CHAPTER THREE – LITERATURE REVIEW
3.1 Library service model
3.1.4 Bookstore model
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The embedded library model is currently gaining popularity among research and academic institutions in many parts of the world. Rosemary Kuhn57 explained that during an internship programme she undertook in some North American academic libraries, she noted that most of the libraries employed the embedded model. She also added that there are ongoing initiatives to develop a library model for South African academic and research institutions and hinted that the embedded model seems to be the preferred model.
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the extent that potential customers do not normally have the comfort to review the book exhaustively within the store (Woodward 2005; Coalwell 2006). Rippel (2003) also explains that bookstore model libraries utilize strategic shelf arrangement by applying the common rule that users are normally attracted to shelves in the first 5-20 steps to their right upon entering a library. Most important books are kept in this area to ensure higher visibility and usability. The publications are displayed “face-out” not “spine-out” as the case is in most libraries in which the call numbers are displayed on the spine (Bartlett 2008). Libraries using this model have modernized in line with the changes in the design and structure of modern bookstores which may set aside some reading space away from the shelves but the philosophy of this library model still remains to facilitate borrowing of information resources for use outside the library premises.
As a general rule, bookstore model libraries do not hold stocks of reference material. The libraries also strive to keep the latest publications only. The collection development is determined by the usage. Actually, the libraries using this model do not pride themselves on full shelves since they focus on getting the resources outside the library. Generally, the collection is leaner than in other library models giving the resources on the shelves better visual euphony. The bookstore model libraries are also reputed to exhibit higher customer service sensitivity than other library models. For instance, when customers enter their section, staff makes contact with the customer to show help is near. In many libraries, by contrast, staff members are not trained to greet people walking through the front door or invite patrons to ask questions (Rippel 2003). Further, they are likely to allow users to bring in drinks into the library premise, provide trash cans, and provide snack centres and coffee shops. The bookstore model libraries are also known to display their strengths strategically in the reading areas. The focus is normally on convenience of use and speed of service as well as freshness of collection such as new arrivals or new formats (Coalwell 2006). The libraries invite feedback from the clients on the resources. Whenever patrons mention liking a book, staff members ask patrons to write a one or two sentence recommendation on a recommendation card. Library staff and patrons write recommendations on the cards which are placed in the book with “Recommended book”
written on the top of the card showing above the top of the book. Recommended books are placed on shelves in slotted end-panels. Many patrons go straight to these displays as soon they enter the library to assess suitability of the information resources before going to the other sections of the library. When recommended books are checked out, the “recommendation” cards are removed and kept at the circulation desk to be replaced in the books on check-in (Rippel 2003).
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The bookstore model libraries also use aggressive marketing techniques such as bright posters, unique book arrangements and shelf positioning. Displays are so conspicuous and numerous that there is hardly any space left for seats or wide aisles. Significantly, bookstore model libraries have a fresh attractive look due to the graphics and displays that are changed frequently to point the users to the new material in the library. They are also reputed to have better and brighter lighting than other library models. Some scholars also point out that bookstore model libraries smell better than traditional libraries the air of which may contain mildew and have a musty odour. Such smells are unpleasant for everyone and unhealthy for many. Some propose that libraries should be scented to remove the offensive smell that may keep users from the library (Rippel 2003; Coalwell 2006). It is possible, however, that there could be some library users who have a sentimental attachment to the typical traditional library smell and cannot perceive a serious library without it. Just like the smell of medicine in hospitals, some typical library smells may not be eliminated completely. The good practice, however, is to control the smell levels to keep the library fresh and hospitable. To achieve this, opening of all windows and doors and selective use of fans is recommended to blow in clean air when and where possible (Rippel 2003).
The location of bookstore model libraries is easily accessible. This model of library service literally follows the users as they move. The location is often influenced by proximity to schools, bus (transportation) routes and shopping centres. While traditional library sites are generally determined by the county or municipality planning and perhaps based on the available free land, bookstore libraries are based on thorough demographic analyses to determine the location with easiest access (Woodward 2005).
Rippel (2003) suggests that bookstore model libraries should have background music. He is aware of the controversies this is likely to elicit given that most library environments are quiet. However, he justifies this suggestion by quoting psychological experiments by North, Hargreaves and McKendrick (1999) and others to demonstrate the influence of music on customers in restaurants and supermarkets and asserts that these experiments proved that slow background music positively influences the sale of products in shops. He concludes that good background music may have the same effect on library users and may increase the frequency and intensity of library usage. Already, there are a number of libraries which have introduced piped music in the reading areas. Though some have reported that the libraries have been “very busy” since the introduction of the music,
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others say that music has “chased” away some patrons especially the older ones who, for instance, complain that they cannot concentrate on choosing their books because of the “thumping background beat” (Berlins 2009). Others also suggest that those who want music while they browse can have their own, for example by using iPods, without disturbing anyone else or the library staff having to overcome the difficulties of reconciling differing tastes (Roper 2009).
Staff members of a bookstore model library are trained to offer any service in the library. They are able to assist the customers promptly without directing them elsewhere. As with an actual bookstore where the shop attendants are sufficiently knowledgeable to assist any customer on the aisles, bookstore model libraries ensure that all the librarians are cross-trained. This training also yields many benefits. For instance, training circulation and reference staff in the technicalities of interlibrary loan would enhance their ability to answer questions and advise patrons about the interlibrary loan process. Similarly, cross-training cataloguers and reference staff could yield better cataloguing for use by reference staff and improve reference staff‟s understanding of the access facilitated by cataloguing (Rippel 2003).
The major disadvantage of this model is that sometimes it is hard to locate a book once it has been misplaced. In the conventional model, the use of call numbers makes it easier to detect a missing book and pick it out from where it may have been mis-shelved. Again, it tends to be more expensive than the other models given that the focus is on new information resources which are generally more expensive. This library model is most suitable for special libraries and some categories of public libraries (Rippel 2003; Woodward 2005). It works better for libraries with smaller collections.