LET ME TELL YOU ABOUT US:
We are a brick and mortar college textbook store serving a specific university. Our online business through Amazon, Half, Ebay, etc., continues to grow but our in store sales are flat. We compete with other brick and mortar stores at the same university selling the exact same product at about the same price. 80% of the books we sell are priced to the online market so we suffer from a perception problem that books online are always cheaper. We carry all the necessary course materials (novels, textbooks, test booklets) but no "rah-rah" gear or clothing. Our store is set up as a counter service where the student brings in their schedule and we bring their required books up to the register.
HERE IS WHAT WE NEED:
We need an email/facebook/in-store campaign to draw in customers and demonstrate value at both buyback and sale time. A large portion of our inventory comes from our book buyback so our buyback and sale success goes hand-in-hand.
OUR TARGET AUDIENCE IS:
The college students at our university. We have a limited window to reach the 15,000 students at the public, general admission, non-selective university we serve. You can eliminate the "lifetime value of a customer" mantra: it doesn't apply here. Our retention/graduation rate is between 50 and 60%. Most freshmen shop on campus their first year and then half wander off campus their second year. Of those, half do not graduate and none remain after 4 or 5 years. We have a lot of turnover in our customer base and have to continually get our message across: Who are we? Where are we? What do we do?
WE LIKE THESE EXAMPLES:
We are open to any ideas.
WE ABSOLUTELY MUST HAVE THIS IN OUR PIECE:
We need to get across to our customers that we have everything they need for all of their courses. More and more books are being printed specifically for a professor. Even though we are off-campus we have those "custom" books.
We have more used books so we are cheaper, often even cheaper than online.
We buy books every day so you don't need to wait until the end of the semester to sell them.
Buying a book for $100 and selling it back at the end of the semester for $50 means the book had a true cost of $50. Renting that same book for $70 looks appealing but doesn't make much sense.
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