Bridging global literature with local readers in Bishkek

With a focus on making English books accessible, IQ Bookstore caters to diverse tastes, promotes engaging community events like book clubs and fairs, and embraces social media trends for book marketing. Here, Aidai Maksatbekova, CEO of IQ Books LLC shares more.

AABP: Brief us about your bookstore as who are your primary customers?

Aidai: IQ Bookstore is the only English-language bookstore in Bishkek, Kyrgyzstan, catering to a diverse group of readers. Our primary customers range from students and professionals to expatriates and avid readers who are passionate about expanding their knowledge and perspectives through books. While English is not the primary language in our country, we focus on making English books accessible to our audience, offering them the opportunity to explore global literature and stay updated with newly released titles. Our goal is to ensure that our readers can enjoy the same books the world is reading, fostering a connection between local readers and international literature.

AABP: How do customers usually find out about new books in your store?

Aidai: Customers usually discover new books through our active presence on social media platforms, where we consistently promote our latest arrivals, bestsellers, and special collections. Additionally, we’re currently developing a new website that will allow readers to conveniently check our inventory online, ensuring they can quickly find out whether a specific book is in stock. This combination of social media engagement and an upcoming user-friendly online platform helps us stay connected with our readers and keep them informed.

AABP: What recent trends in book marketing have you noticed?

Aidai: In recent years, one of the most prominent trends in book marketing is the rise of social media influencers and book communities, such as those on TikTok (#BookTok) and Instagram (#Bookstagram). These platforms have created vibrant spaces for readers to share reviews, recommendations, and personal connections with books, often driving significant sales for featured titles.

Additionally, personalized marketing has gained traction, with bookstores tailoring recommendations based on customer preferences. Online tools like newsletters and curated lists play a key role in engaging readers.

Another trend is the emphasis on diverse and inclusive literature. Readers are increasingly drawn to stories from underrepresented voices, and publishers are responding by promoting such works more actively.

AABP: What marketing channels do you use to promote books?

Aidai: Social media serves as one of our primary platforms for promoting books. We actively use Instagram, Facebook, and TikTok to engage with our audience through posts, videos, and interactive content, keeping readers informed about new arrivals, recommendations, and special events.

In addition to our online efforts, we organize book fairs in schools and universities, creating opportunities for students and educators to explore a wide range of books. These events not only promote reading but also strengthen our connection with the academic community.

We also run book clubs, where readers can come together to discuss their favorite books, share insights, and build a community centered around their love of literature.

AABP: How do you decide which books to promote heavily?

Aidai: Customer demand is one of the most significant indicators—if a particular genre, author, or series is trending, we make sure to highlight those books.

We also pay attention to global trends, such as bestsellers and award-winning titles, ensuring that our readers have access to the books the world is talking about. Additionally, we prioritize books that align with current interests in our local community, whether they’re related to personal development, academic needs, or entertainment.

Books by underrepresented voices and those with unique, thought-provoking content often get special focus, as they bring diversity and fresh perspectives to our collection. Our goal is to strike a balance between offering what readers already want and introducing them to titles they might not have discovered on their own.

AABP: Do you collaborate with authors for book signings, readings, or other events? How effective are these events?

Aidai: Since IQ Bookstore specializes in English-language books and most authors are based abroad, collaborating directly with authors for book signings or readings is a challenge. However, we often organize events with local translators, who provide unique insights into the books they’ve worked on, making the stories more relatable to our audience.

Among all our initiatives, book clubs have proven to be the most effective. They create a space for readers to connect, discuss, and deeply engage with the books they love. These gatherings foster a strong sense of community, encourage more people to read, and often lead to increased interest in featured books.

AABP: What role does customer feedback play in your marketing strategy?

Aidai: Customer feedback is at the heart of our marketing strategy at IQ Bookstore. By listening to our readers, we gain valuable insights into their preferences, helping us curate our selection and decide which books to promote. Feedback also informs us about the genres, authors, and topics that resonate most with our audience, enabling us to tailor our recommendations and events accordingly.

We actively encourage feedback through social media polls, direct messages, and interactions during in-store events, such as book clubs and book fairs. This not only helps us improve our offerings but also strengthens our relationship with our customers by showing them that their opinions truly matter.

AABP: How often do you run promotions or discounts on books?

Aidai: We don’t run discounts frequently, as we focus on maintaining the value of our carefully curated selection of books. However, during major holidays like Christmas, we offer special promotions and discounts to celebrate the season and give our customers an opportunity to enjoy books at a more accessible price. These limited-time offers help attract new readers and give our loyal customers something extra to enjoy during the holidays.

AABP: How do you decide on the placement of books within your store?

Aidai: We regularly refresh our store layout to keep the shopping experience dynamic and engaging. We have dedicated sections for new releases and bestsellers, but we also enjoy experimenting with creative displays to keep things exciting for our customers. For example, we feature sections like “Banned Books” and “Nobel Prize Winners” to showcase important or thought-provoking works.

We also think outside the box with displays like “I Remember the Title Was Blue,” where we curate books with blue covers, adding an element of fun and surprise to our store. These sections are always changing, and our goal is to create a fresh experience for every visit, sparking curiosity and encouraging readers to explore books they might not have considered before.

AABP: How important is cover design and book packaging in attracting customer attention?

Aidai: Cover design certainly plays a role in attracting customer attention, but I wouldn’t say it’s the most important factor. While many readers are drawn to books with beautiful covers, especially when choosing a gift, the content and recommendations typically drive the decision to buy. However, creative and attractive packaging is definitely a key factor in customer experience. We have a dedicated section in our store where we display beautifully packaged books, showcasing how we can present them as thoughtful gifts. This not only highlights our attention to detail but also inspires customers to purchase books for gifting purposes, knowing that the presentation will be just as special as the book itself.