Try Something New and Different (to You)

So here’s a list of possibilities. At CAMEX 2020 in New Orleans, the educational session Unexpected Retail Strategies to Capture New Revenue offered a host of successful promotions, merchandise, and services that speakers Shannon Blackwell and Kara Bunde-Dunn had spotted at campus stores. Blackwell is vice president sales, Prism RBS, Nebraska Book, and Bunde-Dunn was then a senior vice president with Nebraska and is now executive vice president of sales and marketing for Tree of Life Bookstores.

Some of the strategies highlighted in the session have been around for a while, but if your store hasn’t considered them before, now might be the time to see if they’re a fit for your new normal.

Even before the pandemic upended the traditional ways that stores sold textbooks, some campus stores were already offering special delivery and pickup options:

• UNO Bookstore, University of Nebraska-Omaha, was delivering books in less than 24 hours, utilizing a fulfillment center staffed by student workers in three eight-hour shifts. They delivered to apartments as well as dorms. Pickup within 24 hours was also available.

• The Alvin Community College Store, Alvin, TX, reserves a parking spot during rush to enable students to quickly run in just to pick up a textbook order. “They worked with security to ensure kids don’t get ticketed,” Bunde-Dunn said.

• The Book Mark, Gustavus Adolphus College, St. Peter, MN, takes orders online, boxes up the books, and delivers them to dorm rooms before students arrive.

• To help out upperclassmen who tend to live off-campus, several stores provide a concierge service for ordering materials and then picking them up at the student center on campus at a convenient time. To keep orders straight, the stores provide a confirmation number that’s emailed to purchasers.

• In a partnership with Coca-Cola, the USD Torero Store, University of San Diego, San Diego, CA, sells a branded refill cup with an RFID chip embedded in the bottom. The chip allows the institution to gather information on where students go on campus and their beverage preferences. The store also rents portable phone chargers, either for a one-time charge or with a monthly subscription. Students can pick up a charger at one retail location and drop off at another.

• Having an onsite screen-printing operation allowed the University of Toronto Bookstore, Toronto, ON, Canada, to offer custom-printed shirts to departments and individuals, bringing a lot of foot traffic into the store. “A lot of academic departments like having that resource,” Blackwell noted. Other stores with in-house printing capabilities have expanded into posters and stickers.

• Some stores have found success with web-based registries where students (or alumni) can set up wish lists for branded gifts, not just for birthdays, but also weddings and baby showers.

• Subscription boxes are a growing service. At several large universities, the quarterly boxes are geared to spirit merchandise, but subscription programs can follow other themes, too. “Imagine doing this with bundles as well,” said Blackwell. “Think about a holiday perspective, or for major games during the year.” She also suggested promoting the program in the local community.

• The Campus Computer Store, University of Texas, Austin, provides a repair service for computers and phones. 

• Vending machines that accept student ID cards for payment are also becoming more popular.

• “Students like those things that impact the world in some way,” Blackwell said. Some stores offer cause-based products that are inherently beneficial (free-trade items or made with sustainable materials) or that support certain causes or groups with a percentage of profits. Campus stores may also be able to donate to campus and community causes with designated sales of regular merchandise. Blackwell recommended choosing multiple causes to help, rather than focusing on one.

• The 49er Shops, California State University-Long Beach, host a special annual event for alumni, faculty, and staff, featuring food, wine, music—and a showcase of the store’s general merchandise. “It’s an appreciation night, but they also sell a ton of merchandise,” said Bunde-Dunn.

• Try selling tech products to faculty and staff. “They’ve got to get this from someone, why not you?” said Bunde-Dunn. Also offer bulk purchasing to departments and provide delivery service, using student workers.

• Keep your eyes open for opportunities. The Ragin’ Cajun Store, University of Louisiana, Lafayette, noticed the trash can near a campus bus stop was always full of empty coffee cups. So the store set up a small branch shop at the stop to sell coffee. “It was a huge success,” Blackwell said.

• The Campus Store, Pensacola Christian College, Pensacola, FL, installed a grab-and-go convenience store in a dormitory by renovating two rooms.

• Some stores have set up spaces to showcase specific brands of merchandise, similar to what you see at big-box stores. Vendors are often willing to work with stores on merchandising.

• Partner with an art supplies vendor to host an art night where customers can try their hand at a creative project, plus some snacks. Supplies can be offered at a discount.

• Open up a space for musicians to jam and offer special pricing on music supplies.

• Hold regular game nights with board games or electronic games. Offer rental of games for students to enjoy back at the dorm.

• Set up coffee or hot chocolate stations to offer free beverages at select times.

• Show off new apparel arrivals with a “reveal night” at the store. At some schools, what the coaches will be wearing each season is a big deal (if the same gear will be offered in the store), so play it up with a reveal event.