In September we made 274 sales. In November it was 268, practically the same. But revenue was over $1,000 more in November than September. The difference was in average spend per customer, which we call basket value.
We are getting to the end of the beginning of this bookstore journey. The big physical changes are mostly made. The books are less numerous, better quality, and more orderly. We have run a few events and hired out the space a few times. The space is ready for people. The question is how to get them along.
We post a book of the day on Facebook and on our website every day. We recently switched from posting to Facebook via the website to posting directly to Facebook. This means a little extra work: we have to create each post twice. But it turns out that content that we post directly gets nearly three times as much visibility on Facebook.
Is our shelf of Minette Walters going to follow me to my grave? Should we get in more literature or more self-help books? Or are books about dreams or crystals or gardening more likely to be the thing?
Our brand promise is Out of this World. One of the ways we deliver on that promise is through our instore environment. Right on Ponsonby Road, but a million miles away in hustle and bustle. Here is the original wonky walkthrough video I sent to Julie a year ago. And another version I shot just now (I walked a bit quicker the second time soz).
We have a clear goal for the bookstore: to increase revenues to the point where we can cover our costs with staffing for seven days a week. Roughly that means doubling revenue from when we took it over. One thing that makes it hard to know how we are going is the volatility in the numbers. They jump around rather a lot.
When we started we knew that the store lost a small amount of money most months, and did best in the summer. We knew that sales had been pretty consistent in the past couple of years, but were about three times higher ten years ago. We also knew how much the store spent and on what. And we had a good idea of what books were in stock. So how are we tracking, four months in?