Independent Bookstores #1 in Ranking in Consumer Reports

Consumer Reports magazine, perhaps the country's most influential buyers' guide, notes in its January 2002 issue that 88 percent of the readers responding to a survey said they were either completely satisfied or very satisfied with their shopping experiences at independent bookstores. The magazine noted that such high approval for independents "puts those stores on a par with the highest-rated stores from any Consumer Reports survey in recent years."

The information was contained in a "booksellers survey" feature that combines feedback from 25,000 readers and the magazine's characteristically thorough research.

The great news for independents is that overall ratings put independent bookstores in the top spot, based on performance in five categories--whether the bookseller had the book requested, whether the bookseller offered a varied selection, service, ambience, and layout. Eighty percent or more of Consumer Reports readers were highly satisfied with independents' service and ambience, and 60 to 69 percent were highly satisfied with independents' selection, layout, and having the requested book.

Based on its research, Consumer Reports said that readers found staff at independents "far more helpful than those at chains," and it noted that close community ties (including hand-selling and understanding the effectiveness of tailoring inventory to community interests) translated into satisfied customers.

Book Sense is cited in the article as a key factor in slowing the attrition of independent bookstores in 2000.

While the magazine notes that a shopping basket of 10 selected titles was more expensive at a sampling of 12 independent stores than a number of chain or online retailers, it said that "the service and ambience are so good, however, that readers don't seem to mind." Eighty-eight percent of reader/shoppers reported they were either completely satisfied or very satisfied with their shopping experiences with independents, placing independents in front of Amazon.com in second place, which was followed by Barnesandnoble.com, Barnes & Noble, Borders, Books-A-Million, B. Dalton, and Waldenbooks.

While independents topped the rankings list, the magazine's recommendations--perhaps not surprisingly--were slanted more toward pocketbook considerations. For "mainstream books at a good price," Consumer Reports recommended Half.com, Amazon.com, Barnesandnoble.com, BooksAMillion.com, and Powells.com. And "when atmosphere is all," the magazine cited independents at the front of the list.

The magazine's rankings are based on about 25,000 responses to an annual questionnaire and reflect 39,000 experiences buying books between 1999 and 2000.

-Dan Cullen