Online bookstores are an ever-increasing market and one of the leaders in the e-commerce industry after electronic and computer devices. Nowadays online bookstores generate lots of profit through the sale of books and e-books worldwide.
Over the past few years, retail bookstores have noticed the increasing penetration of worldwide retail stores on the book market such as Amazon.com and Ebay.com. In response to that, many retail bookstores have decided to expand their sales on the Internet which have increased their business scope and target audience. Surprisingly, despite of gaining more online presence, few bookstores have successfully implemented social technologies.
This is the case of Dymocks Booksellers, a family owned Australian business with over 75 stores in Australia and Hong Kong. Dymocks is the oldest Australian bookstore and bookseller leader in the Asia Pacific region. In 2006, the company launched an online store and a year later added eBooks. Furthermore, Dymocks offers a booklovers reward program for loyal customers and events taking place in their book retail stores. Indeed, Dymocks has been awarded as the National Book Retailer of the year.
The social technologies Dymocks has implemented are social networks such as Facebook, Twitter, Pinterest and Google plus. The first three social networks are focus on Dymocks updates, whereas Google plus is used as a review system with an account for every store in Australia. The Dymocks Books Facebook page receives lots of interaction and showcases new book releases, tips, insights and other web content related to authors, readings and learning. There is also a Facebook page for every location such as Dymocks Brisbane, Dymocks Chermside, Dymocks Sydney. The online store displays books that can be reviewed and shared through social media channels and via email.
According to McKinsey, social technologies add value to Collaboration and communication within and across organizations. Indeed, social technologies leverage communication and enhance collaboration, among the staff and with other organizations. Thus, Dymocks could implement a social media collaboration platform within the staff which is located around Asia Pacific in order to encourage employee’s collaboration and enable communication. For instance, employees from Hong Kong can meet employees in Australia via a collaborative platform such as Yammer. Employees also can give important feedback about the product, business strategy, marketing campaigns, social technologies implementation, and other business issues. Additionally, Dymocks could collaborate or partner with other organisations by selling their books online through other bookseller sites or worldwide e-commerce sites, reaching more target audience around the world.
In the Social Economy report, McKinsey also explains that social technologies add a great value to marketing communications and interaction with customers. Companies can communicate and engage directly with customers cost-effectively and identify the target audience needs. Therefore, Dymocks should aim to build a community by implementing more effectively their social channels. Dymocks could introduce a new blog to write relevant content for their target audience, instead of sharing content from other sources. A new blog can add more credibility and community engagement. Dymocks should also consolidate some Facebook pages such as Dymocks Chermside with Dymocks Brisbane which has more followers and interaction, in order to promote one Facebook page per city. On the other hand, Google plus should be also used as a community where the company can share valuable information and not only customers reviews. The events should be also promoted on social media and have a ‘share on social media’ options.
Dymocks, as a traditional retail business, has kept up with e-commerce trends and has successfully implemented an online store. Hence, now that Dymocks has a higher online exposure, it is important to focus on the improvement of their social platforms, website features to enable events and relevant content sharing, implementation of a blog and a collaborative platform for the staff. As a result, Dymocks will enhance – internal and external – communication, collaboration and interaction.
Do you have any other recommendation for levering social technologies? Any feedback? Please leave your comment below!
By Giannina Pacheco