Farfilò : 0-6 specialized bookstore

THE BOOKSTORE

Farfilò opened in Verona during 2012.

It is a specialised bookstore for children 0-6 years old where books are presented as exceptional toys.

Its slogan is "gioco. leggo. creo." (Play. Read. create.)

THE BOOKSELLERS

Paola and Lucia are Farfilò's managers.

Paola is the mother of a little child while Lucia has a ten year long experience in the children area of the public library. In addition to this Lucia attended a weekend course at Centostorie  an innovative specialised bookstore in Rome offering, also, courses for booksellers.

EDITORS AND DISTRIBUTORS

Specialised fairs and salesmen are the main contact point with editors and distributors. Nevertheless the web is useful. The limit of catalogues (both paper and digital) is that the possibility of checking the actual book is crucial, especially regarding books for 0-6 children.

Clients looking for titles are an valuable source of new books at Farfilò.

PROMOTION

Farfilò manages a lively page on Facebook, where Paola and Lucia:

_ promote upcoming events and products;

_ post pictures taken at the store during events;

_ post creative ideas found on-line, to build a stronger relationship with their clients.

They see the need for a website.

A website would be a better window for the store. It would be a channel for deepening and research material, and a structured container for pictures and updates. Furthermore, Facebook works for people younger than 40 years old, while, usually, older people prefer a traditional website.

Farfilò often organises activities like Laboratori a voca alta (Loud Labs), meetings where children are playfully introduced to books. Furthermore, it organises activities in nurseries and primary schools to promote reading.

RELATIONSHIPS

With associations

Farfilò does not belong to any association yet. Paola is considering to be part of ALI, but she thinks that, considering the size of the store, local networks and the word of mouth is probably more relevant than national associations. Farfilò cooperates with Il Melograno, an association aiming to support parenthood especially before and during the first years of the child; Farfilò cooperates also with Fuoriscala  an association that creates events to value public spaces and people; an other collaboration is with  Trick Animation Festival  held in Verona.

Lucia says that they wish to establish as many collaborations as possible.

With other bookstores

Farfilò does not have contacts with other bookstores yet. Paola seems interested in contacting other bookstores specialised in 0-6 years old children, as well as other local bookstores, to exchange ideas and to organize activities.

With libraries

Lucia is constantly in contact with the local public library.

She worked there for a few years and now there are many projects shared by the bookstore and the library.

The collaborations between Farfilò and the Library is so lively and fruitful for two main reasons:

_ Lucia knows the library's staff, and there is no need to "open" a dialogue

_ the chief manager of Verona's libraries supports the promotion of reading among kids: he is promoter for  Nati per Leggere  (born to read)

NOTE. Lucia recognises that booksellers see libraries as competitors where she thinks that they are not. Furthermore, she thinks that the spacial and social surroundings of a bookstore are essential to its identity and success: a bookstore must be an integrate part of its neighbourhood.