A Chapter with Optus: Encompass Books

Textbook retailer Encompass Books offers discount text and reference books to the higher education market, and is setting a new direction for textbook purchasing. Founded five years ago as Encompass Info shop, based in Adelaide at Rundle Mall, it opened a Melbourne store on Swanston Street a year later. The business became Encompass Books when it was purchased by its current owner three-and-a-half years ago.

As one of only a few off-campus university bookstores Australia-wide, it largely services the nearby University of Melbourne and University of Adelaide, whilst also receiving orders from country and interstate based students keen to take advantage of its discount prices. With a new online (Encompass Books) store planned, its discount services are soon to become even more accessible to tertiary institutions and students around Australia.

State Manager for South Australia Michael McLoughlin runs the business in tandem with the organisation’s owner, and works closely with registered training organisations, private colleges, TAFEs, university lecturers and coordinators to ensure Encompass Books is stocked with the most current and popular texts required for coursework.

Optus enabling relationships

Since opening its doors for business in 2005, Encompass Books has relied on Optus as its telecommunications provider.

McLoughlin says they saw no need to change provider on taking over Encompass Books, continuing with Optus because of the excellent service and support it provides. “Not only has the plan proven to be cost-effective, service has been hassle free and without fault,” McLoughlin said.

“Our landline in an integral part of the business, because until our online store is up and running, 100 percent of orders from external and country students will still be made over the phone,” McLoughlin said. “Our relationship with key clients and contacts at tertiary institutions are important for sustaining and growing the business, and a phone call is much more personal than sending an email, so I tend to use the phone whenever I can.”

As part of the business’ Optus Plan, McLoughlin also uses a smart phone, which allows him to easily keep in touch with clients via email as well as calls, even when he’s not in the store. It also provides him with access to internet on-the-go.

“With the smart phone agreement I can meet with clients on location, access the internet and the Encompass Books database, and run clients through our product range on the spot. It’s convenient for the client, and it’s good for the business because we can take the shop with us, without actually having to carry physical items,” McLoughlin explains.

Book Socialising

Catering to a youth-market, McLoughlin recognised social media would be an effective tool for reaching the business’ key audience, so 12 months ago, an Encompass Books Facebook account was created.

“A Facebook page is almost as necessary as having a website these days, and it’s imperative to have a presence even if the direct benefits don’t initially seem obvious. It’s a great tool to increase exposure and drive traffic to the website, and for Encompass Books it was particularly important given our university audience is predominantly aged 18-22 and accesses it daily,” McLoughlin said.

McLoughlin says the account is easy to manage, even for staff who are less tech savvy, and spends around two to four hours per week using the site.

“We use Facebook to target relevant groups we want to inform of our products and services, these are generally student union groups and faculties with an online presence,” McLoughlin said. “The majority of time I spend on Facebook is researching new groups and ensuring we’re only targeting relevant pages. We’ll post links to product lines and discounts, and it doesn’t require every day management, so it’s very easy to maintain as well as being cost effective. The best thing is I can manage it all from my smart phone whenever and wherever, which is extremely convenient.”

McLoughlin also maintains a Twitter account to provide updates on new products.

McLoughlin says when the new online store launches the majority of announcements for the new site will be made through social media channels.

Sharing his vision for Encompass Books, McLoughlin says he would like to see the business become a lot more social, “At the moment our online communication is very one-way, however it would be great to see our Facebook page become a more interactive forum. I’d consider it a real success if customers started using our page to post suggestions and recommendations around books they’d like to see stocked.”

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