Summer is a naturally slower time for collegiate retail. How can college stores drive more customer foot traffic and boost sales through the quieter summer months? Here are three strategies your campus store can take to increase summer sales.
3 Summer Sales Opportunities
- Host a sidewalk sale during campus tour events
As students and families gather on campus for tours and new student orientation, they are excited about the next chapter in their life. A sidewalk sale is a fun way to celebrate the warm summer months and entice the new students with logoed merchandise.
Simply identify the inventory you most need to sell before the next term starts. Set up eye-catching displays outside the bookstore. If your bookstore isn’t in a high traffic area of campus, consider setting up a pop-up location where you will be sure to be seen by the visiting new students and families.
While you have them at your table, share information with them about how the store can help them get their books for the next term. If your school has an inclusive or equitable access program, include an informational sheet in their bag with their purchase. - Set-up a pop-up at community events
Does your town host any summer festivals or events? It is possible the community or alumni at the events would love to pick up a shirt, sweatshirt or coffee cup from the bookstore.
Research the events in your area and what you need to do to have booth or table space. Taking part in community events strengthens the bookstore’s ties to potential shoppers in the area and makes it easy for them to show their support for your school (finding parking around campus can often be a challenge and might deter community members from stopping by the store).
Check out our conversation with the University Store at the University of Central Missouri to learn more about the mobile collegiate retail solutions they use to improve remote functionality. - Hone online and email marketing
The summer months can also be a great time to focus your attention on online sales and promotions. Do some A/B testing with your customer emails and promotions. Keep track of what produces the best results and then use that information throughout the school year to boost your marketing efforts.
For example, test out several types of email subject lines. See what improves your open rates. Work on distinctive designs for the body of the emails. Perhaps an email focused on a singular product will promote more click-throughs, or maybe covering a wide range of products increases click-through sales.
Use this time to gather data and figure out what methods work best with your audience. Check out 5 Ways to Grow Your Customer Email and Text Message Marketing Lists.
