Foreword Online

Ideas, information and industry news for collegiate retailers

The Role of Direct Mail in Marketing to Digital Natives

Posted by Wendy Gish on 6/29/16 12:00 AM

I have a 13-year-old child. I know I’m biased, but she’s brilliant, funny, articulate and extremely self-aware for her age. It’s hard to believe, honestly, considering she spends hours a day staring blankly at her electronic devices. Like every other parent with a digitally native child, I worry about how she’s growing up differently than we did— spending more time on screens than outside with nature, communicating with her friends online instead of in “real” life and generally not interacting with the physical world as much. How will this affect her emotionally? Will she have less tangible experiences and memories?

As a retailer whose customers are digital natives, you are asking yourself similar questions to keep their business in an increasingly competitive digital marketplace. 

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Snapchat Tricks Your Store Needs to Try

Posted by Joe Clarkin on 6/28/16 4:00 AM

There are hundreds of millions of users sharing billions of photos and videos each day on Snapchat, and the biggest demographic just so happens to be the 18-24 age bracket. For your store, that means students. If you can find a way to execute a solid Snapchat plan that those students will find engaging, you might end up with a bigger user base than ever before. In order to accomplish that goal, there are just a few things you're going to want to try out:

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Danville CC Tackles Social Media with Three-Person Team

Posted by Dean Asher on 6/27/16 8:33 AM

Few people argue that a social media presence is anything less than imperative for a college store to succeed today. However, many college retailers will argue that with a seemingly unlimited list of responsibilities spread among an unquestionably limited staff, committing time for Facebook or Twitter can fall to the wayside.

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Customer Service Lessons From the Trenches

Posted by Kate Seat on 6/24/16 5:00 AM
Employees who consistently provide the best possible customer service have a few traits in common. In addition to being thoroughly trained, these standout staff members are generally happy, enjoy their jobs and have a clear sense of what's expected of them. To make sure that your team exhibits these qualities, learn how other companies excel at providing great service:

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What Makes Data Governance So Important To Your Store

Posted by Dean Asher on 6/23/16 5:00 AM

We talk a lot about big data and business intelligence, and how these things can help you make better and more informed business decisions. The process of how that data is controlled in your store and on your campus — plus who has access to each data set — can be equally important to ensuring things are running smoothly and everyone is on the same page. While the concept of data governance may sound overly complicated or lack the excitement of what your data itself represents, Forbes argues that having a good system of governance in place can make all the difference in developing and utilizing actionable insights from your data.

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Are Students Being Priced Out Of a Higher Education? [White Paper]

Posted by Dean Asher on 6/22/16 5:00 AM

Whether they like it or not, students are most likely going to need their textbooks if they want to be as successful as possible in their pursuit of higher education. But with the costs of both tuition and course materials rising exponentially above the rate of inflation, are students able to afford to be successful? According to figures from the United States Department of Labor and, from 1986 to 2014, overall inflation rose by 115%, but tuition and fees increased by 365% and college textbooks have gone up by 82% in just the last 10 years.

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Could Psychology Be the Key to Optimizing Your Social Media Strategy?

Posted by Joe Clarkin on 6/21/16 4:00 AM

Psychology comes into play every second of every day. How people think and behave affects not just their own experience, but the collective experience of those around them. Within the field of psychology, there a numerous concepts: theories and ideas that attempt to explain why people do what they do in certain situations. Some of those theories are applicable to social media, where things like short attention spans and fear of missing out (a.k.a. FOMO) drive customers. Check out these examples of psychological concepts that could help your store bring in traffic from social media:

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Flyer Spirit Reopens Right Next Door

Posted by Joe Clarkin on 6/20/16 4:00 AM

When the Flyer Spirit Store at the University of Dayton decided it was time to open up a new space, they didn’t have to look far.

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Easy Ways to Increase Referrals and Word of Mouth

Posted by Kate Seat on 6/17/16 11:02 AM

Advertising your store can be time-consuming and expensive. Instead of using traditional methods, why not let your customers spread the word for you? Since you're already providing exceptional service and the items people want to buy, using word of mouth to your advantage is simply a matter of giving your customers the right outlet to share their experiences.

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Posted by Erica Martin on 6/16/16 4:38 PM

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