80 shops will have displays for the hit Japanese novel; campaign includes Tube advertising
The paperback edition of last year's hit Japanese novel, Convenience Store Woman by Sayaka Murata, is launched today (2 May), with publisher Granta using three different covers and the backing of an "ambitious" consumer and retailer marketing campaign. Participating bookshops will display copies of Convenience Store Woman in bespoke vending-machine-style FSDUs (free-standing display units), inspired by the devices found in Japanese convenience stores. Granta has produced more than 30 of the FSDUs, which are going to bookshops round the country and as far afield as Singapore. About 80 shops will display POS including posters in multiple colours (reflecting the three colour options in which the book is being published), soy sauce fish bunting, pin badges, and bookmarks.
In London, consumers will see yellow, pink and blue adverts on the London Underground network, bearing the strapline "She found happiness on the shelf". In the week before publication 36,000 copies were in print, with the high demand leading to a reprint before books hit shops. The original edition of the book, which was translated by Ginny Tapley Takemori, sold over 46,000 copies in trade paperback worldwide and almost 10,000 ebooks.
Simon Heafield, senior marketing manager at Granta, said: "We've always been proud of our translated fiction list, and Convenience Store Woman is proof that there is a huge audience out there hungry for novels from around the world. We're looking forward to finding a whole new readership for Keiko and her adventures with the help of these stunning new editions and the overwhelming support of booksellers."
The paperback jacket was designed by Luke Bird, whose cover artwork for the original won the best cover design in the Literary Fiction category at the Academy of British Cover Design Awards. Sayaka Murata's next novel, Earthlings, is due from Granta next year.