Rediscovered: A New Career, A Welcomed Bookshop

Leaving careers in the disparate fields of high-energy physics and elementary music education, Bruce and Laura DeLaney opened Rediscovered Bookshop in Boise, Idaho. The store, which features 4,000 square feet of new and barely used books, opened on September 6, 2006. The store's aisles are wide enough to accommodate wheel chairs and strollers; the colors are bright, the ambiance welcoming. Coffee from several carafes of a locally distributed, fair trade brew is offered free to morning customers.

Located a few miles outside of downtown Boise, Rediscovered Bookshop is in a shopping area with a number of independent stores. "We found a great location where a freeway spur and main freeway meet," said Bruce Delaney. "People come here to do shopping at independents. We have a local fly fishing store, a cooking supply store, and another bookstore, Deseret Books."

Deseret Books carries Mormon literature exclusively, DeLaney explained. "It works out well for both of us -- we can send people over there for Mormon books, and we get customers from them." Some chain restaurants and an Ace Hardware store also draw business to the center, as well as a second-run movie theater, which is located next door to Rediscovered Bookshop. Noting that the bookstore can cross-promote books with films, DeLaney mentioned a recent window display in conjunction with showings of Charlotte's Web.

DeLaney, who spent 15 years in the high tech field, ran a large business with a multi-million dollar budget and several dozen employees, so he felt prepared for most aspects of operating a medium-sized bookstore. However, he and Laura did seek some help from bookselling experts.

"We immediately joined [the Pacific Northwest Booksellers Association] and ABA, and familiarized ourselves with the ABACUS data," DeLaney told BTW. "[From that] we saw the importance of great customer service, sufficient staff, and a big enough space to offer substantial inventory. We also bought training materials from Paz & Associates.

"We joined Book Sense, because we wanted to have a network," he said. "Early on I went to the BookWeb forums and read every single thread and noted things I needed to think about and pursue, and what things I didn't need to consider."

The DeLaneys attended a number of PNBA meetings and both ABA Winter Institutes. "I went to the first [Winter Institute], and Laura attended this year's with one of our full-time employees," DeLaney explained. "Both were invaluable, I attended every workshop and session I could. I learned so much from other booksellers. In the high tech business, we met with other companies, but couldn't divulge anything for fear of competition. In bookselling, the atmosphere is totally different -- people are so open and good about sharing information. We learned about a customer loyalty program from one bookseller and [about] used books from people at Powell's. The community of booksellers is amazing."

Based on their discussions with other booksellers, the DeLaneys opted to carry used books and shelve them alongside new editions. They buy used books from various sources, including their customers, but insist that books be in pristine condition. "We buy books for store credit," DeLaney told BTW. "Books that are not in perfect condition, we give to the public library; Friends of the Library collect them here weekly.

"When we take in used books, we expect them to perform on the shelves as well as the new books. With new books, we return stale stock and send it back to the publisher or distributor. We do the same with the used inventory. We feel that it has to pay its shelf rent, and if it doesn't, we'll remove it and donate it to the library." DeLaney praised the Above the Treeline software, which enables the store to keep track of its inventory of used, as well as new, books.

Very early in the bookstore planning process the couple realized the value of branding. "We went to a local design group for our logo," Delaney said. "We knew our message has to be consistent. We feel that we needed a professional website for e-commerce and a web presence. Our BookSense.com website looks really good."

About Book Sense gift cards, he added, "[They] were a godsend over the holidays. People were so pleased that you could use it at other stores in the area and around the country. I'd say 20 percent of our dollar volume for the period from Thanksgiving to Christmas was in gift cards." The couple has made gift cards part of the store's customer loyalty program. "People can donate their share of the loyalty program to various local school libraries," Delaney explained. "About 30 to 40 percent of customers donate their rewards. We tally that up and give the dollar amount to schools on gift cards. It's a great way for more people to learn about our store and about Book Sense." --Nomi Schwartz