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Students Speak Out at CAMEX
03/14/08
How can a college store lure frugal students through their doors?
"If there's a frequent buyer card, dude, I'm there."
What types of products would draw students into college stores for their shopping desires?
"You know those Nike shorts. I have one in every color. I mean, like, whatever."
These comments are just a sample of what the students had to say during the CAMEX educational session Students Speak: Perspectives from Students. These future leaders, and even possible retailers, participated in the session to offer feedback—straight from the customer's mouth—to attendees in a standing-room-only session. The interest in what the students had to say was so popular attendees went hunting the halls for extra chairs to fill the room.
Those who came to pick the brains of their customers were not disappointed as the students told CAMEX goers what they thought of their college stores, why they do or do not shop there, and what they believe should be done to make stores more attractive to students.
While three of the five students were pretty "gray" in answering questions, two young woman, both University of Texas-Austin students, were from opposite ends of the spectrum and not afraid to let their feelings be known.
On one end, was Alyssa, a sophomore. She lives at home with her mother while attending school. A cost-conscious shopper who would not buy anything that didn't have a serious markdown, Alyssa is a college store's worst nightmare. She only goes to the college store in emergency situations. Her books are bought online and all supplies come from big-box stores. As for clothing apparel with the school's logo on it, she's simply not interested.
Then there was Courtney, a freshman with a credit card that, by the way she was talking, had no limits. Alyssa is a Wal-Mart shopper because "it's so much cheaper." Courtney, on the other hand, is, well, a shopper. It doesn't matter to her where or when. If a product catches her eye, she's making her way to the register with it. It appeared this young lady never met a store she didn't like.
Courtney's buying power didn't go unnoticed by the audience. Immediate Past NACS President Bill Simpson, general manager of the UConn Co-Op, University of Connecticut, Storrs, couldn't resist directing a question to Courtney. Simpson wondered if the freshman would consider transferring from Texas to UConn. It drew several laughs from the audience, but Courtney said the weather was too cold. After all, she wouldn't be able to wear all those Nike shorts (one in every color) that she's got stocked in her sorority house.
When it came down to it, though, the majority of the students said college stores need to show them how they're not overpriced and need to provide discounts on products they would be interested in purchasing. They should offer big discounts, and by big these students are talking about 20% or more.
"The students were all honestly blunt in their initial responses," Simpson said. "They shop for price. They are willing to inconvenience themselves for access to less expensive items and they think bookstores are overpriced."
Students want bright, fun and colorful items—things that catch the eye, they said. Notebooks, highlighters, wallet-type key chains and any other type of product that's both useful and flashy are among the items the students said they want in their college stores. And although green products appear to be all the rage, this panel of students didn't really care, as long as the price is right.
"As the discussions went on and the students thought about issues a little more deeply they came out with feelings that were more friendly toward the bookstore. I have found that to be typical. However, most students never get past those initial feelings," Simpson said.
When stores do come up with a marketing plan they think students will like, don't send it to them through e-mail. It will likely get deleted, the students said. Texting, however, is a good way to get through to them. For now, anyway.
—Dan Pender
Sound Off!
FK Rose (Frose@unm.edu) 4/18/2008 2:36:41 PM
We are hampered at our university in that we are not allowed to use e-mail or text students about happen's at our bookstore.
Sound Off!
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