A new year always brings a fresh start. But for bookstores, it may also bring the need for fresh stock. Unfortunately, many authors and publishers see high quantities of returns after January 1 as holiday overstock is sent back, and we at Greenleaf, too, usually see increased returns as the year closes out and a new one begins. And in an economic climate such as the one we’ve entered 2009 with—well, buyers and inventory managers have an even keener eye on excess and inventory that’s not moving.
If you’re an author, working with your distributor to coordinate marketing and publicity efforts can be hugely beneficial in reducing returns. Because many wholesalers’ inventory systems make stocking determinations based on the average demand for a title over a given period of time, it’s important to be consistent with your consumer marketing efforts. If the demand for a title dips significantly for more than a six-week period, the title may be automatically marked for return. And once a title has been blemished with a history of high returns, it takes a lot to convince a buyer to put that title back in a store.
So, be very careful about stopping and starting your marketing and publicity campaign, and communicate with your distributor about when and where demand may be high because of your activities in support of a book. Sustained, consistent consumer marketing—and keeping your distributor in the know—are the best way to combat a long and somewhat inefficient supply chain.
Tags: bookstores, buyers, distribution, distributor, inventory, returns, stock, supply chain, title
