We've all stood in long lines at Shaman Drum Bookshop for an obscure copy of "The Grapes of Wrath" only to find it sold out. They may, however, have more in at the end of the week. The thought of spending the last fleeting days of summer standing in a line trying to look cool is enough to bring cold sweats to even the most salty English major. But students tolerate the system because there is no alternative to buying required texts. That is, until now.
A startling influx of Websites target the college book-buying public. From bigwords.com to varsitybooks.com, the chances that you'll find the book you need for Intro Composition are pretty good. Students must choose between cost and convenience. Are the few dollars and minutes saved worth more than the convenience of having our books right now?
Many students overlook the importance of supporting a local bookseller. Independent stores like Shaman Drum have played an important role in the University community over the years. These same independent businesses stand to lose a substantial amount of money to the Internet-based companies.
Because the vast majority of bookstores in and around Ann Arbor rely on the student population as their core customers, students defecting to online booksellers could seriously hurt the bottom line. The Internet-based booksellers haven't quite found their niche with students yet, but that may change as they respond to student comments. Many still prefer the ease of returns and credit card security that local stores offer. But if the Internet bookstores adjust their sites to meet student critiques, the implications to local stores are staggering.
Local booksellers routinely sell their wares at retail prices, allowing them to pay workers, cover the huge overhead intrinsic to carrying college textbooks and maintain a profit. The online stores, which sell to multiple campuses, are able to keep both overhead and number of workers low. Thus, even when the sites don't charge for shipping, online stores can charge less than local stores - albeit only by a few dollars.
Student loyalty can be fickle at best. Merchants who have provided excellent customer care to students and support to faculty face a serious threat. The tide is, it seems, irreversibly turning to the Internet.
But don't expect traditional bookstores to stand idly by and let fate take its course. To better compete with Internet booksellers, Shaman Drum and Ulrich's have also added online services. Students can reserve books on Ulrich's Website so they can pick up books and head to the checkout while Shaman Drum is offering another option. Students can actually purchase books with a credit card at shamandrum.com and pick them up the next day without waiting in line.
Other book stores should follow their lead. Although they face pressure from increased competition, book stores have stepped up services to give students more options. Online options will help preserve stores' customer base. In the end, the seller that provides the best customer service will most likely reap the most student dollars.
09-20-99
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