Materials Merchandising: Boost Your Circulation!

Rebecca HassShayna Siegel

March 24, 2011

ObjectivesLearn how merchandising and displays can create an inviting environment and feature your collection.

– Use displays for Reader’s Advisory– Be convinced that displays will increase

material circulation.– Learning fundamental display design

guidelines– Learn retail techniques to merchandise

your collection.

Bookstores

Libraries

Advantages of Display• Highlights features of your collection and

the community• Standing source of Reader’s Advisory • More inviting environment

“Displays are part of the joy of libraries… and change the library from a warehouse into a place of interest.”(Moore, 1997)

• Allows input/creativity from staff

Moore, M.S. (1997). Book display as adult service. Journal of Educational Media & Library Sciences 34(3). 263.

Why?: It’s All About the

Motivations to Display

Bookstore Sales

Libraries Community Usage

increase

increaseCirculation

increase

increase

Profit

Funding Continued Existence of the Library!

increase

increase

Understanding Floor Plan Layout

Typical Big Box Bookstore Layout– Display Tables– Bestsellers/New Books– Endcap Displays – Faceouts– Use of Shopping Bags– Cash/Wrap or Point of Check Out

Display Tables

Bestsellers/New Books

Endcap Displays

Faceouts

Average circs per title during study period

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

Spine out 2.58 Face front 4.70

Nu

mb

er

of

Cir

cs

Face-outs: Sarah P. Long Study

Long, S. P. (1987, Fall). The effect of face-front book display in a public library. North Carolina Libraries 45. 150-153.

People do judge a book by its cover, especially young adults

Jones, L. A. (2007). The Great Cover-up. School Library Journal

Shopping Bags

Quick SurveyHow much does circulation increase when an

item is placed near the circulation desk?– 3-10%– 30-100%– 300-1000%– 3000-10000%

Circulation Increase

Baker, S. L. (1986, July). The display phenomenon: An exploration into factors causing the increased circulation of displayed books. Library Quarterly 56. 237-57

Cash/Wrap or Point of Check Out

Pratt Cafe

Ideas for a Library

Assignment: Determine Your Traffic Flow

Extreme Library Makeover• Mount Laurel, NJ library• Implemented low-cost, high-commitment retail

merchandising solutions 2003-04.• 39% circulation increase

Bernstein, J. E., & Schalk-Greene, K. (2006, April). Extreme library makeover. American Libraries36(4). 66-69.

E-Merchandising: Kiosks/Monitors

Sullivan, M. (2010). Merchandising your library resources. Teacher Librarian, 38(2), 30.

E-MerchandisingSocial Media - monitor and promote!

Starred Reviews in the Catalog

Featured Booklists

Sullivan, M. (2010). Merchandising your library resources. Teacher Librarian, 38(2), 30.

What to Avoid….

Creating Effective Displays and Signage

• How to maximize display effectiveness?– Timeliness– Eye catching

• What makes an effective sign?– Visibility– Legibility– Simplicity

Display Guidelines

Display Guidelines1. Determine location 2. Determine topic and audience 3. Check catalog for availability

4. Pull books and examine for visual appeal 5. Sort books by size 6. Visualize shape of display 7. Distribute books by size, color, & cover design 8. Stand back and look9. Keep an eye on it

1. Determine location

Glenwood Branch, Howard County Library

Use a book truck for your display

2. Determine Topic and Audience

• Chase’s Calendar of Events• Holidays• Community Events• News• NoveList (RA & School Resources)/ Books and

Authors (Browse by Genre)

• Web Search – Google, Flickr, Library Thing• Ask your patrons

What do people outside the library think?

What are some topic ideas?

Topic Ideas• Visiting Authors• Author Tributes• Award Winners• Neighborhood

Activities• Booklists/Read-a-

likes• Books to Movies

• Gardening• Holidays• Home Improvement• Sports• Back to School• Scandals• Ask your patrons…

Glenwood Branch, Howard County Library

Mellow Yellow

Denton Library, Caroline County

Children’s Books

Denton Library – Caroline County

3. Check catalog for availability

Do you have enough books to display?

March – Women’s History Month

Denton Library – Caroline County

4. Pull books and examine for visual appeal

5. Sort books by size

6. Visualize shape of display-Pyramid

7. Distribute books by size, color, and cover design – Class picture

Book Easels and Sign Holders

Easels and Sign Holders can be purchased from Demco, Gaylord, Highsmith, or any other place you buy library supplies.

Props

8. Stand back and look at it

9. Keep an eye on it

And now for the fun part.

What have we learned?Learn how displays can create an inviting

environment and feature your collection.– Use displays for Reader’s Advisory– Be convinced that displays will increase

material circulation.– Learning fundamental display design

guidelines– Learn retail techniques to merchandise

your collection.

Any Final Questions?

For More Information:

Rebecca HassSocial Science & History DepartmentEnoch Pratt Free LibraryState Library Resource Center400 Cathedral StreetBaltimore, MD 21201410-396-5321rhass@prattlibrary.org

Shayna Siegel Fine Arts and Music Department Enoch Pratt Free LibraryState Library Resource Center400 Cathedral StreetBaltimore, MD 21201410-396-5490slsiegel@prattlibrary.org

Delicious bookmarks:

http://delicious.com/epflslrc_boostyourcirc

Flickr:

http://www.flickr.com/photos/slrclibrarydisplays/