Gifts

Giving a Read (From page 68) ally carry. We try to keep things affordable, so we’re not able to stock this type of backpack just yet.” McDowell works in conjunction with another buyer who handles the emblematic (logoed) merchandise, and the bookstore’s e-commerce associate to stock the gift section. “It’s definitely more than just me who makes the gift section. I work with students, I work with e-commerce to get an idea of what people want. Listening to people—especially the students—has been really, really great,” she said. “A lot of our website currently is marketed a lot more toward our emblematic wear—like clothing, mugs. There is a lot of outreach to students, but more to parents and alumni. In-store—our non-emblematic gift section is geared more toward students on campus, with things they can put in their dorms, or get a quick gift for themselves or someone else. Online and in-store are geared toward different customers—we’re trying to make it all into one.”

The selling philosophy at Central Michigan University (CMU)’s Bookstore is simple and straightforward: “Solid merchandising strategies and keeping your sales floor clean, neat, and organized,” according to Barry Waters , CMU bookstore director. He added, “CMU imprinted drinkware is a heavy seller for us, and imprinted stickers are very popular.” Stickers have been a popular seller for retailers of all kinds due to

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their versatility, low price point, and wide array of designs and color schemes. They are an easy way for students, fans, and alumni to show their school spirit, and they add a fun element of color and design to laptops, cars, and notebooks, among other items.

Bradford said, “We sell tons of decals. You can put them on cars, laptops. Drinkware is another huge category, whether coffee mugs, a travel tumbler, or branded shaker bottles. We have a little bit of everything. Students buy them, parents buy them, fans buy them. Pets are also a popular category. I’ve tried to add to it. If they’re a fan of the school, they want to get something for their pet. [We have] fun new toys, ballcaps for dogs, boneshaped magnets and ornaments. Anything ‘pet’ sells great.”

Besides offering a selection of gifts to appeal to a broad customer demographic, Bradford said she is making a conscious effort to follow the trend of stocking products made from environmentally friendly materials. “Everything is moving to more sustainable products. Rather than buying disposable water bottles, students are investing in a sustainable bottle,” Bradford said. “We’re just trying to branch out and expand. We’re known as a football school—we’ve been trying to branch out our athletics. We do carry some of the team apparel—golf,

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tennis, et cetera.” She said, “I’m always trying to find fun new products, and keep up with trends. There are a lot of trade shows out there, and it’s fun to find new vendors and products.” One of their new items will be wall art—a imprinted images of campus buildings, landmarks, and different aspects of campus on materials from canvas to wood. “[They’ll] make great gifts for internal customers—retiree gifts, award gifts, throughout the U.A community,” Bradford said.

McDowell said trends with Western’s students are cyclical: “It definitely varies on what is popular. We have two different companies who are doing a lot of mushrooms and cutesy, nature-themed images—that’s what the reps are showing me. Students want things that are fun but can be used day-to-day, like mugs and totes. We sell socks by a local company called Mod Sock and they are selling well. Fun but practical items are the trend I’m seeing in the store.”

Merchandising is a key aspect of showcasing a college store’s various items. Displays must catch the eyes of passersby, whether current students or campus visitors. Waters noted, “You want the customer to be clearly able to see the product and be able to handle [it].” McDowell said, “Merchandising is super-important. There’s the idea of ‘don’t judge a book by its cover’, but of course we do. The more put together and Instagram-worthy the display is—if a student actually wants to take a picture of it—the better it is. A good display has multiple levels to it. It can be shopped very easily, so a customer can take something from the display and it won’t be ruined. It should be easy to refill—a ‘hole’ can throw off the whole display, so it should contain items that can be replaced quickly by either the same or similar item. Or have a theme for the display so you can shift things around and they still work.”

Besides in-store displays, college store retailers utilize social media to advertise new merchandise, sales, promotions, and more. Shearer said the team at the KU store shares information about new items or sales

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