RJ Julia Booksellers is an independent bookstore with a focus on direct customer interaction. Owner Roxanne Coady has found that in order to really connect people with the right book, you must get involved in their lives to a certain degree. She also feels strongly that a book recommendation should be annotated based on a consumer’s needs or even mood and works to draw high-interest authors to the store for readings and discussions. This level of customer relationship management is difficult for big box stores on online only stores to provide.
1. What can an RJ Julia bookseller recommendation provide that an online bookseller might not?
2. How else does RJ Julia create meaning and value in the minds of consumers?