Ideas, information and industry news for collegiate retailers

College stores have always been able to offer students and the campus community a more personal experience than online competitors. As more shopping moves online due to COVID-19, how can college stores continue to stand apart? The Morehead State University Store emphasizes community and offers a personal touch to online orders that encourages customers to come back again and again.

The University of Maryland Baltimore County Bookstore is working hard to adapt and adjust to current conditions. We recently spoke with UMBC Bookstore Director Erin McGonigle to find out how they engage students, increase eCommerce sales, improve their omnichannel presence and promote the UMBC community.

When bookstores build community, they fuel campus retail relevance. The four bookstore events presented here have successfully nurtured community at colleges across the country. All are powerful bookstore marketing tools that bring campuses together.

For the University of Pittsburgh Stores’ Steven Wilson, events are a powerful college store marketing tool. He manages The Pitt Shop, one of the University of Pittsburgh’s two standalone apparel stores. Situated on a main thoroughfare that links the university and downtown Pittsburgh, The Pitt Shop attracts students, faculty, staff and city-dwellers looking for the latest in Panthers attire. We sat down to talk to Mr. Wilson about marketing bookstore events for a wide range of customers.

For Vincennes University Bookstores' Director Karen Faulkner, collegiate retail is about putting students first. She and Marketing Director Aimee Cummings regularly host bookstore events that draw hundreds of students, drive word of mouth and nurture the bookstore’s reputation as a lively campus hub. We sat down with Ms. Faulkner and Ms. Cummings to ask about what makes events successful, how they affect campus bookstore marketing and why fun events can never really fail.

Navarro Community College Bookstore Director, Terri Mitchell, knows how to host a successful campus event. Her bookstore organizes celebrations that promote the school, raise scholarship funds, bring prospective students to campus and foster deep ties with the college’s Texas community. This year, she co-led a talk about campus store events at the MEGA conference in Reno, Nevada, called “Food for Thought: What is your store worth to your campus and community?” It focused on creative ways to demonstrate your store’s value. Ms. Mitchell and her co-leader earned a standing ovation.

Adjunct and part-time faculty make great evangelists for a campus store, because they are responsible for much of the undergraduate teaching on U.S. campuses. A temp-friendly faculty sale event is a fun way to win loyal customers and increase your campus profile.

Creating opportunity for interpersonal contact is one of the best ways for campus stores to increase faculty engagement. Here, you’ll find a marketing plan template for two kinds of event that are sure to attract teachers, faculty readings and a faculty appreciation night. Events like these can burnish your store’s reputation among faculty and nurture positive word of mouth in the campus community.

Collegiate retailers know that performing well on a chemistry final depends on many factors, including whether you’ve eaten well. As students prepare for finals this season, remind them your store is an excellent place to find healthy food that fuels academic achievement. Host a Finals Fuel Sale Event, highlighting the snacks and convenience foods your store offers that nurture the whole student — body, heart and mind.

The college store is more than just a bookstore. It can be a total support system for the entire campus. Innovative stores create opportunities to better serve their campus community. Recently, we sat down with University of Minnesota Bookstores’ Marketing Manager Kari Erpenbach to discuss how their Tech Time courses have helped engage the campus community and increase store traffic.