Bookselling is an activity that has been in existence since time immemorial. It can be described as the business of selling books either by the authors, or other selling agents. Long before globalization, the methods of selling books were inconvenient and unreliable as compared to today. Major developments such as the internet have influenced the activity of selling books worldwide.
The internet can be defined as means through which information is passed through an online system within a set of interconnected computers and other communication devices such as mobile phones. This mode of communication provides a faster operation of selling books.
However, the internet based book sellers require a lot of techniques to enable them to perform well in the market and to move with the growing levels of competition (Hennessy, 2000).
Customer management systems are key factors in the business of selling of books. An online book selling business is a great source of income and that is also easy to manage. A stable online bookstore is needed in order to establish this business. One advantage of an online book store is that through it, one is able to reach more clients as compared to when doing it manually.
Hennessy (2000) explained the various factors to consider while setting up an online bookstore. One such factor is the need to decide on a suitable name for the book store. The name should create a good impression to the buyers. Secondly, it is important that the business provides efficient communication with the buyers, and invests on the best methods of posting. The selected posting methods should be economically beneficial.
Online book stores offer great services to clients and cannot be compared to the old book store selling. The main benefits of using this method of bookselling are that it saves time and cost, and through it, clients are able to easily access required books and services without having to visit the stores.
Customer satisfaction is a major factor in each business; hence, every business requires proper management systems to ensure good customer relationship (Daniel, 2011).
For a large internet based bookseller, proper measures must be put in place to ensure effective customer relationship management (CRM). There are various planning methods that should be applied. Having studied business, I would develop a better plan for business conducted through an electronic system, and which is also known as e-commerce.
This involves various modes and processes that include; mobile commerce, internet marketing, online transaction processes, electronic data interchange, data collection and inventory management systems. Google analytics feature in each of these processes.
Google analytics is a service that is offered by Google team to generate accurate statistics about a website’s traffic and their sources. Mainly meant for marketers, the service is a commonly used website for statistical services (Mould, 2006).
As another way of promoting effective CRM, I would consider planning on aspects such as economic forces. This is all about economic efficiency that results from the cut costs of communication. This can best be done by ensuring that electronic transactions are faster and more economical to the clients.
Daniel (2011) showed that by engaging in cheaper but advanced modes of advertisement, it is possible to provide cheaper means of quality customer service. This is an effective way of ensuring maximum profits in the business. A good example is the use of a cheap communication network that will attract customers who avoid high telephone rates.
Economic integration includes external assimilations of stakeholders that include; corporation’s network, clients, suppliers and contractors. Internal assimilations include department networks. In this system the information about the business is stored digitally. The internet is the key medium in all these processes.
The other factor to put into consideration is the market forces. Marketing through e-commerce is the best way to venture into international markets. This can be done advertising books through the internet, a venture which allows clients to research and view the books before buying.
Another important consideration would be technological forces that involve the enhancement of the information technology systems. The book sellers and the buyers should have one information provider to reduce the costs of communication (Daniel, 2011).
Customer data is very influential when integrated with Google data. This means that the technology used to serve the customers is needed for setting up and maintaining accurate representation. This is only possible through the use of suitable software that will control and manage the online sales.
The software should be easy and friendly. It is an inventory that should be well designed to enable quick data entry. A good inventory should have the competing power in the market an aspect that can only be attained through the use of reliable and efficient software (Trachtenberg 2010).
Billing is another essential factor while selling books online (Daniel, 2011) and through which CRM can be best improved. This is whereby online transactions are made. There are several ways through which a client makes payment; through the use of credit cards, debit cards, cheques, money orders, bank transfer and many more.
In relation to billing, I would ensure that I offer a wide range of convenient options of payment. This would offer a flexible and reliable opportunity to the clients. On the other hand, I would ensure that proper measures are taken while approving the payments through the installation of efficient techniques and technologies for the task.
Shipping costs can highly affect the business of selling books if not handled properly. An online retailer should charge the shipping costs as part of the book price. This is a good strategy of keeping the costs low and of ensuring sufficient profits. As an economist, I would ensure the promotion of the least packaging prices. Since books are not fragile, I would not recommend for very protective packaging.
If the books are many, I would recommend the use of bulk shipping rates. Inexpensive packaging will help in saving costs, and in turn help in increasing the profits. By doing all this, the customer quality expectations must be fulfilled. Damaged or poor quality delivery can lead to loss of business and clients (Trachtenberg, 2010).
It is a fact that the core factor of every business is to make profit. If the shipping data cost is too high, amendments should be made to promote cost reduction. When Google data is compared to shipping data, there should be a positive outcome showing that the business performance is progressive (mould, 2006).
Just like in any other business, online book selling requires that the business stays above its competitors. This is by itself a great way of ensuring customer satisfaction and retention. One way of doing this is by keeping up with the current market.
This will help in setting up realistic targets of the business, using updated technologies, avoiding the mode of payment methods that fail consecutively and promoting a variety of customer service approaches like special offers, discount rate and reduced prices (Daniel, 2011).
In Conclusion, the online book selling business can be termed as a great investment but with a lot of competition. The challenges faced by booksellers are minimal and can be handled systematically.
The internet has become a stable mode of communication and with the ongoing developments, it is expected that all processes involved in the book selling business be upgraded and implemented in such a way that they enhance effective customer relationship management (Hennessy, 2000).
References
Daniel. I. (2011). E-commerce Get it Right: Essential Step-by-Step Guide for Selling & Marketing Products Online. Insider Secrets, Key Strategies & Practical Tips – Simplified for Startups & Small Businesses. New York: Neuro Digital.
Hennessy, A. (2000). Online Book Selling. New York: Time Warm Publishing.
Mould, M. (2006). Online Book Selling. New York: Michael Mould.
Trachtenberg. J. (2010). E-Books Rewrite Book Selling. Media & Marketing, 10 (2): 13- 17.