Another innovation is to synchronize merchandising, design, and promotion to campus life by using pictures and graphics depicting campus scenes or logos in interesting ways. Some stores use promotions that go well beyond traditional author signings by tying into major events on campus, such as employee day, finals week, or important lecture series. While some bemoan the inadequacy of sales space, others have literally built their stores on wheels, or purchased flexible fixturing. These innovations allow radical shifts of existing space four to six times a year, designed to service different market opportunities during non-rush cycles. This is an incredibly powerful, though rare, technique that can yield sales per square foot results of two to five times industry norms.
Customers experience our systems.
The broadest definition of systems encompasses policies, procedures, processes, and equipment. Together, they dramatically affect what our customers think of us. Imagine the composite effect of long checkout lines, an offensive or unreasonable return policy, and incomprehensible buyback procedures. Now look around your store. These and other equally damaging systems deficiencies are commonplace among college stores even today, when customer expectations are rising rapidly.