Morris Short discusses the benefits of franchising with Dymocks book franchises

Morris Short said a successful Dymocks franchisee is one who takes the time to know their customers and consistently leverage the Dymocks franchise system to grow their businesses.

“We find that people who actively engage their customers by constantly refining their product range, utilizing our monthly promotions, promoting the strong offers to their loyal customers through our ‘Booklover’ program and their own specialized retail offerings fare the best,” Short said.

He advised that Dymocks franchise system draws its strength from the retail franchise’s iconic retail brand and depth and breadth of their retail experience. Short said that while their system was proven, there was still enough flexibility to allow franchise owners to express their individual personalities and deliver a unique shopping experience to their customers.

“The Dymocks franchising system has over 25 years of experience behind it and we know that our customers look not only for the everyday experience of buying a book but that special experience of buying for gifts and specific demands of each unique customer and we deliver that to our Franchise Owners through our fully integrated buying, marketing and support systems,” Short said.

He said that Dymocks retail franchises have a number of benefits unavailable to independent retailers. These included;

• An in house IT team that ensures monthly and Booklover promotions are in the till at the start of each promotion and that previous offerings have been returned to their normal price structure,
• POS systems that deliver powerful management tools and reports for managing a business,
• Book data including a ‘know before you go’ facility on Dymocks website allowing customers to source a book and see if it is physically in stock in a store before they go to shop or alternatively allows customers to order that item via their local store ensuring that customers can shop where they want when they want 24 hours a day.
• Strategies for e-readers and e-books.

Short is optimistic about Dymocks future and sees many opportunities for the retail franchise despite operating in a tough market.