New Bookseller:

Layering to Labeling
Toria Dale, merchandise manager
Redding, California

Without a hair out of place, Toria Dale looks at the daunting stack of books on her V-cart that needs to be placed on the shelves.  First by alphabet, then by size, and lastly make sure it’s neat and easily shoppable, she thinks.  Not a problem.  As the new merchandise manager at the Redding, CA, store, Toria enjoys such detailed organization.  In fact, she finds it comforting that the bookselling process is much more exact than it looks as an outsider.

Toria’s favorite part of bookselling is labeling, organizing and setting up displays to make them “shoppable” and appealing to the eye, what she calls “styling.”  Styling comes naturally to Toria, who is a hairdresser by trade.  She was trained and licensed as a hairdresser when she spent a year in Australia visiting her mom.  But the license didn’t transfer back to the U.S., so upon her return, she managed a beauty supply store, which paved the way for her retail career.

“Both hairdressing and bookselling are centered on customer service.  You have to get to know your customers, try to find out what they want and do the best to achieve it.  The biggest difference is that you usually don’t spend as much time with customers looking for a book.  There is a sense of instant gratification for both the bookseller and the customer,” says Toria.  

Since joining the Redding, CA, store, in August 2008, Toria discovered a different type of retail unlike any she previously worked in the past.  Her store is full of positive energy – the management team recognizes booksellers for providing outstanding customer service and the booksellers enjoy their work.  And, she learned that being a manager doesn’t always mean being the “bad guy,” but rather being there to help and motivate booksellers who may need an extra push or additional guidance. 

“So far, this is the best job I’ve ever had,” says Toria.  She offers advice for new booksellers: “Always look forward, try to be one step ahead, and keep a smile on your face.”