In the last decade or so, a lot more bookstores have opened up in all big cities, giving more venues to the avid readers hunting their ‘new favourite’ book. With every new addition to the bookstore market, the choices have become more varied for most, if not all. As for the bookstores, they have had to compete with each other for more buyers. They have started thinking of more creative marketing strategies that get more and more readers visit their shops till it becomes a habit.

The recently opened Books and Beans in Lahore, for example, is becoming a popular bookshop. It not only caters to the needs of insistent book lovers but also serves coffee-craving customers. According to Uzair Amir, Head of Marketing for Books and Beans, they are aiming to give the customers "an experience". He implies that most places sell books but do not use incentives to multiply the eye-catching factor.

Another interesting strategy employed by the new bookshops to captivate attention are the regularly organised book readings and discussions. These may not necessarily be book launches. Often, the authors, directors, educators are invited to talk about their work or a specific subject. "Last weekend, we called the director of the new Pakistani movie Shah. It was an exciting event and this week we are planning a discussion regarding organic cosmetics."

Oxford University Press (OUP) besides being a publishing house sells its own books. It keeps having book launches, previews and talks in its own premises apart from the occasional mega events at five star hotels. Liberty Books, which are basically distributors/booksellers, also have these book readings for both adults and children in  Lahore and Karachi.

Similarly, Aysha Raja’s The Last Word, also in Lahore, and ever since it moved to its new house routinely organises discussion sessions and lectures. "You constantly need to come up with innovative ideas. As we try to cater to all age groups, children interestingly, make up for a large chunk of our readership." The bookstore has a separate and rather enticing section for young readers.

Readings is one place that has remained popular with the people in Lahore. Initially, Readings was not merely a bookstore but a makeshift library, with a coffee shop as a bonus. Often, readers are found sitting on the floor engrossed reading.

However, the tradition is being followed by the new competitors. "Books and Beans is a library of sorts," says Amir. "We wanted to create a space where people could come and read while enjoying a cup of coffee." Interestingly, it is not necessary to buy a book from the bookstore; they are comfortable with people only looking around. This might come as a relief to those who are reluctant to buy budget-spoiling books but cannot help fulfilling their desire to read.

In the past, such liberty was allowed by Ferozsons alone where people would often come to just read books and surprisingly without having to read the seriously saddening words, "buy before reading," or being made to feel unwelcome.

All the incentives are marketing gimmicks. "At the end of the day we realise that a bookstore has a business end. We want to sell books but people must be given a chance to read without monetary restrictions, sometimes. The trendy bookstores are not only beautifully structured but also have large stalks of authors which might not be easily available at other bookstores,"  says Amir.

"We import a lot of books and try to keep maximum genres. After all, you never know what someone would come looking for. A diverse range of subject availability is crucial and we try to go out of the way to ensure that the position we have assumed in the literary circle, sustains," says Amir.

Another bookstore located in Lahore’s Liberty Market, the Variety Books, attracts readers of all hues. It might provide textbooks and stationery but also has a wide variety of novels, almanacs and anything to soothe a reader’s addiction. According to the manager of the bookstore, not wanting to be named, the book reading trend has ‘escalated’ instead of declining. He realises that prices might be a hindrance but book lovers buy what they want, regardless of prices. "Bookstores have an emotional value that distinguishes them from other business ventures."

However, they are like any other business in principle. "We have to be perceptive. After all we have customers to cater to. On one hand we have to ensure that our prices are not too high but they cannot be too low either. At least, a balance has to be maintained for [our] economic survival," believes the manager at Variety Books.

It might be assumed that bookshops within shopping malls are a good attraction but the assumption is defied by some, if not all. Muhammad Salman, a student and ardent reader, says: "Bookstores like Readings not only let you roam through the aisles of books. It is a place my whole family loves to visit. Everyone finds something to buy at the end of the day." The teenager says, "it is better to have a bookshop that is isolated. I do not visit bookstores that are located in shopping malls. The reason is innumerable distractions within malls including other shops."

Bookstores have a lot to give to those who harbour a zeal for reading. Each one is trying to renovate the basic bookshop into a place that people would visit even if the reason is only to "take a peak".