Canadian Retailer - Winter 2015 - 12

RETaIl: aT IssuE

poppINg up oN caMpus

pop-up shop concept a boon for college campus bookstores...
and their retail partners
BY SeaN C. TaRRY
collEgIaTE RETaIlERs everywhere need to
find new ways to increase traffic to their stores
and exposure to their brands. it's a mantra
that's being stated and practiced despite the
size or format of store. and with good reason:
it's how the campus bookstore business will
continue to grow, as students find other ways
to obtain their learning materials.
Campus Stores Canada-the association
responsible for delivering quality education
and services to Canadian post-secondary,
institutionally-owned and operated Campus
stores-recently held a two-day event this past
January in Toronto. The event, which brings
together members and suppliers, features a
Retail partnerships are allowing UBC Bookstore to thrive.
trade show and educational sessions aimed at
improving and honing retail merchandising and buying skills.
and this year, it also featured a session that highlighted the "We need to continue to be relevant to
our student demographic. To do this,
advantages related to the pop-up store-within-a-store concept.
Though this concept is not a new one within the retail indus- we need to find ways to be interesting
try, the potential benefits that can be tapped by leveraging it
by offering rotating products in order
through strategic partnerships and branding are immense for
the collegiate bookstore. as Jennie orpen, Merchandise Man- to bring students into our store on a
ager at UBC Bookstore in Vancouver, points out, whether the continual basis."
concept is a new one or not, if it drives additional customers to
- JENNIE ORPEN
the store, it's worth investing time and effort into it.
UBC Bookstore and Campus Stores Canada
"in the collegiate industry across North america, students are
now able to avail themselves of course materials in ways other
than simply coming into the bookstore and buying books," she tion would like to offer to campus bookstores
says. "in light of this, our business is changing. We need to con- throughout the entire country.
tinue to be relevant to our student demographic. To do this, we
"it's a win-win-win situation," says orpen.
need to find ways to be interesting by offering rotating products "The campus bookstore wins because there's
in order to bring students into our store on a continual basis."
increased traffic to the store. The students win
one way in which the store is creating interest and excite- because they're being offered products that
ment is through pop-up stores appearing within their locations. they're looking for and don't need to leave the
The UBC Bookstore has formed successful partnerships with campus to find them. and the retailer within
Bed Bath & Beyond, and Mountain equipment Co-op. and, just our store wins because they receive increased
recently, it struck a deal with Wireless Wave to sell cellphones exposure to their brand."
during the back-to-school season.
"it's those kinds of opportunities that can really enhance your In an effort to expand the pop-up store concept
business on campus," explains orpen. "other than just offering throughout campus bookstores across the
our regular merchandise, we're able to make available to students country, Campus Stores Canada are seeking poother products and services. We become a destination that they tential retail partners to become involved and
need to visit on campus and build a name that students trust."
reap the benefits of this opportunity. For more
orpen, who's also the President of Campus Stores Canada, information about Campus Stores Canada, and
has seen firsthand the benefits and successes available via the ways to get involved in this initiative, contact
pop-up concept, and insists that it's something that the associa- them toll-free at 1-888-288-4044.

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caNadIaN RETaIlER | Winter 2015

Canadian Retailer - Winter 2015

Table of Contents for the Digital Edition of Canadian Retailer - Winter 2015