Y’all Don’t Come Back Now, Ya Hear?
Monday, October 30th, 20063 Tips to Help You Deal with Returns
FACT: The average return rate in the book industry is almost 30 percent—and it’s close to 40 percent for mass merchandisers like Wal-Mart and Costco.
Behold the Publisher’s Paradox: One of the best ways to increase book sales is to roll out big supplies supported by big publicity. One of the best ways to reduce book returns is to aim for steady, consistent sales and to be conservative with supply. Can these two truths find a way to coexist, to live together in peace, harmony, and net profits? The honest answer is . . . well, let’s just say it’s tough. To better understand the relationship between targeted promotions and returns, let’s take a brief look at the buying process. continue reading
The history page on Simon & Schuster’s website proudly declares that its founders made it “the first publisher to offer booksellers the privilege of returning unsold copies for credit—a practice that revolutionizes the book business,” happily oblivious to all the anger and controversy their little invention has caused. 