What Can Bookstores Do for You? Riverwalk Takes Innovative Path to Profits

From the outside, Riverwalk Books in Chelan, Washington, appears to sell books in its 1,500-square-foot space. And, of course, it does. But a number of other activities take place in the nine-year-old store as well, thanks to the creativity of owner and founder Libby Manthey. She took seriously the lessons she learned at ABA's prospective booksellers school over a decade ago, and more recently at the education sessions given at PNBA meetings. "I know that I have to keep my eye on the bottom line -- always on the bottom line. With a year-round population of only 3,500, I am always looking for ways to diversify and bring in customers," Manthey told BTW. One of the ways she is doing that is by offering her customers services they might not expect at a bookstore.

Riverwalk Books

Manthey is an active participant in Book Sense -- she refers to the lists of picks frequently, sells gift cards, and very recently set up a BookSense.com site for online sales.

But in conjunction with her bookselling, Manthey also offers patrons a few less conventional services:

For about nine years, she has operated a commercial UPS counter. "Just like a Mailbox, Inc. or UPS Store, people can come here with packages, and I send them," she said. She collects a fee for each delivery and offers informal assistance with the packing and wrapping but, she says, "We just don't have the room here to set up a full packing service." Books are very easy though, customers can purchase them, Manthey will gift-wrap and send them right out. Local apples, a popular gift item from this north central region of Washington, can be boxed in empty book cartons and sent, via UPS, around the country.

Fax transmission services are also available at Riverwalk, and the store is equipped with two computer workstations with Internet access, for use by customers. Manthey is planning to introduce wireless Internet capabilities in conjunction with the new coffee bar she's bringing in.

"These are all ways to drive people into the store, even if they don't intend to buy a book," Manthey said. "I am constantly trying to give people other reasons to come in so I can continue to make a modest profit."

Manthey is also a payment agent for the cable television company, a service for people who operate only in a cash economy. She accepts the money, records payments, and writes receipts. She is compensated a small amount and also receives free cable service.

One dark cloud on the horizon appears in the form of a 65,000-square-foot superstore planned to open nearby in 18 months. "We refer to it as WMD, and we independent businesses are going to have to work harder than ever. On the positive side, [its planned arrival] has mobilized the business community. We're now starting a local business alliance, along the lines of Bellingham's [Washington] and that can only be good. As far as books go -- their selection of bestsellers isn't really what our customers are looking for -- here they buy Book Sense Picks." -- Nomi Schwartz