We definitely recoup the cost. We have someone who comes in every other day and all she does is respond to e-mail and get the orders off. The rest of the staff picks up the slack on the other days, so that orders can be shipped out daily. They can pick up the book they order online in the store. The Chapter 11 chain is event oriented and uses its listserv to send out reminders about author signings.
Customers can get an online newsletter and an updated list of events.
It's not really ideal for us. For her, the store's Web site is just one more service, like the Olsson's frequent buyers card. Among those featured last month were metal hand-shaped bookends and a plastic accordion. Like Chapter 11, Booksmith encourages customers to order online and pick up their purchases in the store. That in itself ended up being expensive.