
other booksellers because of trepidation that
pervades their decision-making.
"There's a real fear among the Canadian indie
market to do this because what you're buying is
non-returnable. They aren't willing to take the
chance. But if they actually did the math, they'd
realize that taking that chance is the key to their
potential success, and differentiation."
Giving back

Another way Jesson has ensured success
for Black Bond Books is through community
involvement and keeping her business top-ofmind among residents and visitors of the areas
that they serve. All of the store's 10 locations
regularly hold events in-store, such as inviting
local authors to come in to read from recent releases to promote their work. However, one of
the most meaningful ways Black Bond Books
involves the community is by giving back to it.
About 12 years ago, the store started its 'Feed
the Mind Project'-providing food banks in the
neighbourhoods that it serves with a bookcase
full of books. The books are available free of
charge to people visiting the food banks.
"It's amazing-because of our 'Feed the
Mind Project', thousands of books have found
homes," she says proudly. "Some of these kids
visiting the food banks have picked up their
very first book of their own from our shelves.
That's a good feeling and a great way to maintain that connection with the community."
By focusing on the customer, ensuring capable management and staff are in the stores
and on the sales floor, and maintaining a connection to the communities that it serves,
Black Bond Books have placed themselves well
to not only look back at 50 years of success, but
to look ahead to 50 more.
In fact, just last year Black Bond Books purchased the Book Warehouse-a 33-year-old
bookstore in downtown Vancouver-that has
allowed Jesson to broaden her store's customer-base and turn more people onto the value of
independent bookselling. And, she has no intention of stopping now.
"I'm still enjoying what I do," she says. "We
have a dedicated customer, a talented group of
people working here and many more years of
wowing our customers in us."

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Canadian Retailer - Fall 2013

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