How Crossword is Blending Retail, Experience & Expansion

Crossword, one of India's most beloved bookstore chains, has redefined book retailing for decades. As digital disruption continues to reshape consumer habits, the brand has evolved to blend tradition with innovation, ensuring its bookstores remain vibrant cultural hubs. In an exclusive conversation, Aakash Gupta, CEO of Crossword Bookstores, sheds light on how the company is navigating the changing landscape, embracing omnichannel retail, and expanding through a robust franchise model. With ambitious growth plans and a commitment to fostering a community of book lovers, Crossword is set to redefine the future of book retail in India.

Crossword has been a leading name in India’s bookstore retail space. How has the brand evolved over the years to stay relevant in the digital age?

Crossword has been a pioneer in India’s bookstore retail industry, constantly innovating to stay relevant. While the shift towards a digital-first lifestyle has brought its set of challenges, it also presented opportunities. We’ve expanded our omnichannelpresence, integrating our offline stores with crossword.in to offer seamless browsing, ordering, and delivery. We’re also focussed on an engagement-driven model, making bookstores vibrant cultural hubs with author meet-ups, book signings, and children’s storytelling sessions.

What strategies have you implemented to enhance in-store customer engagement and experience?

 The in-store experience at Crossword is designed to be interactive and immersive. We’ve implemented themed book displays and curated sections to cater to different reader segments, Community-driven events like book clubs, literary fests, and weekend storytelling for children and lastly, personalized recommendations through trained booksellers.

 With the rise of e-books and digital reading platforms, how has Crossword adapted to changing consumer preferences?

 While e-books are popular with a certain segment of the population, physical books continue to hold strong appeal, particularly among serious readers, collectors, and parents buying for children. Crossword offers a diverse mix of books and merchandise, including signed editions, collector’s sets and more.

 Can you share Crossword’s current expansion plans? Are there specific cities or regions you are focusing on?

Crossword is actively expanding in tier-2 cities, where demand for quality bookstores is rising. Key regions include tier 2 cities across South and West India. We’re also exploring flagship bookstores in metro cities and airport retail expansion.

How does the franchise model contribute to Crossword’s growth? What are the key benefits for a potential franchisee?

Our franchise model is a key driver of expansion. The benefits include an established brand value with a loyal customer base, curated inventory and strong supply chain support, marketing and event planning support to drive footfall, training and operational guidance to ensure franchise success.

What kind of support and training does Crossword provide to its franchise partners?

We offer a comprehensive franchise support system, including store set up and design assistance for an optimized customer experience, centralized inventory management and logistics, staff training programs on book curation, customer engagement, and sales, marketing and PR support, including author events and community initiatives.

 What investment is required to open a Crossword franchise, and what are the expected returns?

Investment varies on several factors, typical break even period is between 2-3 years and ROI: ~15-25% depending on footfall and location.

 Are you exploring new store formats such as smaller express stores, kiosks, or airport outlets?

We have 4 formats including Crossword Express, (smaller stores in malls and high streets), Standard stores upto 2000 sqft, brand stores between 2000-4000 sqft and flagship stores which are 5000 sqft and above. We also have our Airport bookstores catering to travelers and impulse buyers. The product mix changes slightly depending on the model.

How does Crossword curate its book selection to cater to different age groups and reader preferences?

Book selection is a mix of data-driven trends and human expertise. We use sales analytics to track reading trends. We have an expert team that curates bestsellers, niche genres, and regional books. We pay special attention to children’s books, YA fiction, self-help, business, and literary fiction. We offer a mix of international and Indian authors to cater to diverse readerships.

Beyond books, what other product categories are driving sales in Crossword stores?

 Apart from books, Crossword has seen significant growth in Stationery and gifts (journals, planners, premium notebooks), Educational toys and games for children, Merchandise inspired by books (Harry Potter, Marvel, anime) and Board games and puzzles for families and hobbyists.

 What trends do you see shaping the Indian book retail industry in 2024 and beyond?

Rise of excellent writing from Indian writers, Hybrid retail models offering convenience, Premiumization (collectible editions, luxury stationery), Experiential bookstores integrating cafés, reading spaces, and cultural events.

 Has Crossword explored AI-based recommendations or data analytics to personalize book selections?

Yes, we’re working with several partners to integrate AI-based systems to offer personalized book recommendations based on purchase history and use predictive analytics to forecast demand and optimize inventory.

What are the biggest challenges facing the bookstore retail industry today?

Competing with deep discounts from e-commerce giants, high real estate costs affecting profitability and technology serving as a distraction from reading time for younger generations

 How does Crossword compete with online book retailers and e-commerce giants?

 By creating a bookstore experience that digital platforms can’t replicate. Exclusive editions and signings, offering books and merchandise unavailable online, loyalty programs and in-store offers to drive repeat visits and omnichannel integration.

 What is your vision for Crossword in the next 5 years?

Our vision is to Enrich people’s lives through the power of books. We hope to be India’s most beloved bookstore chain, evolving into a literary and cultural hub. We aim to expand to 300 stores across India, including tier-2 and tier-3 cities, strengthen our franchise model to empower entrepreneurs in the book retail space, enhance our omnichannel presence for seamless shopping, develop AI-driven personalized recommendations and continue fostering a community of readers, writers, and book lovers.