Campus Advisory Services The Positive Impact of Merchandising, Marketing, and Social Media on Today’s Campus Retail Mark Palmore Managing Director Campus Advisory Services
Merchandising, Marketing, and Social Media Merchandising: The Art of Creating a Positive Customer Experience!
Merchandising – Floor Layout Optimize fixture placement Ensure space is clean & neat Remove distractions/de-clutter Make good use of signage Establish a comfortable path for customer traffic Walk the sales floor daily through the eyes of your customer
Merchandising – Visual Merchandising Create a Visual Merchandising calendar to support seasonal changes Expand & contract space, adapting for seasonal merchandising Short Sleeve T-shirts & Shorts move to store-front for Spring/Summer Fleece moves to store-front for Fall/Winter
Merchandising – Product Displays Tell a story with product displays Use the rule of 3 to engage customers with displays Make good use of signage & color Ensure light is warm and adequately positioned
Merchandising – Product Displays Tell your story through in-store displays & social media posts Everyone loves the throwback pictures
Merchandising – Product Displays Behold the W Shelf A large statement piece can promote interest, conversation, visual merchandising, & branding
What is Marketing? The process of promoting and selling products and services to customers!
Marketing – Industry Research Know College Student Buying Trends On Campus Research Student Monitor NACAS Research Use Data Analytics to plan your marketing strategy!
Marketing - Website Market through cutting edge Web Analytics Search Results & Filters Product Detail Pages Cross Sell & Up-Sell Cart & Confirmation Pages Does your website mirror you store Merchandise mix Trend Marketing (on campus and outside of local scope)
Marketing - Social Media Identify Audience * Capture & Customize * Connect & Interact
Tailor content differently for each platform Social Media - Identify Audience & Customize Pinterest: Show me Lifestyle, Projects, Ideas Ex. Feature product with recipe or outfit idea Instagram: Talk to me in Pretty Pictures Ex. Make boring info more whimsical or humorous Tailor content differently for each platform
Marketing - Social Media Utilize students, faculty, staff & alumni in your advertising Store & Campus can be the backdrop for website & social media photos Real people models become new social followers and/or influencers The university references (people & places) will resonate with the audience
Social Media - Connect & Interact Take it Out of the Office & onto Your Campus & Community Prioritize People over Product Videos will increase interaction
Merchandising, Marketing, and Social Media Customer Experience Merchandising Marketing Social Media Jess
Merchandising, Marketing, and Social Media Mark Palmore mpalmore@campusadvisoryservices.com 513.515.5741 Jess