Waterstone's, High Street Kensington, London
Friday, May 9 2003
Published on AllBusiness.com
Changes to Waterstone's High Street Kensington branch are indicative of how the company is developing its children's sections. Previously, the children's books department was at the back, on the ground floor. Shelving and headers were the same as those used in the adult's section. Now, the children's section is on the first floor—the ground floor location having been sacrificed for more space upstairs, although there is a lift service. The section is clearly marked and has redesigned shelving, signage and children's furniture.
Waterstone's bookseller Rose Rooney says that the new design has made a big difference to the children's section. "It's more open, there's more room for us to display books, and more room for children to move around." Adults are also happier to leave their children to sit and read in this section, as it is easier to keep an eye on them.
Picture book sales have done particularly well. There is a small area where children can sit at tables and read books. Children tend to play a bit more now, and books do get damaged, Ms Rooney says, "but that was always the case. It's not unmanageable and we have display copies for them. Anyway, you need that level of interaction to encourage children to want books."
Teenage fiction has been given more space, and a separate section is to be launched for "recommended reads", so if a reader likes an author, say Philip Pullman, other titles and authors will be suggested.
Ms Rooney says that the improved signage has also transformed her job as a bookseller. "Now it's much more about recommending books rather than directing people to the right section. It is also easier for kids to find their way around, as sections are signed better and are at a lower level."
Waterstone's bookseller Rose Rooney says that the new design has made a big difference to the children's section. "It's more open, there's more room for us to display books, and more room for children to move around." Adults are also happier to leave their children to sit and read in this section, as it is easier to keep an eye on them.
Picture book sales have done particularly well. There is a small area where children can sit at tables and read books. Children tend to play a bit more now, and books do get damaged, Ms Rooney says, "but that was always the case. It's not unmanageable and we have display copies for them. Anyway, you need that level of interaction to encourage children to want books."
Teenage fiction has been given more space, and a separate section is to be launched for "recommended reads", so if a reader likes an author, say Philip Pullman, other titles and authors will be suggested.
Ms Rooney says that the improved signage has also transformed her job as a bookseller. "Now it's much more about recommending books rather than directing people to the right section. It is also easier for kids to find their way around, as sections are signed better and are at a lower level."
