Libraries of all types are facing an increasingly competitive environment for information services.   The Internet, book and video chains, and other retail outlets are offering resources that libraries previously monopolized.  These sometimes-competitors offer planned, uniform service environments that focus on the needs of the customer.  The experiences of library users are being shaped by their retail interactions and experiences online and in stores.  While user expectations are changing, libraries have not evaluated their spaces and service models based on retail experiences and standards.

Metropolitan Library System, in partnership with four member libraries, wrote an LSTA grant to bring in a nationally recognized retail space consulting firm to help understand the changing needs of library patrons. Four libraries in the Chicago area, three public and one academic, were studied for two days each, utilizing a combination of observation, interviews and video. Researchers used mapping programs to track and time patrons’ movements and interactions within the library, library patrons were given an exit survey to discover their experience in the library and what services they use, and small video cameras were installed in key areas of the libraries in order to capture behavioral patterns, traffic flow, and wait and transaction times.  The results of the study were presented by Envirosell Inc. on April 29th, 2008.  Below are some of the key findings they spoke about.

Library Visitors

Patrons visit the library fairly often.  At least half of the patrons reported coming to the library once a week, with 95% reporting they come at least once a month.  The largest group of patrons at the library was ages 34-44, with one third of public library patrons being under the age of 24.  The most surprising finding on library visitors was that about half primarily visit alone, and are only in the library for less than ten minutes. 
This finding, combined with the fact that one-third did not know what they wanted before they arrived, provides a great opportunity to libraries to target materials and services to a receptive audience.  In a traditional retail model, a single shopper is more open to product messages than someone shopping with a partner or family.  This openness gives a library the opportunity to connect a patron with what they want.

Visitor Behavior

One-third of patrons visited a desk as their first destination.  Whether this was to allay confusion or seek knowledgeable help was unclear, but they clearly sought staff to direct or assist them.  This was particularly true of desks closest to the door, which impacts how these service desks may be staffed in the future.
Age impacted where in the library users visited.  Younger patrons used the computers and seldom visited sections with circulating materials.  Older patrons were less likely to use the computers and self-check.  Patrons of all ages who stayed in the library longer were using the library as a gathering place, a study space or a social space, not just a place for information and materials.  Also, while 70% of patrons checked out books, 51% also checked out audiovisual materials like CDs, DVDs, and audiobooks, with a large number of younger patrons preferring AV over books.  Libraries will need to respond with a wider variety of audiovisual items as this trend continues.

Assistance

Over half of patrons, excluding circulation transactions, were observed receiving assistance of some kind.  Finding items on the shelf caused the greatest need for assistance, followed by finding the right section.  Less than 15% of patrons needed help with guiding research, explaining services, and recommending items.

Libraries will need to reconsider how they are staffed and how they are marketing services to respond to these kinds of trends.  While patrons are receiving assistance, some of their needs could be better met by staff where the patrons are located as opposed to coming to a desk. Site-maps and coherent signage may alleviate some of these directional questions, freeing staff to take on other patron-focused tasks.

Signage

A major strength of any good retail environment is the clarity of their signage.  Compared to other spaces, library signage was viewed very infrequently, by only 12% of patrons.  Of this low number, signs on the stacks were consulted the most.   Envirosell staff also commented on the confusing language of some signs, which had a large amount of jargon or abbreviations that meant more to staff then to the patrons.

Signage is the greatest tool to connect patrons with materials, either by indicating sections or introducing patrons to new authors.  Easily changed, attractive signage in highly visible areas produces the most impact.

Best Practices and Looking Forward

MLS staff and the four partner libraries are currently working on a set of best practices based on Envirosell’s findings.  The final report will be distributed at a session on July 22nd, 2008 at the MLS offices in Burr Ridge. Attendees at that session will have the opportunity to hear each partner speak about their experiences, as well as what they plan to do with the findings particular to their library.  Academic libraries will have an opportunity to discuss the findings particular to North Park University, the academic partner on the grant, at a meeting on June 13th, 2008 in the MLS offices in Chicago

Further findings and the implementation of changes based on the project will be discussed at the Illinois Library Association Conference in September.

For those interested in viewing Envirosell’s presentation and report, they can be found on the MLS website.  The best practices report will be posted here as well after the July 22nd presentation.