Vintage Books is prioritising different methods of measuring success during the pandemic, its marketing director Chloe Healy has said.
Speaking during The Bookseller's live Twitter Conversation #Bookchat, held yesterday (21st April), Healy suggested that being alert to which books are "resonating with people" and finding "opportunities and quick wins to drive online sales" was of paramount importance to retailers and publishers during the lockdown period. She added that marketing professionals should use insight from "trusted sources" including analysing search behaviour, to inform their activity going forward.
Vintage is measuring success by the increases in "open rates, clicks to retailers, engagement and the size of [their] community", in addition to book sales, with a particular focus on e-book and audio performance.
Healy also emphasised the importance of responding to the "rapidly changing external landscape" by making changes to the way a team works internally, often "adapting the way we work quite a bit".
As Sandstone becomes the latest vendor to invest in their online offering this week, Healy stressed the importance of "supporting our book retailers, especially those with physical stores currently working on [their] online efforts, dreaming up amazing ways to reach their reading communities".
The shift in consumer trends during the pandemic should "change the way a business should operate", she suggested, adding that "readers of all ages will be looking for hopeful books and positive stories".
Healy predicted that lessons learned during the pandemic could foster a thriving working environment later on. "People are amazingly adaptable...Flexibility around work patterns and the spaces we occupy, a focus on achievements and not time clocked in the office, trust in colleagues and a real emphasis on doing the work, that will make a difference," she said.