Article: Vroman's empire. (Vroman's Bookstore in Pasadena, CA)

How does an independent bookseller compete with the likes of Barnes & Noble and Borders Books & Music?

If the independent happens to be the well-established Vroman's Bookstore in Pasadena, it expands its floor space, adds a cafe, bolsters its extensive gift offerings, and accentuates customer service.

It also focuses on something the giants can't do - responding to local customers' changing tastes. For example, when customers gave a lukewarm response to Vroman's bargain books section, the size of the section was reduced to make way for a "museum shop" with art and architecture-themed books and gifts.

"A small business can (respond) better than large ...

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