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Behind the scenes of Booktopia: Australia’s largest online book retailer
5 April, 2019
| 2 minute read
We sat down and spoke to the Head of Logistics for Booktopia, a long time Signet customer that ships over 2,000,000 parcels annually in Signet’s protective packaging.
Booktopia is a 100% Australian-owned online retail store selling books, ebooks, DVDs, and other goods you might find at your local bookshop.
Booktopia’s head distribution warehouse in Sydney sees over 2,000,000 parcels shipped every year in Signet protective packaging. The integration of Signet products reduces Booktopia’s transit damages, leading to better efficiency in the supply chain.
With an operation this large, and in an industry where appearances matter, Booktopia needs a packaging supply company that will work with them to create solutions that meet their customer’s expectations. Booktopia uses Signet’s packaging essentials such as Shipping Cartons and Packaging Tape, along with specialist items like Postal Tubes and Ninja Safety Gloves daily to get their products to customers safely and in good condition.
“Signet’s products are important because we want to make sure our goods are presented in the best possible way to our customers. In e-commerce we call this the ‘surprise and delight moment’, and if this isn’t up to scratch, they won’t be impressed.
“We choose to work with Signet because they don’t offer products, they offer solutions, and are continually collaborating with us to achieve the best results,” says Tonkin.
Since the beginning, over 3,600,000 people have placed an order on Booktopia’s website, and the business continues to go from strength to strength. It was in 2004 that brothers Tony and Simon Nash, along with brother-in-law Steve Traurig, decided to break into the industry.
“I think it was two factors. One, they’re passionate about the products. Two, they saw a gap in the market that they were able to step into,” says Orson Tonkin, Head of Logistics for Booktopia.
Booktopia is dedicated to remaining Australian operated and, like Signet, is built on a strong foundation of family values.
“Most of the people who work here are book-centric people and are here because they love the product, which adds to our dynamic culture,” says Tonkin.
With the e-commerce industry constantly growing, Booktopia feels that their localness is an advantage over international companies such as Amazon and Book Depository.
“The book industry is broken down into two parts. You’ve got the ‘frontlist’ consisting of all the latest releases, which is where you’re up against the big stores like Big W, Target, and Dymocks. Then there’s the ‘backlist’ consisting of releases older than 24 months, and where retailers like eBay and second-hand bookshops thrive.
“Our goal is to give you a fantastic experience and access to both the ‘front’ and ‘back’ lists,” says Tonkin.