Paula's Picks at Connect2One

Weather Report: Chilly Toes Ahead

2011-10-26T04:55:00.000-04:00

I am on a mission to save our mannequins! Until every mannequin has shoes to wear, I will not rest. Call me the Tom's of the mannequin world or just call me a bit compulsive on the issue.

At Aeropostale (above), their mannequins are set for the season with Ugg style boots, jimmers, layers of tees, sweats and even hats in hand. At American Eagle (below), their mannequins don't even have feet, but if a body were to slip into the clothes, the outfit would be complete from accessorized scarf, belt, shoulder bag and on down to suede clogs.

The bigger issue is how often times we overlook the small details. The finishing touches do make a difference. Sure, you don't sell shoes, but barefoot mannequins just lack class. For those of you reading this who are Connect2One members, email me the sorry plight (and pictures) of your shoeless mannequins. I'll pick the best story and send a pair of shoes to the rescue. Email: phaerr@connect2one.com by November 30, 2011.

Be Fruitful and Multiply

2011-10-19T05:20:00.000-04:00

That's a lesson I learned at the National Association of Convenience Stores convention (or as I call it, the other NACS) a couple of weeks ago. What am I talking about? Major brands have learned that the name alone will take customers to new products. Witness my beloved PEEPS that now appear on shelves year-round (not just at Easter), are dipped in chocolate, coated in chocolate, dyed in rainbow hues, morphed into pumpkins, snowmen and hearts, turned into marshmallow PEEP suckers (above) and, coming soon, PEEP snack bars made with crispy rice!

Can you think of how many versions of M&M's have appreared on your local candy shelf? We all have our favorites - I'm staring at a bag of peanut M&M's that are calling my name - and you can be sure that I'll try the new mint dark chocolate M&M's when the hit the shelves next year.

Jelly Belly goes from the simple bean to soda pop, frozen "slushy" drinks, soft-serve yogurt, even ice cream. And more flavors than I can imagine!

In the meantime, what about your business do you do really, really well? How can you multiply that effect in your customers' eyes? Food for thought.

Are you telling your customers the glass is half empty?

2011-10-12T04:30:00.000-04:00

I came across an article today that was so profound, I had to share it. To recap the message, the article poses the question of negativity behind the simple phrase "Out of Stock". Did your mouth just make a frowny face reading those words? And, when applied to your own store, what impression does the customer have about you? Not, the original manufacture, what about you?

By simple wordsmithing the negativity can be pushed aside. Restating the issue as "Shipping Nov. 15" or "Pre-order Now" can shift the disappointment to anticipation. You've given the customer time expectations. You could even offer a substitute at a reduced price or a pre-order service with an additional bonus for those who wait.

It's all in how you phrase it. Now that this article has opened my eyes, I can't wait to find more examples of how we can communicate that the glass is really half full and the drink is delicious!

Read the complete article at:

Reframe a supply problem to build anticipation at the The Globe and Mail (Toronto)

A Sale by any other name is still a SALE!

2011-09-29T06:42:00.003-04:00

SALE! A universal concept, delightfully signed at retailer Mango in the Las Vegas Fashion Show Mall.

Creating Immediacy

2011-09-21T06:21:00.002-04:00

Looking to create some excitement in your store?

Consider in-and-out promotions that deliver limited availability product at great prices. The "get it while you can" philosophy creates an urgency to get in on the deal NOW!

Syracuse University Bookstore targets freshmen with a limited edition Class of 2015 t-shirt at a super $7.99 price. Iowa Western College Store offers up prices that can compete with any retailer promotion at $14.99 for these fleece items. But TWO DAYS is all you get for this super deal.

Make it a Combo

2011-09-15T06:59:00.003-04:00

We've all done it - bought the combo at the drive-thru because it's a package deal. Finding a way to do that in the apparel department in your bookstore isn't as easy as adding fries to your burger and drink but here's how several stores have gotten creative with the combo concept.

The above example comes from Utah State University Book Store in Logan, Utah. In a feature area in the store, the Game Day Package lets customers choose from a selection of items to come up with their own package of 5 items for 50 dollars. Rather than just a purchase for a hoodie or a tee, a complete ensemble is personally selected by each customer at a bargain price.

At Varney's Bookstore, this toddler set from Third Street Sportswear arrives in store, ready for merchandising with the hat attached to the tee. Again, whereas a customer might be thinking of a tee purchase, the package deal is a no-brainer.

You can even borrow an idea that I spotted in an airport gift shop. Attach a small plush item (with those plastice tagger tails) to a kid's tee or sweatshirt, reticket at a package price - in this case $16.99 - and again you have a nice combo deal.

Buy Local Movements

2011-09-08T06:24:00.006-04:00

When I travel across the country visiting college bookstores, it's easy to recognize the important role that the college campus plays in the local community. Businesses border the campus to serve the students, faculty and staff who often times make up the majority population of the town. At Western Kentucky University, the WKU Bookstore is a full participant in the community with recent contributions to the Buy Local blog in Bowling Green, KY.

The WKU Bookstore helped the Buy Local blog with a weekly feature of the Top 10 New Fan Gear for Men, Women and Kids. Using a mix of product photos and real people looking great in the bookstore's WKU apparel, the feature was fresh, fun and built on the local spirit. Too see all the photos follow this link:

Bowling Green KY Buy Local

Discover new connections with your community by partnering with Buy Local movements in your town

Autograph Tee Graduates from Colgate

2011-05-10T05:23:00.002-04:00

It's so simple. A classic white tee, a Sharpie and an event! Colgate University Bookstore does some suggestive selling by merchandising the "Yearbook" t-shirt with a mini-Sharpie marker (safety pinned to the tag) and, the icing on the cake - a display with a sample signed tee.

Novel ways of creating memories are a big part of the souvenir business these days and Colgate University Bookstore does a great job with the creative bundling and the display.

This not only works for grads but think of the possibilities for summer camps and other events. I can just imagine the delight that summer camp soccer teams would take in having their autograph tee signed by all their new friends. And, for girl camps, that white tee could be paired up with bright color Sharpies and neon imprints.

Let the signing begin!

How to Deliver an Experience

2011-05-03T07:30:00.001-04:00

A couple of things happened last week that reminded me once again of the impact of a WOW experience. John Jantsch, blogging on Duct Tape Marketing gave a wonderful example of a very memorable purchase from Etsy seller Katie Blair Design. (Click on this link: How to Deliver an Experience).

The online purchase was treated with the same personalized care as a treasured gift. A hand-addressed package, a business card on which was hand-written a thank you and an offer on a next purchase, a sample of another product and then, finally, the hand-stitched notebook that was purchased, delicately wrapped in colorful tissue paper.

The second thing that happened was that I received a huge tin of gigantic cookies from a business acquaintance. I simply referred a client to this person. In my mind, the thank you gift (totally unexpected) far outweighed the small favor I extended.

Often times, it's easy to get caught up in operational issues of day to business; whether it's simply passing along a referral or more detailed as in getting an order, picking the product, ringing the transaction, packaging, prepping for shipping/delivery, etc., etc., etc. The extra steps that the Etsy seller undertook makes the purchase even more special. I am thrilled with my cookies and am in awe of my acquaintance's thoughtfulness. Just a reminder to all of us to stop and smell...the cookies!

The Key to Bling

2011-04-19T04:28:00.002-04:00

Patrick Healey, Director and Apparel Merchandise Manager at the UCLA Store, recently shared with me their secret to success with bling designs.

When adding glitter inks, embellishments or foil treatments to ladies wear, simple designs like the classic script or arch letters are the way to go.

When designs gets too busy, the effect may trend to trashy rather than classy, with a touch of flash.

Price Point Energy

2011-04-12T03:57:00.004-04:00

Unless you're doing permanent clearance markdowns or all day savings passes, Percent Off promotions are becoming a thing of the past for instore displays. I have to write about this at least once every few months as I see the price point concept dominate mainstream retail yet rarely see it used in college bookstore retail.

Aéropostale excels at the price point concept as seen in these recent Spring Break deals.

2 Tops for $20
$28 Shorts
$8 Tees
Free Tee (when you buy a pair of Shorts)

These promotions are planned buys which take...planning! As you finalize your summer and BTS purchase orders, consider where you can make a splash with dynamic price points. There's a price range sweetspot for your customers that will grab attention and create new energy behind your promotions.

Supporting Causes on Campus

2011-04-05T03:28:00.002-04:00

If everyday of the year each of us could take a moment to pause and reflect on charitable causes, we all can make a difference in the world. Today, April 5, marks Toms Shoes "One Day Without Shoes" awareness events throughout the country. At USC Bookstore, two causes are currently being promoted in a feature location in the store.

The OUT OF SIGHT FAITH foundation benefits from the sale of the red Trojans tee with back imprint in Braille. As a young man, Jake Olson has overcome the loss of both his eyes to cancer. Yet Jake's loss of sight has only increased his drive and passion for life. Jake's Out of Sight Faith foundation provides support and resources to other blind children and other initiatives. http://www.outofsightfaith.com/.

The white tee promotes SWIM WITH MIKE: an annual swim-a-thon held to raise money for the USC Physically Challenged Athletes Scholarship Fund. Founded and hosted at the University of Southern California since 1981, this year's Swim with Mike events will take place in various locations throughout the month of April. swimwithmike.org

What cause will you support today, tomorrow and in the months to come?

Window Shopping at CAMEX

2011-03-08T05:00:00.001-05:00

With buying at the top of the list of CAMEX priorities, it is sometimes easy to overlook the first-rate merchandising aspect of the trade show. Many of the vendor exhibits give appropriate lessons for merchandising in your college bookstore.

We hear a lot about the importance of lifestyle graphics. A perfect example was demonstrated at the Gear booth. The perimeter of the booth was displayed with mannequin forms and lifestyle graphics. I was particularly struck by the example of this lavendar sweatshirt featured first on a mannequin and then in a lifestyle graphic showing the effective impact of models over mannequins.

A picture is worth a thousand words and in this case it could be worth thousands of dollars in sales. Certainly you wouldn't do a whole store in lifestyle graphics; mannequins are just one way of merchandising. Considering the effectiveness of lifestyle graphics, it's well worth overcoming any financial and creative challenges you face in bringing these images to your merchandising, window displays and most definitely your Facebook page.

What's Hot Online Presentation

2011-02-18T10:53:00.000-05:00

College bookstores don't have to be on the outside looking in when it comes to fashion forward apparel. You'll find a good example of this with one of the hot trends for this year - horizontal stripes. In an excerpt from the Connect2One What's Hot report for 2011, stripe garments with collegiate logo decoration are just as cool as anything you'll find at mainstream retail. Check out more What's Hot tips at Connect2One's pre-recorded "What's Hot" session (audio and slide show) at CAMEX Online Conference.

Look Me in the Eye!

2011-01-25T02:24:00.002-05:00

Wow, where has the time gone! It's catalog and pre-CAMEX prep time here at Connect2One and I've been hard at work on a lot of projects. However, I got the urge to post this compelling story, that, ironically, is a follow up to my last post in December.

Media Post News has posted the following study on signage in shopping malls:

"It takes approximately 10 seconds for people to move past a given ad as they are walking around," Michelle Schiano, VP/marketing for EYE, tells Marketing Daily, "and they spend two seconds looking at it. That means advertisers really only get two seconds of exposure, so you want to make sure your brand is well positioned."

Both men and women were more likely to focus on ads with people in them, and both genders stared longest at ads containing women -- a result that was consistent in all markets, she says. "We think we're just hardwired to do this," she says, "it seems instinctive. And people's gaze tends to go to the eyes first."

Whether you're working on a Facebook post, window signage or posters, the lesson is clear. We've all heard about "lifestyle graphics" but in practical terms, it's just about putting your best face forward!

Link to full article: Study Finds That Mall Shoppers Love Faces

Photo: Harry Potter starlet Emma Watson featured in mall signage at Burberry Store in the Roseville Galleria Mall

Doom and gloom? Let's have some fun. Seriously.

2010-12-07T06:40:00.004-05:00

A marketing campaign is all about repetition on a theme. Utah State University Bookstore gets across the message about lower priced textbooks with a consistent message. Signs (as shown to the right) are hung repeatedly throughout the text department. Clever taglines beneath oh-so-serious student models adds a touch of comic relief.

"Numbers don't lie" with accounting
"It's a simple concept" with statistics
"This isn't a joke" with health sciences
"This is serious" with calculus

With all the doom and gloom regarding textbooks, it's refreshing to see that Utah State University Bookstore is still having fun!

No Shoes? Baby, It’s Cold Outside and In!

2010-11-30T05:53:00.001-05:00

My wish to Santa this year is to bring shoes to all the barefoot mannequins of the world!

Even if it wasn’t winter, I’d be ranting about my biggest merchandising pet peeve – mannequins without footwear. It drives me crazy, bonkers and just plain nutty. Weber State University Bookstore gets it right with Ms. Mannequin all decked out from head to toe. It’s a little attention to detail that thrills me to no end. Ballet flats, running shoes, boots, whatever…give your mannequin and your displays some respect!

You can measure up your mannequin for fit using the chart at ehow inches shoe size conversion. Going up a size will help with sliding on the shoe. If the foot is angled, use a Velcro tab to hold the shoe in place.

Build-a-Bundle Game Day Style

2010-11-23T05:30:00.001-05:00

Utah State University Store builds on Game Day spirit with the simple concept of letting the customer pick multiple items from a select group of product for extra savings. It starts with the game day t-shirt and a string bag, add either a hoodie or a sweatpant, toss in your choice of cap - beanie or baseball, then finish it off with a lanyard or foam fan hand. The promotion makes for a great display, no matter what season you choose. Imagine a holiday bundle or a spring fling bundle or summer orientation assortment. The possiblities are limitless. You not only encourage multiple item purchases but you also give the customer a great break by bundling up!

Simplicity, Scale and Relevancy

2010-11-16T04:18:00.004-05:00

Cosmetics retailer Sephora knows exactly what the holidays are all about for their customers. It's time to celebrate! This simple window display of red, cerise and sparkle conveys a party celebration theme. Happy model faces tell the story in a way that couldn't be done by simply showing a tube of lipstick or a compact of eye shadow.

The simplicity of the oversize ornaments is easily replicated in your store. Whether you go with seasonal colors or search out unique school colors, these bundles of color add instant pizzazz without adding clutter. The beaded curtain provides a backdrop without being a sight barrier into the store. Clear containers throughout the store were filled with similar color ornaments for interesting product risers.

What's in your window for holiday? Send your pictures to me at phaerr@connect2one.com.

It's Now or Never

2010-11-02T06:15:00.001-04:00

The talent for writing advertising copy and designing signage is fascinating to me. Good copy and design go hand-in-hand to catch the customer's attention. In the examples above, the signage is also a call to action. I'm betting that these price points are available at other times of the year but the psychological play is in the sense of urgency that these limited time offer convey. It's even more curious that the signs aren't even dated - you just know you have to act now!

Attention Grabbing Price Points

2010-10-26T06:00:00.001-04:00

I've blogged about the importance of price points in the past and it's always good to revisit the topic. These examples from Aéropostale and American Eagle demonstrate the power of price points and set the bar for customer expectations. How do you compare with the competition?

One little tip you can take from the American Eagle banner is the fine print on the sign; while the white price is dominant, a smaller font in black receding into the background has two tiny words - & UP. Gotcha!

Make your Really Big Thing....BIG!

2010-10-19T06:00:00.001-04:00

The hottest tech product out there these days is the Apple iPad. This oversize display of the iPad with larger-than-life books, magazines, movies and more demonstrates how convenient it is to have one device instead of all the bulk of traditional media.

Apple Stores (here at the Roseville Galleria in California) do a great job of taking their small devices and visually enlarging them for eye-catching, mall-walker-stopping displays. With the ease and affordability of digital printing, it's a brilliant example of how to create impact. This concept works equally well with large banner signs of small items that would otherwise be lost in the space - jewelry, glassware, art supplies and even...books!

Making Buyback Relevant

2010-10-12T06:00:00.004-04:00

It won't be long before it's time for buyback. Watch how Utah State University Bookstore uses students to pitch what they would do with $50 cash!

Titles are simple and clean. The store sign is in every shot. It works! Check out USU Bookstore's other videos featuring customers in the leading roles. You can really see the minds at work when they ponder what they would do with $150 in CASH!

Keep Them Coming Back

2010-10-05T06:00:00.002-04:00

Customers at Middle Tennessee State University have something to look forward to every week at Blue Raider Book & Supply. This featured item of the week - Russell t-shirts in grey, white and pink - creates focus on the sales floor and generates return business weekly to see what's on sale.

This is one of my favorite types of promotions because it's a call to action - get it now while the price is good. WSL Strategic Retail Study "How America Shops 2010 Mega Trends" found that 70% of women say "it is important to get the best price on most things I buy". This is up 17 percentage points from 2004. In the current economy the "Smart & Thrifty" female shopper has emerged, increasing the frequency of shopping trips and increasing the number of stores visited in search of the best deals.

Well done, Blue Raider Book & Supply!

Consumers will pay more for goods they can touch, Caltech researchers say | Science Blog

2010-09-13T12:41:00.000-04:00

As retailers, we inherently know this to be true but it's nice to have our theories supported by science. In my personal shopping, I know this to be true. I hate having to ask someone to get me a pair of shoes to try on; if I can pull the box off the shelf (think DSW or even Payless), I am more likely to buy. At the antique mall, all those treasures behind locked glass doors, barely get a glance from me. Make-up counters in department stores continue to thrive – and at much higher retails – when you get to try the product and you have the assistance of the make-up artist. And, the dessert example in the article… They must be reading my mind! I'll have one of each!

Consumers will pay more for goods they can touch, Caltech researchers say Science Blog

B2P in Demand

2010-08-30T14:19:00.001-04:00

A special thanks to Service Wholesale's Chuck Walker for this update on one of my favorite Picks from CAMEX 2010. The Pilot B2P (Bottle 2 Pen) pen is brilliantly designed to tell a story every consumer can understand. Just by looking at the product, the consumer can relate the shape and color of the barrel with the water bottles from which the barrel is made. While we've seen a number of "recycled" writing instruments, they've never quite reached the consumer appeal as have paper products. The B2P uses the top selling G2 gel refill, although if you're like me, I'm wondering how many people can hang on to a pen long enough to need a refill.

B2P has been so popular that Pilot is having trouble keeping up with the global demand. Fortunately for our channel, Pilot will not be shipping the carded version of this product until late spring of 2011. The open stock product which is currently available won't be seen in many mass retailers, giving us somewhat of an exclusive launch of the product.

PIL-5726 72 pc. Display

Open Stock:
31600 B2P Gel Pen, Black $2.29 List
31601 B2P Gel Pen, Blue $2.29 List
31602 B2P Gel Pen, Red $2.29 List

Campus Celebrities Supporting Your Bookstore

2010-08-23T16:49:00.001-04:00

Western Kentucky University Bookstore has the backing of the WKU president Dr. Gary Ransdell in a unique promotion tied to textbook reservations. Shawna Cawthorn, bookstore director, creates return business, community links and student goodwill in the process!

Freshmen are sent an email to reserve books. The boxes that the books are packed in are virtually free to the store since all sides and even the inside flaps of the box are paid advertisements from local vendors and from the store's own vendors using co-op dollars.

At the end of the semester, the students can redeem the box for a free t-shirt spoofing Dr. Ransdell - from his years as a student in the 70's to his "homeboy" status! The t-shirts are not available for sale in the store, hence the exclusivity and word of mouth campaign for text reservations. In addition to the t-shirt, the students also are entered into a drawing to win free textbooks for the next semester.

With all the issues around textbooks these days, it's nice to see a store have fun with books! Well done, WKU Bookstore.

Is Your Image Schizophrenic?

2010-08-10T06:00:00.000-04:00

One of the ways to establish your store brand is to maintain standards of consistent marketing. When you see an advertisement, you should be able to immediately identify the store without even having to see the name. The same goes for major events in your store. Nordstrom's does just that with the anniversary sale. From display windows, instore price signage and even shopping bags, the sales image is consistent year after year, with minor tweaking. Simplify your marketing efforts without having to recreate the wheel with every event, whether it's a promotion, buyback or other event.

Nordstrom Window Summer 2010

Nordstrom Window Summer 2009

Shopping Bag 2010

Shopping Bag 2009

Landing Pad

2010-08-03T06:00:00.002-04:00

Very subtle but extremely effective, accent rugs such as these carpet squares and circles create focus on the displays they anchor. Imagine a splash of school color carpet accentuating your feature display. Other examples at this retailer included a jute rug in the denim area and a zebra bordered rectangle with some bold party china. Imagine a zebra rug with those oh-so-popular zebra applique tees and sweats!

Add some accent rugs to your display arsenal and create some focus in your department. They are relatively inexpensive and can be moved around as needed.

Repurposing for Store Use

2010-07-27T06:00:00.000-04:00

I'm a big fan of yard sales, antique malls and used furniture. I guess part of the fun is the creative process in thinking of new ways to use something old. On a recent visit to The Florence O. Wilson Bookstore at the College of Wooster, I was delighted to see what manager Kathy Jerisek and the staff did with these two common place items.

A china hutch was given new life as a snack bar with a fresh coat of paint. Open drawers expand the merchandising options for theatre size candy, gum, mints and premium chocolates. With doors removed, the shelves below are ideal for overstock. Can't you just picture this in the gift department as well, fully stocked with glassware! A can of paint, new hardware and some inspiration and you're in business.

Blackboards - a classroom staple - were neatly framed by the maintenance operations staff for endcaps in the text area. With the swipe of an eraser, the signage can change in an instant!

Can You Hear Me Now? Can You FIND Me Now?

2010-07-20T03:49:00.000-04:00

With the launch of the Connect2One Facebook initiative, I’ve had a chance to look at lots of bookstore websites and Facebook pages. As part of the initiative, I’ve spent a lot of time figuring out just what our goal is (communicating and sharing ideas) and how the content on our pages supports that goal.

Interestingly enough, when I look at some bookstore websites and pages, I’m wondering if the goals of the website and social media are well-defined. In particular, I’m talking about a few basics that are sometimes overlooked:

• WHERE is the bookstore?
• WHERE can I park?
• WHAT are the hours?

After all, isn’t that the point of having a brick & mortar store? Bringing customers in?

It’s not a surprise that campus bookstores are not often ideally located for the ease of drive-in traffic. And, granted, once classes start, students know where to find you. But what about all those potential customers that just might visit – parents dropping off kids for summer camps, prospective students and their families, fans of your sports team, seminar/event attendees? Even alumni can have difficulty finding the store as campus landscapes have a way of change over the years. And, don't even get me started on parking!

Yes, bookstore websites are often consumed with the mechanics of online text and apparel orders. However, the needle in a haystack approach to finding your store may be closing the door on your business. Put out the welcome mat with clearly posted hours (El Corral's Facebook provile picture) and easy directions including parking (Skyline College Bookstore website).

Brand Savvy Shoppers

2010-07-06T06:00:00.001-04:00

College students are particularly brand conscious when it comes to clothing and electronics. Branding your store with nationally advertised brands is a smart choice. Associated Students Bookstore of California State University, Chico promotes top brands on their website.

Surf and skate retailer Tilly's brands their entire storefront with a clever uniform treatment of company logos. The message is clear - lots of brands - but the picture is uncluttered through the simple use of black on tan signage - no particular logo shouts out over the others. Tilly's signage is repeated in the store where color graphics replace these monochromatic versions.

Solving the Too Much Space Predicament

2010-06-29T06:00:00.001-04:00

Many booksellers are faced with reducing inventories. By simply removing the category signs from the overhead soffit to an emptied top shelf space, this retailer solves the problem without calling attention to the reduction of titles stocked in the store. Likewise, the bottom shelf was also emptied for a clean and uncluttered effect. After all, how many people actually shop from a very bottom or very top shelf? Dilemna resolved!

Don't Dabble with Discounts

2010-06-22T06:00:00.001-04:00

Have you noticed lately that sales promotions go deep with discounts? 10% to 20% doesn't even hit the sales radar. It's either price points or 40% - 50% - 70% or more! UCSD Bookstore's Sidewalk Clearance Sale started at 50% with some discounts as high as 90%. Retailer New York & Company offered Clearance at up to 70% off. Aeropostale created a clever play on words with "half to have it 50% off" promotion.

When asked about discounts especially for clearance merchandise, I've always said your first markdown should be your best markdown. Go for it, get rid of it!

Your pricing strategy should take into consideration healthy gross margins on landed product that will support these types of clearance discounts.

Polos for Dad

2010-06-15T06:00:00.001-04:00

With Father's Day coming up this weekend, polo shirts are the hot ticket! Dressier than a t-shirt but just as comfortable, polos are the perfect complement to khakis or jeans. For the ultimate in comfort, performance fabrics are what's hot in the category. Shopper's at UVA Bookstore will find an assortment of specially priced polos starting at $22.88. EXPRESS shows off the variety of colors in this storefront window.

The Many Faces of...a Bruin

2010-06-08T03:41:00.001-04:00

Over the years, you can trace the changes to the campus mascot image as a reflection of the times. Bringing back a vintage graphic (on approval from licensing) - such as UCLA's Retro Joe - can be very effective in generating sales. Whether it's nostalgia or just a campy look, customers will appreciate the trip down memory lane with your mascot.

Creative Color Merchandising in Supplies

2010-06-01T04:01:00.000-04:00

As you think forward to back-to-school this fall, paint a new look for your supply department with product! Rounding the aisle at Forty Niner Shops, these planners hit your eye with a color splash. At Bay Tree Bookstore in Santa Cruz, the angled spirals show off a bright color palette. El Corral Bookstore in San Luis Obispo maximizes sales of color hanging folders by clever merchandising and a selling out of the box.

You have to buy with merchandising in mind and these great looks start with the buyer having the vision as to how the product will look on the self. Kudos!

Summer Vee Tees

2010-05-25T03:49:00.000-04:00

It's great to see that manufacturers serving the college bookstore market are keeping up with the latest retail trends. At El Corral Bookstore serving Cal Poly San Luis Obispo, these two deep vee tees are hot for summer sales. The green tee from Champion Products is a vintage collegiate imprint given a modern vibe by printing over the vee trim. The white tee from Techstyles Sportswear goes fashion forward with a bold graphic and an even bolder placement over the boundaries of the shirt. Both perfect for summer wear.

Get Them Coming Back with Cash Bonus

2010-05-18T03:36:00.000-04:00

In the past month, I've seen a number or retailers get creative with getting customers back in the store with cash back offers. At the Beachworks surf shop in the Roseville Galleria Mall in California, the sign above certainly got my attention. For every $50 spent in the store, customers earn $25 in "Come Back Cash" (CB$). Last week, I purchased a vacuum sweeper at Kohl's and was rewarded with a $20 "Kohl's Cash" Coupon for my $100 purchase. Guess what? That's a coupon I'll definitely use!

And, I thought, what a great idea to tie into buy back and other bookstore promotions. You build you customer database with loyalty offers such as these so that future promotions can build on the success of earlier promotions. What a concept!

Happy Graduation!

2010-05-11T06:00:00.002-04:00

It's the time of year to give your graduating class some fresh looks to celebrate their achievement. At CSU Long Beach, Forty Niner Shops takes a best selling graphic and makes it special for the grads. This design was profiled back in December. Besides the every-changing color array with the everyday graphic (LONG BEACH STATE or CSU LONG BEACH, the graphic has also been adapted for the student employees of the store with "BOOK STORE STAFF" and in the tag line the website http://www.shopthebeach.com/.

Mannequins Coming and Going

2010-05-05T15:10:00.001-04:00

Depending on your circumstances, you may find that your mannequins are visible from more than one direction or that the garment imprint doesn't show in a face-on presentation. With these simple kids mannequins, GAP shows off the front and back of the garments. I love the attention to detail with the layered tees and the icing on the cake - SHOES!

That's one of my pet peeves that I see a lot in college stores: mannequins without shoes. Buy some cheap shoes for your mannequins, puh-lease. If you're not sure about size, simply measure the foot in inches and then Google "shoe size in inches" and you'll find charts to help you. A simple ballet flat for your girl mannequins and an athletic shoe for your guys. Go a size or two too big just to be sure the shoe will slide onto the foot angle. For girl mannequin feet, which are sometimes at an angle, attach Velcro fasteners to the bottom of the foot and to the inside of the shoe to keep the shoe in place.

Good Grief. Where does the Time Go!

2010-03-25T11:55:00.000-04:00

I can't believe that it's taken me so long to update my blog. With preparations for our Connect2One day at CAMEX, the trade show and all the follow-up, I've been swamped! So, I'm cheating a little by sharing this link that I can totally relate to.

80 Ways to Steal Valuable Minutes for Your Work Day

With pointers from 18 busy people, this article has tips for every personality. My favorite time saver: a quick call can sometimes avoid seemingly endless back-and-forth emails.

Look for me to get back in the swing of things with blog updates and Paula's Picks any day now!

Borrowing Good Ideas

2010-02-11T09:25:00.001-05:00

With the annual program and catalog season upon us at Connect2One, I've been snowed under (literally and figuratively) with projects. However, to keep this blog interesting, I'm providing you with a link to an excellent article I ran across: "5 Clever Ways to Connect with Your Customers".

"Catching Fireflies" gift shop owner April McCrumb gets creative with a personalized approach to engaging her customers. You'll find lots of great ideas in this article (certainly more than 5 ideas), including some clever ways to promote new products, develop staff picks and feature specialty categories.

Enjoy the link!

Taking Ordinary to Functional, Personal and Stylish

2010-01-27T11:24:00.001-05:00

I admire the creative inspiration of designers such as Janet Lau. Taking the ordinary task of filing and organizing paperwork, Janet was inspired to create a better solution . Hence, the creation of Clip-Tabs™ by Clip-rite™. Taking a European-style paper clip, combining it with a durable paper tab, Janet has made a functional and stylish product which allows the user to create their own personal organization system with color and pattern.

Originally released in primary colors, Clip-Tabs are now available in 3 sizes, a variety of colors and two patterns – Metro and Hearts. Check them out at your favorite wholesaler.

Directions in Life

2010-01-11T01:53:00.002-05:00

I'm a big fan of Anthropologie's window displays and came across this idea that would be perfect for Spring Break travel or grad time. The idea of maps and the directions we're taking in life is well executed in this Bellevue, WA Anthropologie store last September.

Start looking around for maps or take an out-dated atlas and have a go at it!

#1 Merchandising Resolution for 2010

2009-12-29T01:54:00.001-05:00

For those of you who have attended any of my visual merchandising or "What's Hot" sessions over the years, you know that I am constantly harping on the importance of cross merchandising. When I visit a store that "gets it", I sing a little hallelujah inside. Yet, year after year, I see stores struggling from a disjointed and random feel to the merchandise mix.

For 2010, I challenge each of you in the "not yet figured it out" crowd to pick two design or color themes per semester to build a cohesive assortment around. That's all, just two a semester. For larger stores, that's going to mean talking amongst the buyers. Come on, I know you can do it! For single-buyer stores, brainstorm your ideas with a multi-line sales rep.

My friends at Cal State Long Beach Forty Niner Shops understand the concept. Chris Tabellario (supply buyer) and Kristin Bonetati (insignia buyer) work with multi-line rep Maria Herring (from ICS). What results is a merchandise mix that capitalizes on best-selling designs to create interest and consistency in feature displays. Kristin's hot design on tees has found its way to Chris's binder selection with Maria's help in working the orders through various manufacturers. Voila! This one pattern has seen multiple re-orders and has had staying power with each new color variation. Great job!

The Ultra Simple

2009-12-21T02:18:00.000-05:00

Last week I featured the total integration of the plaid theme in GAP's holiday product and promotions. But, sometimes, budgets, time and creativity are resources most college stores simply can't afford.

Over the Thanksgiving holiday, I treated myself to a 9 day trip to Paris. Yes, most of the time was spent site-seeing and exploring the museums of the city. However, retailer at heart, I did have to stroll down the Champs Elysees to check out the holiday windows. For simplicity sake, this window from Tara Jarmon gets my vote for the classiest, simpliest and easiest look to pull off on any budget. Imagine this in school color ribbons but keep the boxes simple.

The Whole Package - In Plaid

2009-12-14T14:18:00.000-05:00

Smart retailers get it right, from the inception of the season's collection down to every element of advertising and visual merchandising.

Case in point this Holiday - GAP.

The red, white and black plaid theme plays out in GAP's energetic TV spots, print ads and store merchandising. The plaid product supports the ads, the ads support product. A circular reference that reinforces the message with every viewing.

GAP store windows are decked out in cling photos of models in action poses. The pine trees and gift boxes are wrapped in plaid. Even the text windows have a plaid feel. And, all done with a sense of humor using very creative copy writing:

2 - 4 -6 -8

'Tis the Time to

Liberate

We can do it modest

We can go all out

This Holiday

is up to us

to whisper, scream, or

SHOUT

Price point advertising on the GAP website takes the plaid message even to the miniscule level of the choice of red and black plaid font. Now, that's a total integration of the theme.

Throughout the store, touches of humor abound in the price point signage with clever captions: "Comfy Cozy, Soft as Snow. GIVE these PJ's and wrap them with A BOW $39.50." "She's Hoping for a Ring but that's Just not your Thing".

There's more subtle plaid at work throughout the GAP stores. Check it out yourself this holiday and see if it's not somethinig to shout about!

Sleeves Pack a Punch!

2009-11-17T02:20:00.003-05:00

The personalization of laptop and netbook covers is all the rage now. Most manufacturers offer a range of colors for each model. So, it's no surprise that sleeve manufacturers are following that lead with choices for all tastes.

The Altego sleeve from Samsill lets the design shown through with it's unique clear "bubble-wrap" influenced design. I'm showing the pink version here because I'm partial to pink! However, grey/black trim are also available. Any way you go, the laptop shines through.

For more conservative tastes with a touch of metro chic), Case Logic offers their new ENST series in herringbone or, my favorite, red plaid!

Contact Samsill at 800-255-1100 for Altego sleeves. Case Logic is available through D&H Distributing at 800-340-1003.

To Hang or Not to Hang; That Is the Question.

2009-11-17T01:50:00.004-05:00

It's not the stuff of slings and arrows of outrageous fortune; it's just retail...at it's best. Bookstore merchandisers can "take arms against a sea of troubles", i.e. not enough space, by using this clever trick, aptly demonstrated at South Puget Sound Community College Bookstore.

In their new space, SPSCC created a shopping vignette displaying 4 colors of tees, with folded understock. Within such a small amount of space, it would be impossible to face out all four colors. The impact of showing all four colors plus the mannequin form is a very effective use of space. The folded "understock" accomodates about a dozen of each color. Adding the insulated mugs is an added bonus!

The added detail that adds a lot to the new store is the matching of the hangers to the light maple wood featured throughout the space. PS: if you are thinking that the tees are hangin from a flourescent light bulb, they're not. It's just the glare off the shiny new metal bar!

Well done, SPSCC!

Breaking Down the Barriers to Success

2009-11-10T01:37:00.002-05:00

I don't know why it is, but many college bookstores are not good at sharing. I'm talking about sharing space. Departmental merchandising is a passé style that does not work with today's Gen Y shoppers. Put something interesting in their path to something else and you'll get their attention. Particularly as supply sales are siphoned off by grocery, discounters and drug stores, stores have to work smarter in capturing sales.

UP 600% David Ritz from Tulsa Community Colleges made the switch this past rush. Insertable view binders were merchandised in any open space that could be found on the text shelves. Result: a 600% increase in binder sales! Robust increases can also be had with index cards, flash cards, and study guides. Clip strips take up no shelf real estate and are perfect for these top Picks: 4 pack assorted color highlighters, Sarasa 10pk color gel pens, BIC 5 and 10 pack mechanical pencils, and note tabs/page markers. Sturdy metal clip strips can be purchased for less than $2 per strip and will boost your sales for semesters to come.

So, what's holding you back?

Giving Peace & Love a Chance

2009-11-03T06:34:00.001-05:00

One of the hottest graphics trends at bookstores across the country is Peace, Love. Perhaps it's the old hippy in me but it does my heart good to know that, for this generation, peace and love are everyday philosophies and not a counter-culture revolutionary movement. Or, perhaps, we had to live through the '60s and '70s to get to the point where Peace & Love are embraced by the mainstream.

Shown here are some great hoodie designs from Jansport. Baseball hat design courtesy of Legacy Athletic.

I need one of those "thingies"

2009-10-27T04:58:00.002-04:00

It's amusing to me the number of names you'll hear for flash drives. At Portland Community College Bookstore, they've made a curious situation into humorous signage.

When it comes to back-to-school commodities, flash drives are a collegiate essential. Prices have plummeted over the years: BTS 2007 saw cost prices of $12.00 for 256MB.

Today, the street price for 16 times the capacity (4GB) is only $9.99-$12.99.

I'm not sure how this phenomenon charts out on Moore's Law of exponential acceleration of digital electronics. But, I am sure that it points to a cultural shift whereby obsolescence of technology occurs within months. Keeping on top of the trends and going short on inventory are the lessons to be learned.

Defining Departments with Hangers

2009-10-23T08:47:00.003-04:00

On a recent store tour with the Ohio Association of College Stores, I ran across this clever idea at the DuBois Bookstore. The hockey program gets special attention on the sales floor with custom hangers created by the store staff. A simple label cut to size helps identify the hockey collection while helping with the restocking effort! And, the tucked sleeves are a nice touch!

Another way to use hangers to identify specialty departments is to use wooden hangers for upscale or alumni departments.

My New Favorite Pen

2009-09-23T11:06:00.005-04:00

I admit it; I am through and through a supply buyer at heart. So, my kindred spirits out there will understand when I say I have a new favorite pen. That's something when you consider that I am looking at 7 (yes seven!) pen cups on my desk right now. (Plus a drawer full that I'm holding in reserve).

Zebra Pen's new Spiral ballpoint has a very smooth write-out in an 0.7mm fine point blue or black ink. The weight of the pen is very nicely balanced in the hand. The picture doesn't do it justice; the upper part of the barrel shines and intrigues with the way light plays through the crystal clear plastic with a touch of color. This one is blue but the teal and lime are dazzling as well. For the more conservative, Zebra Pen also offers one in black/smoke barrel.

No one's getting their hands on this one!

In 2010, Zebra is also coming out with a similar barrel design mechanical pencil plus 2 other Paula's Picks - the 1.0mm Z-Grip Daisy with color ink and the Z-Grip MAX Bold in 1.2mm color ink! A pen lover's paradise. More info? Visit www.zebrapen.com.

Org Charts Making Way for New Titles

2009-09-07T02:39:00.004-04:00

Most of us in the college bookstore industry wear many hats, no matter what our title. I was intrigued with the creativity in some of these titles from major brands and retailers:

Director of Category Excellence - Bayer Corp

Team Leader, In-Store Excellence - Cadbury

Director of Shopper Engagement - Clorox

Director of In-Store Environment - Home Depot

Director of Store Experience - Supervalu

Director In-Store Obsession - Mars Inc

Here's a biggie from Procter & Gamble: Director, Global Marketing Knowledge & Innovation - First Moment of Truth and Shopper/Customer Marketing

What particularly caught my fancy was the dedication of these businesses to focus directly on the In-Store Customer Experience. If there isn't anyone in your business who is charged with this responsibility, is it a job that slips through the cracks? It could be said that every person in the operation is responsible for the in-store experience. However, it's easy to get acclimated to our surroundings and our processes which can lead to tunnel vision.

So, I'm suggesting that once a week, you enter your store with your In-Store Excellent Obsession of Engagement Experience hat and find a moment of truth.

Versatile Accessory

2009-09-01T14:27:00.003-04:00

It's become a fashion staple with staying power that has lasted several seasons with no end in sight. These scarves from Legacy come in 18 varieties - solids, patterns, peace signs, tie-dye and plaids. Most of us ladies have more than one in our closet! A scarf is the ultimate multi-purpose accessory; more than a necklace, helps ward off a chill either from air-conditioning or cool fall days, adds a touch of personal expression to any outfit and, with some styles, it can work for both gals and guys!

For more information on ordering these for brisk fall sales, email me at phaerr@connect2one.com.

Back-to-Campus Travel Theme

2009-08-24T11:33:00.005-04:00

I'm passionate about vintage items and the college bookstore industry and this display window for a downtown Seattle store hit both notes! The vintage vibe of these old suitcases fits well with the traditional ivy-covered walls of academia. This display could also be accomplished with old footlockers. The combination of apparel, gifts and books is an excellent example of cross-merchandising. This cross-merchandising also accomplishes a presentation of various price points for any budget.

Price Point Expertise

2009-08-11T00:42:00.002-04:00

Excuse the fuzzy image but you can see that it doesn't detract from the clarity of the Aeropostale promotion shown here. Price points and the message couldn't be clearer: Graphic Tees and Polos only $10 and Hoodies at $20.

It's interesting how they treated the dollar signs. Just this week I read about a study showing that restaurant menus without dollar sign pricing had higher per customer sales than those using dollar signs. So, minimizing that $ symbol is a good idea, as is the simplified price points.

This price point lesson is particularly valuable in the college bookstore market where buyers sometimes adhere literally to margin objectives, resulting in confusing and non-uniform pricing throughout the store. Blended margins accomplish the same goal and it's easier for the customer to grasp the price message.

Thinking Outside the Box...or, Bag

2009-08-04T03:00:00.001-04:00

I was reading one of the art industry magazines and came across an ad from Dick Blick for Act2 GreenSmart messenger bags. If you haven't seen these eco-friendly bags made from 100% post-consumer recycled soda and water bottles (hello?!?), you need to check them out at http://www.greensmart.biz/. You'll find out all about the products on the website but there's also loads of information from GreenSmart president, Tom Larsen, sharing his knowledge and passion for eco-progress in a way in which we can all relate.

But, I digress. What's unique about this ad is that Dick Blick has taken a product line that is really targeted at laptop users and repurposes the use for artists. With lots of pockets, the bag has lots of uses and the story behind the bags is very compelling. Now, that's thinking outside of the box, I mean, bag.

Who Are You as a Business?

2009-07-28T03:28:00.002-04:00

This window of Seattle restaurant does an excellent job of stating exactly what's in store for passing customers. With simple blocks of text, the restaurant clearly states what they are known for and what the customer can expect.

Market Fresh Seafood

Fun, Honest, Knowledgeable Staff

Sunday Supper Prix Fixe

Cocktails, Counter Seating, Full Bar

Fresh Menu

Steak, Duck, Pork, Chicken

For those of us who have sat through tedious mission, vision and value statement exercises, this restaurant puts a fresh twist on the same process of defining who they are as a business. Their mission, vision and value statements are simply stated in this 1o window signs. It is marketable, it is a constant reminder to the employees of expectations and a promise to the customer. On the Back to B-net blog (blogs.bnet.com), Stacy Blackman describes this process as "organizational storytelling". Only, in this case, in this case, we have the chapter titles in the storybook of this restaurant. Diners are invited to come in for the rest of the story!

Supply Commodities Student Style

2009-07-21T03:00:00.000-04:00

Who says office supply products are boring!

One of the fastest growing segments of the binder category is the insertable cover binder. Commercial use has made this item a must-have for custom looks without the cost (and limitations) of imprinted vinyl. Predictably, the business user typically goes for the basic black or white option with clear overlay stocked in most office supply super stores.

But, check out the twist that college stores are taking on this hot commodity - insertable covers in translucent neon vinyl. There's enough translucency to accomodate an insert - front, back and spine. A lower right hand corner imprint upgrades the binder one step further.

These samples from U.N.O. Bookstore - University of Nebraska Omaha; manufactured by Four Point Products.

The Quest for the Book Bag

2009-07-14T03:48:00.003-04:00

Missouri Jones and the Quest for the Bookbag

Yes, it's a blockbuster video now playing at Missouri State Bookstore's Facebook site. The title character of this adventure sequence, shows that "nothing gets in the way of helping our customers" at Missouri State Bookstore.

For those of you who may still be dragging your feet about getting into Facebook, you'll find lots of examples how college bookstores are using this format to enhance their online presence.

I am a fan of quite a few bookstore and retail sites. Here are a few of my Facebook Picks:

B-W Bookstore (Baldwin Wallace College)
UVM Bookstore (University of Vermont)
North Carolina A&T State University Bookstore
Auburn University Bookstore
Biola Bookstore
Howard University Bookstore (The HUB)

Mad About Plaid

2009-07-07T03:33:00.001-04:00

Plaid remains a dominate factor in fashion apparel and it's easy to see in this Barney's of New York display window just how much variety there is. Again, taking a cue from my last entry, a color printer and a little creativity and you have an eye-catching display with a ton of impact!

Maybe, just maybe, I'm partial to plaid as you'll see here in my circa 1972 favorite plaid bell bottoms and home-made potholder afghan. Groovy!

OMG! SALE!!!

2009-06-23T03:22:00.000-04:00

These signs say it all at BCBG's Summer Sale. All you need to re-create the look is a color printer, plenty of 8 1/2 x 11 paper and some tape. The big red SALE letters are just a prop!

Summer of Love

2009-06-15T04:00:00.000-04:00

Over the next few weeks, I'll be sharing some really cool display ideas from my recent trip to Seattle. Even on vacation, I can't help but snap pictures of great display ideas.

These pictures from downtown Seattle Macy's store took me back to my hippy days. Sunflower decorated peace signs, bright color mish-mash tie-dye and shag rugs completed this trip down memory lane!

Now, where did I put those love beads?

Behind the Scenes

2009-06-09T05:00:00.002-04:00

I always enjoy my visits to stores to see the latest "What's Hot" products and great merchandising. But, it was my behind the scenes tour of the Kent State University Stark Campus Bookstore that was revealing. Store manager Debra Edminson encourages best merchandising practices by keeping an organized collection of display aids - small easels, acrylic cubes and more.

I even marveled on how the staff kept the tangle of hangers to a minimum with this carefully labeled stockroom organization.

And, the sales floor...

Well-maintained and well-merchandised, even down to the branding of the apparel racks with custom imprinted hangers and arm signage. It's all in the details and Kent State Stark does it well!

Timberlake Look Out!

2009-06-02T14:12:00.005-04:00

I was thrilled to see the progressive product selection at Baldwin Wallace College Bookstore in Berea, Ohio. Peter Grimm fedoras are a hot urban trend being stocked at the B-W Bookstore. These hats even make store manager George Schiller and yours truly look like rock stars :-)

I also give credit to B-W Bookstore for their outstanding market presence with their recently created Facebook site. For a campus serving slightly more than 4,000 students, B-W Bookstore has attracted 350 fans in just a few short months of creating their Facebook site. Content is updated frequently and offers deals for Fans and Friends. Well done!

New Life for Slatwall

2009-05-19T04:00:00.000-04:00

Is your slatwall tired and out of sync with your merchandise? Take this easy tip from Normandale Community College Bookstore in Minnesota.

To jazz up their gift areas and create a unique look, the merchandising staff applied strips of trendy brown and blue polka dot contact paper for a slatwall overhaul.

Another way to give new life to tired looking or boring slatwall is to paint or contact paper several vertical stripes around the ceiling perimeter. The striping will finish off the top of the wall, creating a bulkhead affect without the cost.

Getting Your Campus Message Out There

2009-05-13T10:36:00.004-04:00

I came across this article from the New York Times where savvy companies are finding new vehicles for "billboard" advertising - advertising in the windows of vacant retail stores in neighborhoods and malls.

(image from Inwindow Outdoor)

While it might not be something you would use to directly promote your bookstore, it is certainly a venue for your campus marketing. And, you might be able to get some photos of students wearing your logo wear in the picture!

Check out the full article at:

http://www.nytimes.com/2009/05/12/business/media/12adco.html?_r=1

Math is Hard: Easy Sales Messages

2009-04-15T17:06:00.006-04:00

What do these 3 promotions have in common?

These signs show the move away from percentage discount messages to "giving" away dollars and even FREE product with purchase. Consumers have become jaded by massive discount percentages and I'm all for clear marketing messages.

These "no brainer" sales do not require calculators to compute the savings. $10 off my $30 purchase is easy - that's 1/3 off. But the math gets a little more complicated at $25 for $60 and $40 for $90. Pretty clever, these tricky marketeers. I can picture the dollar bills flying back into the customer's pocketbook. Right...

The Buy One Get 2nd at $10 defies any percentage calculation based on the unknown variables. But, gee, who can't afford $10?

The Buy One Get One FREE is no more than a 50% total discount (although it could be less). Pretty clever though to move 2 pieces of product rather than just one. And, they are giving stuff away! Right...

When cell phones have special calculators to figure out the math of tipping, it's not surprising that these sales tactics have their appeal. As the economy moves forward, we'll see more pricing tactics such as these, so get on the bandwagon and give some money (and product) away! The skeptic in me says that nothing is free and that many of these products are worth only the promotional price. But, hey, I'm a sucker for a deal so let's go shopping!

Mixed Media

2009-04-06T17:22:00.004-04:00

In the art supply world, we think of mixed media as combining various art applications into one piece. This is exactly what I thought of on seeing these displays at the Mall of America. A fashion store, known mostly for apparel, cleverly used art mannikins with non-clothing items, to get across the message that the store is more than just apparel.

2009-02-25T08:56:00.002-05:00

I've been captivated by the fresh, tattoo inspired designs of Ed Hardy. While shopping for my nephew this past Christmas, I asked the department store sales clerk how the young men's clothing was doing. Since nearly everything in the store was slash-price discounted, and, the Ed Hardy stuff was going at full price - $100 for a tee - I was curious. The clerk said he'd never seen anything like it!

But as we stare down an economy of frugality, I can still indulge my inner Ed Hardy diva. Coming very soon to the college bookstore market, you'll have a chance to bring in a variety of products for your supply department. Notebooks, comp books, the subject dividers (below) and more, this line will be back-to-school hit at prices even an indulgent aunt will love!

Interested? Emails coming soon to Connect2One members with ordering details.

Valentine's Kiss

2009-02-12T09:56:00.003-05:00

I love this bag and the hot trend for shoulder strap oversize totes. This plaid bag from Dakine features a twist on the old-fashioned "kiss" lock closure. I remember my grandmother's pocketbooks with this same feature. The shoulder strap comes in handy for keeping hands free for opening doors, answering phones, texting, and anything to do with shopping.

So, take a page from your granny's purse collection and check out this new trend for your Valentine's indulgence.

Dragons Meet the Tech Age

2009-01-30T15:29:00.006-05:00

That goes for pandas, penguins and pink dog bones in this light-hearted line of flash drives from e-filliate. The Bone Collection features these delightful silicone encased drives as well as a variety of device cases and novel headphone cord management gadgets. Check it out! http://www.fruitshop.com.tw/ or http://www.efilliate.com/ (to order).

Academia Memory Lane

2009-01-13T06:00:00.001-05:00

I love this display at SAC City Bookstore. Can there be many of these slide rule teaching aids left? I vaguely remember using these in high school chemistry. Doing a little research, it seems that that slide rules went out of production in 1975.

More Thoughts for a New Year

2009-01-06T04:35:00.000-05:00

Recently reading a trade magazine, I came across a comment from 33 year old Trevor Wessman-Lavelle, Retail Marketing Manager for surf apparel brand Reef. Here's what he had to say: "I think it's important to remain involved in a business that has to do with you. Your job is very much an expression of yourself, so if you have the ability to work in an industry that reflects you in some way, make it happen." I'm not sure I had that kind of wisdom at age 33 or at age 23 when I first started in the college bookstore industry.

I do know that if you are reading this blog, you are probably passionate about being a college bookstore professional. But as I write this entry, I'm wondering where we will find the next generation of college bookstore professionals. What is it about your store that today's young workers can relate to? That message needs to drive your recruitment efforts.

Student interns and part-timers can be mentored into career professionals. Always carry business cards so that if you receive great service in a store or restaurant, give that person your card. I've hired some great people that way. Participate in campus career days or create your own bookstore career day. Can applicants apply online?

Recruitment is a challenge but if your store is relevant and service driven, motivated workers will find you.

Merchandising Resolutions

2008-12-30T06:00:00.000-05:00

#10. Create an Idea File for visual merchandising and advertising ideas. Sort by seasons or events for instant inspiration.

#9. Use a digital camera to create a "how to" training book of your own best displays.

#8. Keep touch up paint handy to freshen up nicks and scratches throughout your store.

#7. Cross merchandise. No area is sacred, including textbooks. Study aids and note-taking tools are no-brainers in this area.

#6. Use a discerning eye in displays. Is there a single focal point? Can taking something away from the display improve it?

#5. Use a template for all signage utilizing a standard border, font, font sizes and color.

#4. Streamline your merchandise assortment, especially in apparel and souvenir gifts.

#3. Create a definite area within the store for junior fit apparel.

#2. Is your slip showing? Operational supplies, electric cords and cables, schedules, paperwork, etc., should be discreet.

#1. NO EMPTY HOOKS!

Holiday Display Contest Winners

2008-12-19T15:47:00.004-05:00

Congratulations to the Connect2One Holiday Display Contest Winners.

Hawk's Nest Bookstore at Sacramento's Cosumnes River College was previously featured in my December 1 post. The combination of wing chairs, carpeting and book decorated tree was excellent for a college book store.

In a similar circumstance, VSU Tech Shop at Valdosta State University won with their creative use of objects on hand - mouse pads, software boxes and flyers. Tech products are on the top of many holiday wish lists and VSU shows they are the place to get what you want!

And, for a touch of whimsy, you can't get much better than University of Nebraska Omaha. The Bookstore's window features ice skaters. One in particular looks like me when I put on the skates!

Honorable mentions go to UCSD Bookstore for the expansive atrium decoration, Howard University Bookstore for their use of poinsettias and massed Christmas trees, Skyline College Bookstore for their tree decorated by children and Mars Hill College Bookstore for their Christmas trees in blue and gold school colors. Well done and Happy Holidays to all.

Shopping Season End Sales

2008-12-17T06:00:00.000-05:00

Sure, you're just trying to deal with your own holiday shopping plus the shopping demands of those last minute shoppers in your store. But, take a little time to shop those clearance sales for unique display props for your next year displays.

At Cal Poly Pomona Bookstore, they've made a stunning holiday presentation, in school colors as well! As a campus serving strong agricultural disciplines, the John Deere ornaments were a natural. But those ornaments really stand out on this yellow Christmas tree. The fact that the school colors are yellow and green is icing on the cake, or maybe that's icicles on the tree!

A quick browse on eBay turned up royal blue trees, pink trees, purple trees, lime green trees, red trees, even BLACK trees! And, of course, those silver tinsel trees are the coolest in retro seasonal presentations. Why settle for plain old green when you can WOW your customers with the unexpected.

Dress up with Ornaments this Holiday

2008-12-09T06:00:00.000-05:00

Hopefully, you have an idea file in your desk drawer to keep some of these ideas handy for planning your holiday displays for next year. That is, unless you're still desparately scrambling to get it together for this year!

Here's a creative idea from the windows of the Toto gift shop at the Cincinnati airport. This purple velvet mannequin form is skirted in netting from which ornaments are hung. A garland sash with more ornaments completes the ensemble. Imagine a skirted mannequin decked out with school color ornaments! Holiday and school spirit all rolled in to one stunning display.

Sitting Pretty this Holiday

2008-12-01T04:16:00.003-05:00

You can almost smell the chestnuts roasting in this quaint setting at Hawk's Nest Bookstore at Sacramento's Cosumnes River College. This small bookstore does it better than many large stores by dedicating the necessary for creating such a homey atmosphere.

Wing chairs, an inexpensive rug and nested tables create this library-like setting. The tree was decked out in books that were crafted open with glitter glue and ribbons.

But, in the true spirit of the season, customers who participated in the holiday children's book drive for the CARE/CalWORKS program receive an ornament on the tree recognizing their donation. Now that's store décor that not just looks good, it does good!

What I'm Thankful For...

2008-11-19T06:00:00.001-05:00

This Thanksgiving has me rethinking my blessings this year. In late October, my baby sister - yes, even when we're both over 50, she's still my baby sister - anyway, my sister had a series of stuttering heart attacks that culminated in triple by-pass surgery. Fortunately, with lifestyle changes, my sister is expected to make a complete recovery.

But, I am reminded of the many times I have taken family for granted. Yes, we've always been there for each other at holidays, births, birthdays, etc., but I never gave thought of one of us not being there.

I'm especially thankful for my sister's love, her humor, my two wonderful nieces and her commitment to a healthier lifestyle. I'm proud of her strength during this crisis. I'm glad that she has reminded me and my family not to take any of our days for granted. And, just as she needs the support of her husband and daughters during this recovery, the rest of the family and her friends will be with her all the way in love.

So, Baby Sister, Happy Thanksgiving.

(1963: left, big sister Debbie, brother Steve, right Paula, center, baby sister Christy!)

Garage Sale Deals

2008-11-05T06:00:00.000-05:00

Whether it's the thrift store, a garage sale, or a furniture store scratch & dent sale, unexpected furniture finds can make for brilliant merchandising displays. Check out these examples of a wardrobe unit, an old chest of drawers and a plaid wing chair, creatively decorated with a spray painted crest.

Remember, the drawers don't have to work, the paint can be chipped and the chair doesn't have to be comfortable! For a cheap price, these finds can be the gold mine of display hunters!

Make Mine a Combo

2008-10-29T06:00:00.001-04:00

It's nearly holiday gift-buying season and multi-pack products are the perfect solution for you shoppers.

1. These "combo" packs hit a couple of key price points that will appeal to the customer looking for a gift under $30, $40, etc.

2. The combo packs take up little space on the sales floor, with many vendors providing convenient cardboard shippers.

3. Combo packs get your average transaction amount up. Why buy just a sweatshirt when the sweatshirt with tee is such a good deal!

No matter whether you make your own combo packs (a great way to move slow items) or simply purchase them pre-packaged, you can't miss with combo packs. When the season's over or stock is low, break the packs for open stock sales.

Mannequin Pet Peeves

2008-10-21T15:05:00.004-04:00

I'm not sure why it bothers me so much but one of my merchandising pet peeves is mannequins without shoes. At the Iowa State Book Store, the merchandising staff is ahead of the game with their mannequins (bottom right). A simple denim skirt, jeans, shoes - these mannequins look like something someone would actually wear.

Another nice mannequin presentation, complete with messenger bag, was seen in a Savannah apparel shop.

Become an Image Icon on Campus

2008-09-30T01:00:00.001-04:00

Apple has become an image and marketing icon over the years. When the iMac colors were first introduced, there was an explosion of iMac color-inspired products. With the iPod, tech products went from sleek, techno black to crisp, fresh white. This consistent image development doesn't happen by accident. Apple's execution of product and marketing is a masterful lesson in success.

This was never so evident to me as when I recently visited the Apple Store on Fifth Avenue in New York City. Yes, I've seen the colorful Apple sales posters at many college stores I've visited over the last few months. Backgrounds on the Apple posters varied from brilliant pink to cool and mod turquoise. What was unique to the Apple Store was that every employee was highly visible in their matching cool and mod turquoise tees.

Think about it. How easy and cost effective would it be to have walking billboards throughout your own store. Compared to the cost and longevitiy of a single full-page newspaper article, you could outfit your sales floor staff in promotional themed tees. There's more than one way to use ad dollars; promo tees for your staff may be the key to your success.

Expand your Sales Floor

2008-09-23T01:00:00.000-04:00

Wouldn't that be great! I'm about to tell you how to accomplish more space without adding a single square foot of sales floor. Sure, you could merchandise to the ceiling with product but this is much simpler...

FOLD YOUR SHIRTS!

In a very scientific study, I carefully counted the number of sweatshirts that could be stocked on hang bars versus folded on shelves. And, the winner is.....

Fold sweatshirts by far. In these photo examples, about 40 sweatshirts were on this sales floor on the hang bar. On the shelved display, the capacity is over 100 sweatshirts. More product is on the sales floor where customers can access them and less product is lost or forgotten in the stock room.

So next time you consider expanding your store or a simple refresh for your apparel department, consider the fold.

The Buyer's Eye

2008-09-16T01:00:00.000-04:00

Whenever I'm asked to discuss good visual merchandising in the college bookstore market, I can't help but bring the topic back to good buying. Truly inspired buying starts with an eye for how the product will look on an endcap, feature wall or display table.

In our market - where in-store displays are most often selling displays - the buyer's vision for product deployment is critical. If product is displayed in a hodgepodge manner, you can look to a disconnect between buyer and sales floor or, perhaps hodgepodge buying.

Whether it is title selection for a general book display, packaging for a cohesive look in writing instruments or coordinated outfits in apparel, the resulting display is truly based on an inspired buyer and a merchandiser who is able to share in that inspiration.

Featured: color inspired buyer Megan Schwall at Dubois Book Store, Oxford and Cincinnati, OH.

Going to the DAWGS!

2008-09-09T01:00:00.002-04:00

Hmmmm, what to get that person that has everything? Something for their dog! You can find greeting cards from and to the family pet so why not include the dog in the gift giving as well! The bookstores at University of San Diego, Gonzaga and Cal Poly Pomona are ready to outfit the family dog in the latest campus fan gear.

Now, all I need is some fan gear for my parakeet!

Closet Inspiration

2008-09-03T01:00:00.000-04:00

"No more wire hangers!" Well, we've all come a long way from that but don't most of us admire those beautiful custom closets with garments hung in perfect symmetry? Even t-shirts and jeans looks elegant on wooden hangers.

One way to set an upscale section in your apparel department is to use deluxe wooden hangers for your higher-end garments. Wooden hangers can be used for exclusive collections or to feature polo shirts, jackets and sweaters. It's a small investment that will pay off in the long run.

And, please, don't overfill those hang bars! Use folding space above or on nested tables for additional stock if you are lacking in backstock storage space.

From Garment Rack to Chic Display

2008-08-27T01:00:00.001-04:00

Many small and medium size stores in the college market feel that they can't afford the big budgets for window displays. At Biola College Bookstore in California, assistant manager Lilia Martinez got creative at her local discount store, purchasing a garment rack (like the one at right) that was perfectly sized and suitable for her small window feature at the front of the store. Brilliant! For less than $30, Lilia has a fixture that is versatile, rolling fixture with the pull-out arms on each side.

For a look to match wooden fixtures or wordwork in the store, you could go with a similar rack like this rack made from sustainable wood available at The Container Store. About $100 more than Lilia's fixture, it's still a bargain and the side shelves allow for displaying all types of accessories or related product.

Repetition for Impact

2008-08-20T16:09:00.008-04:00

I have traveled to several cities over the last month and saw these great window displays at the New York & Co. stores. Each front window mannequin was dressed in a simple black & white pin-striped shirt, black capri pants and carrying a SUMMER CLEARANCE SAVE shopping bag.

Depending on the amount of window frontage, the displays featured 2, 3 or 5 mannequins dressed identically. Busy windows are never as effective as something as simple as these - it really is the K.I.S.S. principle at it's very best.

Summer Camp

2008-08-13T06:00:00.000-04:00

Summer's nearly over but it's not too late to plan for next year's summer camps - soccer, baseball, basketball, even academic disciplines such as engineering and art.

Kids and parents usually have time during the events to stop by the bookstore, whether for a quick refreshment or to do some souvenir shopping. What better remembrance than a logo t-shirt from the actual event!

At the College Store at SUNY Oswego, hockey camp attendees even have the option of buying event tees in youth sizes. Now, that's a great memento from camp that will get lots of use.

All Tucked In

2008-08-08T14:22:00.004-04:00

Visits to several college bookstores revealed some great detailing in apparel merchandising.

Something as simple as tucking the sleeves in on each facing of pocketed garments makes the entire department look in tip-top shape.

Yes, it requires a degree of regular maintenance but the look is worth it.

Pictured: The College Store at SUNY Oswego (right) and DuBois Bookstore serving Maimi University (below).

Uniquely Talented at UMD

2008-07-21T06:00:00.000-04:00

The unique thing about college stores is that no two are alike. We can, however, apply the best elements from other stores to our own environments. While every one gets jazzed about apparel areas, I get jazzed by supply departments. It takes a particular talent to merchandise shelf, peg and combination fixtures.

The staff at UMD Bookstore at University of Minnesota Duluth has real talent! The art supply department has a uniformity and consistency in display that tells the customer that this store really cares about their shopping experience. Brush displays help the customer choose the right product for their application. The store offers over 40 different sizes and grades of art pads. This store has what any artist needs!

In the supply department, UMD Bookstore does a great job of combining carded writing instruments with open stock displays. While mass market retailers strive for higher register rings with multi-packs, college bookstores cater to their students’ immediate, pressing needs – “I just need one pen to take notes today!” Pens without packaging also have the added benefit of reducing landfill waste.

Well done, UMD Bookstore!

The Evolution of a Mascot

2008-07-14T06:00:00.004-04:00

When you have a mascot like the Sasquatch at the Community Colleges of Spokane, you can't help but have fun with it. Bookstore Director, Cathy Scott, has given life to this mystical creature, first, by converting "Skitch" into a darling beanie and then by sending him on the road for a summer promotion!

The summer contest invites customers to take their mini-Skitch with them on their summer adventures and take pictures.

Community colleges generally are not known for having an avid following for school spirit and mascots, but in this case, students at the Community Colleges of Spokane have adopted "Skitch" as their own.

Bon Voyage, Skitch!

Keeping it Real

2008-07-08T10:03:00.003-04:00

One of the most impressive and effective marketing campaigns I've seen over the years in the college bookstore industry comes from Roger DeLarco, director of the University Bookstore at East Stroudsburg University in Pennsylvania.

The photography of student models wearing ESU garments is as professionally staged as any from the hip national retailers. The tag lines used over the years - Be A Warrior, Warrior Style, The Look for "U" and Wear 'em Out - are market savvy slogans.

The annual model search, postcard printing, newspaper ads and P-O-P displays contribute to the promotional hype year-round. It all adds up to the old adage, you've got to spend money to make money. This campaign successful reflects the lifestyles of the target customers and rings true - with the customers and at the cash register!

No Sluggish Slugs Here!

2008-06-30T06:00:00.001-04:00

Bay Tree Bookstore helped Celebrate the Honor at the University of California Santa Cruz. The UCSC McHenry Library was recently the recipient of the archives of the Grateful Dead. The campus mascot - the Banana Slug - was appropriately groovy in his tie-dye shirt celebrating the honor.

Don't get left behind when campus events need to be celebrated and honored. Commerative products enhance the event and create pride in the achievements of the institution.

Thinking Outside & Inside the Box

2008-06-25T10:31:00.006-04:00

I've noticed a number of retailers thinking outside of the box with an inside the box approach to clearance sales. A recent visit to a shopping mall in Harrisburg, PA revealed a "Shop the Box" clearance event at the Express Store.

The University Store at Cal State Long Beach recycles copier paper boxes for their clearance sale.

Simple price points have a big impact - $9.99 box, $19.99 box. Or use deep discount color codes to add the Clearance message.