From the Front Porch: Episode 507 – Shelf Subscription Synopsis

Release Date: December 12, 2024

Hosts:

• Annie Jones – Owner of The Bookshelf, an independent bookstore in Thomasville, Georgia.
• Erin Fielding – Online Sales Manager at The Bookshelf.

Introduction and Podcast Appreciation

[00:22] Annie Jones opens the episode by expressing gratitude to listeners who have left reviews on iTunes. She emphasizes the importance of these reviews in attracting new listeners and supporting their indie bookstore. Annie shares a heartfelt quote from a listener, Ann, highlighting the podcast’s ability to bring books to life through engaging conversations:

"A favorite, it's hard not to love Annie's thoughtful book Recs, which brings books so vividly to life. What's even better, a porch full of the accompanying voices of Bookshelf staffers, friends, friends and family. I savor my virtual time in Thomasville each week. Thank you so much, Ann." [00:38]

Annie underscores the critical role reviews play not only for the podcast but also for the physical store, urging listeners to leave their feedback if they haven't already. She candidly shares her personal appreciation for reviews, even momentarily deviating off-script to stress their significance:

"This is me going off script to tell you it's really important and it has become even more important for the success of our actual store." [03:03]

Focus on Small Business and In-Store Operations

Transitioning from the appreciation segment, Annie reiterates the podcast’s core mission: to highlight and support The Bookshelf’s brick-and-mortar operations in Thomasville. Unlike many book podcasts laden with advertisements, From the Front Porch aims to funnel listener support directly to the bookstore through podcast reviews, social media engagement, and online purchases.

Annie introduces the main topic of the episode: The Shelf Subscription Program. She describes it as a monthly service featuring their favorite new books, crafted to serve as ideal holiday gifts.

"One of our goals for from the Front Porch was to make sure we were adequately talking about and mentioning our in-store operations. We're a bookstore podcast." [04:00]

Introducing the Shelf Subscription Program

[04:11] Annie Jones officially introduces Erin Fielding, the Online Sales Manager, to discuss the Shelf Subscription Program in detail. They delve into the program’s evolution, its significance as a holiday gift option, and the strategic changes being implemented for 2025.

Erin echoes Annie’s sentiments, expressing excitement about discussing the Shelf Subscription and its role during the holiday season:

"We're really excited. And I hope if you're a recurring shelf subscriber, that you are enjoying it as well." [08:54]

2024 Highlights and Wins

The conversation pivots to reflecting on the successes of the Shelf Subscription Program in 2024. Erin highlights the integration with Zoho Billing, which has streamlined the subscription process, making it secure and user-friendly. This partnership has significantly increased their recurring subscribers, reducing the need for manual renewals and enhancing customer satisfaction.

"We found a way to partner with Zoho Billing that was so seamless, integrate with our website that people can just go and subscribe." [08:54]

Annie adds that this improvement has not only benefited the customers by simplifying the subscription process but also alleviated the administrative burden on the staff:

"It's easy for us, it's easy for them, and I think it's just a win for everyone." [08:54]

Transitioning from the 'Treat Yourself' Program

A significant portion of the episode focuses on the strategic decision to discontinue the 'Treat Yourself' program. Erin explains that while the program was beloved for its thoughtful gift items accompanying each book, it became unsustainable due to rising inflation and time constraints.

"The Treat Yourself program just became a slight pain point. Not because we didn't enjoy doing it, but like we've talked about before, it just became a thing where we had to say, I don't think this is working for us anymore." [10:03]

Annie empathizes with both the staff and customers who cherished the program, highlighting the emotional and operational challenges involved in maintaining it:

"Like the juice was not worth the squeeze. And we are a dachshund functioning as a Rottweiler at the bookshelf." [11:01]

Introducing the Revolving Bookshelf Subscription

To replace the 'Treat Yourself' program and address the need for sustainability, Erin introduces the Revolving Bookshelf Subscription. This new option is designed to cater to readers who enjoy a diverse range of genres without the commitment of a single curator.

"We now have a revolving shelf subscription that gives us a chance to all rotate and choose books that we would send out." [21:22]

Key Features:

• Multiple Curators: The subscription will rotate among Erin, Shop Dad (Chris), Shop Mom (Susie), and Nancy, allowing for a varied selection of books each month.
• Sustainable for Staff: Reduces the individual burden on each curator, ensuring the program remains manageable and enjoyable.
• Eclectic Curation: Maintains a wide range of genres and themes, ensuring subscribers receive a surprise that aligns with their eclectic tastes.

Annie praises the collaborative effort behind this change, emphasizing the proactive and strategic mindset of the team:

"It’s been really fun to watch. Which brings us to some changes that we have been talking about since at least June of this year." [16:01]

Enhanced Shipping Process and Operational Improvements

Addressing logistical challenges, Erin elaborates on updates to the subscription shipping schedule. Previously, books were shipped on the first Tuesday of each month, often leading to delays due to overlapping with busy periods like reader retreats and holiday sales.

"Now you have until the first Tuesday of the month to purchase a shelf subscription that you will get that month. And then the second Tuesday of the month is when they will ship out." [36:04]

This adjustment ensures a more consistent and manageable shipping timeline, allowing The Bookshelf to better handle the increasing number of subscribers without compromising on quality or timeliness.

Holiday Gifting with Shelf Subscriptions

As the episode draws towards its conclusion, Annie and Erin discuss the Shelf Subscription Program as an ideal holiday gift. They outline the different subscription options, helping potential gift-givers choose the best fit for their recipients:

1. Annie’s Subscription: Perfect for readers who enjoy a broad range of genres.
2. Olivia’s Subscription: Tailored for fans of gritty thrillers and cozy mysteries.
3. Revolving Bookshelf Subscription: Ideal for eclectic readers who appreciate variety and surprise.

Erin highlights the flexibility and thoughtfulness of gifting a subscription, allowing the recipient to receive curated books monthly without the need for the giver to select each book individually:

"It's a great gift to give someone the gift of books without having to buy them yourself for 12 months." [30:31]

Additionally, they offer gift certificates and printable cards to facilitate easy gifting, ensuring that even those unfamiliar with subscription services can participate effortlessly.

"If you're a die-hard Suzy fan and Suzy reader, we understand. Like, we know... you can give a Susie Nancy subscription object much easier." [28:43]

Final Thoughts and Gratitude

In closing, Annie extends her heartfelt thanks to current and past subscribers, acknowledging their role in the program’s success and expressing optimism for the upcoming changes:

"If you are a current shelf subscriber or if you've been a subscriber in the past, thank you for trusting us with your monthly reading habits." [41:00]

She shares her excitement for the future, confident that the new subscription models will enhance the reader experience while maintaining the personal touch that defines The Bookshelf:

"I hope that these changes excite you as much as they excite us. Yeah, we look forward to sending out your January picks very soon." [41:24]

Erin complements Annie’s sentiments, reinforcing the team’s dedication to delivering an exceptional subscription experience:

"We are really excited about it. So, Erin, thank you for taking time out of your busy shipping schedule to come on the show today." [41:24]

Conclusion

From the Front Porch: Episode 507 offers an in-depth look into The Bookshelf’s Shelf Subscription Program, celebrating its successes, addressing its challenges, and unveiling strategic changes aimed at enhancing sustainability and subscriber satisfaction. With thoughtful curation, improved operational processes, and a variety of subscription options, The Bookshelf continues to foster a vibrant community of book lovers in Thomasville and beyond.

Key Takeaways:

• Shelf Subscription Program remains a cornerstone for The Bookshelf’s community engagement and as a premier holiday gift option.
• Strategic Changes for 2025 focus on sustainability, operational efficiency, and enhanced reader experiences through the introduction of the Revolving Bookshelf Subscription.
• Holiday Gifting is streamlined with flexible subscription options and thoughtful gift certificates, making it easier for customers to share the joy of reading.
• Community Support through podcast reviews and online engagement continues to be vital for the bookstore’s growth and success.

For more information or to subscribe, visit bookshelfthomasville.com and explore the Shelf Subscription page linked in the show notes.

Notable Quotes:

• Annie Jones: "It's a mother's job to love her child, not the other way around. It is your job to carry her love forward and project it out into the world." [00:22]

• Erin Fielding: "We are really excited about it. So, Erin, thank you for taking time out of your busy shipping schedule to come on the show today." [41:24]

• Annie Jones: "Change is hard, like you said. But every time I talk about this and this is how I know a change is good for the store. Every time I talk about this, I feel relieved." [25:58]

Connect with The Bookshelf:

• Instagram: @bookshelfthomasville
• Website: bookshelfthomasville.com
• Podcast: From the Front Porch available on all major platforms.

Thank you for tuning into From the Front Porch. Your support helps us continue to bring enriching conversations about books, small business, and life in the South.