Maryam Shehu is the founder of Bookish Alchemy, an online bookshop. In this interview, the law undergraduate of Ahmadu Bello University (ABU), Zaria, Kaduna State talks about why she ventured into selling books and how e-books, Artificial Intelligence and economic hardship is affecting the business.
Tell us a brief about yourself?
My name is Maryam Shehu. I am an online bookseller and also have experience as an essayist, a spoken word artist, and a graphic designer. I am studying Law at the Faculty of Law, Ahmadu Bello University, Zaria.
How did you get into the book-selling business?
After receiving some profits from my friend’s textile business, I reached out to another friend who is in the bookselling business in Katsina state, even though we hadn’t met in person. He kindly shared the contact information of two suppliers from Kano State. I got in touch with them, purchased some books, and initially sold them to my boyfriend and a course mate. After that, I expanded my network to include suppliers from various parts of the world.
What inspired you to go into bookselling?
I noticed a lack of literary events in my community, Zaria. This inspired me to start an art club called Pen Warriors. I then identified a lack of access to insightful books, which led me to start a book club and bookselling to promote reading culture. Despite some friends advising me that people are more interested in food and survival now, I invested N20,000 earned as a profit of the money I invested in a friend’s textiles business into starting my own book business. It is the art club, ‘Pen Warriors,’ that has now been rebranded to ‘Bookish Alchemy.’
How do you stay up-to-date with new releases and bestsellers?
Subscribing sites like ‘Bookhub’ and ‘Goodreads’ usually send emails to their subscribers whenever new books are released or when a book has been the most sold book in the week or month. Also, when outstanding authors announce a release alert of their books. I also track the author’s pages and top bookstores within and outside Nigeria.
How do you think the rise of e-books has affected your business?
e-books existed before I started this business, but are now given more concern because of the effects of high inflation in the country. For instance, a customer can ask about a book, especially those of politics and history genres; that are a bit more expenses than other genres, but it will be hard to convince him or her to buy, as the readers have an alternative. So having the alternative for the customers does affect the business sometimes.
Do you have a physical bookstore, and how do you meet or recommend books to customers?
At the moment, I don’t have a physical bookstore. I connect with most of my customers through social media, especially Facebook. Many of my customers recommend me to their family, friends, or colleagues because of the excellent service they have received. When I first engage with customers, I ask them about their favourite books and authors, and what they hope to gain from reading those books. Often, I encourage customers to read with a purpose rather than just following trends, especially those who are new to reading. Usually, they find themselves reading books that align with their goals. I pay close attention to my customers’ preferences and provide helpful advice.
Can you share an example of a successful book recommendation you made?
There is a client who is the eldest child of his parents, he runs his father’s company in Kaduna. He has been struggling with procrastination, which has negatively impacted the company’s Return on Investment (ROI) during his year and a half in charge. He is concerned about keeping the business competitive, especially as it directly competes with his brother’s company, which was also given to him by their father. Despite attending various entrepreneurial workshops, he was unable to overcome his procrastination.
After reaching out to me for a copy of the book ‘Psychology of Money,’ he disclosed his struggle with procrastination. Following a deep conversation, I recommended ‘Eat That Frog’ by Brian Tracy and ‘Atomic Habits’ by James Clear, and provided him with a rough timetable to read these books within two months. He reported a substantial improvement in his ability to manage his time, leading to positive changes in the company. As a token of appreciation, he sent me money exceeding the cost of the books.
How do you manage your inventory and ensure you have a diverse selection of books?
I often use social media trending issues to curate a diverse selection of books. For example, during the Dr Isa Ali Pantami saga, I sold more than 15 books by him. Similarly, when there was a buzz about Professor Chinua Achebe and Professor Wole Soyinka, I sold many of their books. However, I always make sure to stock personal development, finance, persuasion, and psychological books as they are among the bestsellers. Thrillers, romance, and other genres are stocked based on demand.
What are some of the biggest challenges you face as a bookseller?
My biggest challenge is the lack of a shop for my business. It pains me as I have lost a lot of customers as some insist on visiting a shop to select the books themselves. Although few of the customers agree to visit my residence to select the books.
How do you see the book industry evolving in the next few years?
Despite the rise of Artificial Intelligence (AI), e-books, and audiobooks, I remain optimistic that they will not entirely replace physical books. This is because people are currently experiencing health issues, and both e-books and audiobooks could impact health in some way. There is also a growing number of new readers who appreciate the experience of physical books and their comforting scents.
What sets your store apart from online retailers or big-book stores?
I offer free delivery of 4 books and above, 5% commission for each sale for referring me to a customer after closing the sale, and therapeutic advice I offer to my customers, I am sure they are some of the things that make me stand out from other online books vendors.
How do you get the supply of your books?
I procure most of our local books directly from the authors. This involves organising book chats with authors or arranging direct contact signings, especially if they are far away from Zaria. For newly released books published by our Nigerian publishers, I also directly source them. As for other genres, I procure them from my suppliers based in Kano, Jos, Lagos, and other parts of the country.
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