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          砖和砂浆事项:校园书店体验

          2018年1月10日

           

           

           

          在高科技饱和的世界,亲身体验还是吸引了众多客户 - 包括大学生。其实,学生的89%更喜欢在商店,在那里他们可以看到和自己接触的商品店,为破获 “购买路径,” part of现金网app下载’s 零售业的未来 研究系列。

           

          物理的存在是关键配套的客户体验的另一个重要方面。 “态度和情感”该系列中的第二项研究中,揭示了情感联系是学生重要的。零售商必须了解客户的需求,创造有意义,令人难忘的情感联系来匹配。 Barnes & Noble College 结合了物理,砖和砂浆店具有强大的数字存在于他们在哪里,并建立这些连接满足学生。这些跨渠道零售能力使校园书店,以支持和加强了广泛的学术和社会经验。

           

          学术旅程的一部分

          Barnes & Noble College is a presence throughout students’ entire academic journey. Brick-and-mortar bookstore locations are part of each school’s physical campus — and part of students’ experiences in much the same way as academic buildings, dorms and student unions. Students don’t just get their course materials at the bookstore. It often serves as a backdrop for group project work, job interviews and coffee dates. It’s where students pick up spirit gear for big games and fuel for all-night study sessions. When they graduate, many have nostalgia for the physical store and the time spent there, making a point to visit when they’re back on campus for football games or reunions.

           

          Barnes & Noble College cultivates these emotional connections by supporting students through major milestones and creating fresh touchpoints through fun events and activities hosted by their bookstores. The major milestone events center on helping students feel comfortable, confident and connected to their school and their bookstore.

           

          大学搜索,接受和招生
          商店与学校主开房事件承认和/或未来的学生,往往作为他们与书店首次互动工作。在罗格斯大学,书店主人 独立的事件 对于被录取的学生在那里他们可以在现场报名参加,使得大多数显著决定一个学生将使从一开始的一个商店的一部分。

           

          新的学生取向
          书店主机 VIP活动 新生和新的学生帮助他们熟悉的服务和支持,帮助他们在他们的新生活安顿在校园里。书商进行培训,以帮助学生书籍和商品,以及像咖啡厅和便利服务,学生可能不知道的是可用的。这些事件还包括游戏,食品和奖品 - 让学生有机会与对方以及结识。

           

          中期条款和期末考试
          许多书店主机 解除压力巨星 在中端方面和/或决赛的事件。学生可以学习放松和乐趣与朋友休息一下。每家商店是不同的,但许多报价着色或起草以及机会宠​​物与小狗和治疗动物体内发挥着。俄亥俄州立甚至带来了动物园里的动物像树懒和雪豹幼崽。

           

          “Customers are shopping more and more online, but brick-and-mortar stores are still so important because they allow us to connect with our customers through experiences, whether that means the touch and feel of a fabric or memories made at an in-store event,” says Sherry Fang, Consumer Marketing Specialist for现金网app下载. “And, when it comes to customer service, nothing beats face-to-face interaction and that instantaneous response or solution. It’s just so important to have the option. Digital marketing complements the in-store experience perfectly — we use it continuously to drive sales and traffic into the store.”

           

          一个经验,提供了更多的

          While现金网app下载 provides toolkits and guidance to bookstores on signature events, the stores also have a lot of flexibility to develop events tailored to their students and campuses. Barnes & Noble at Monroe College bookstore manager Cynthia Cameron is known for creating in-store events that give students the opportunity to shine — and shows how versatile the bookstore can be.

           

          Barnes & Noble at Monroe College Bookstore Manager Cynthia Cameron (center) poses with Dean of the culinary school, Frank Costantino, and culinary students in the store’s cafe. The students catered the grand opening celebration of the new store.

           

          商店已经拥有开放麦克风之夜,让学生能唱,说唱或者自己读诗歌,不久,店里会揭开序幕,它的第一个卡拉OK事件。它也承载了学生的艺术展览,每学期,学生参加艺术班不仅要展示自己作品的机会,但可以采取什么他们的艺术手段的阶段和谈话。

           

          “我们得到展示本土人才 - 它不仅仅是在你的宿舍淋浴唱一个更大的平台!学生看着彼此在不同的光线,因为他们不知道这些人才。然后他们看看在不同的光线书店,以及,”卡梅伦说。 “我们一直在试图寻找新的方式来表达我们的学生说我们不只是一家书店。我们希望他们时,他们需要什么,对我们的看法,即使他们只是有一个关于在哪里可以找到在校园里的东西的问题。它并不总是对的交易,它是关于经验。我们总是希望让他们知道,我们在这里为他们。”

           

          Barnes & Noble at Monroe College also contributes its space for campus groups and events, such as the annual President/Dean’s List dinner, which recognizes students for their academic achievements. However, the bookstore’s appeal doesn’t just lie in formal events — it’s the warm, welcoming environment that Cameron and her staff create. When the store celebrated a series of Bookseller Appreciation days, the staff dressed according to different themes, including a pajama day. Customers enjoyed the festive atmosphere, both while shopping and online.

           

          The Barnes & Noble at Monroe College Bookstore recently hosted a Ring in the New Year 2018 event, offering samples of smoothies to customers.

           

          “我们只要我们的客户,这意味着创造一个温馨的店内体验以及在线提供的经验。我们开展电子邮件营销活动和优惠促销的移动应用程序,但是我们也过日常的东西使用社交媒体债券与客户喜欢穿你的PJS工作的乐趣。它并不总是要求人们的东西。当你伸手,只是因为你得到的人更好的接收。学生选择到这里来,”卡梅伦说。 “我们如何能支持它们的可能性是无限的。”

           

           

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