October 10, 1996
I think that in
order to increase sales to students and faculty,
the College
Bookstore must address and improve the areas of merchandise selection,
staffing, and merchandise organization.
My recommendations are based on the conclusion that these factors
majorly contribute to the potential patrons decision to shop elsewhere. The main competition is Walton's and the
Campus Drug Store, of which combined hold 72% of the students and faculty as
patrons.
RESEARCH METHODS
In response to
your search for viable ways to increase sales to students and faculty, I
interviewed employees, administered surveys to college students and faculty,
and conducted an independent observation to determine the college bookstore's
weaknesses and strong points. From the
data, I compared the bookstore to the competition and to the ideal bookstore
vision that was collectively described by the students and faculty.
MERCHANDIZE
SELECTION
My study shows
that the College Bookstore has a definite issue in merchandise selection. Of those sureveyed, the individuals that
chose the competition did so because they claimed that they had a better
selection and that by going there they can get everything that they need in one
stop.
My independent
observation shows that there are a number of items carried by the competition
that the bookstore does not carry. These
are insignia clothing, gift items, greeting cards, magaines, and candy and
snacks. Also, although the bookstore
does carry a selection of paperback books, the selection is small and
limited. Of those carried, categories of
science fiction, best-sellers, and other non-fiction are less than that of the
competition. Of those surveyed, the
lowest scoring service issue is that of the selection of merchanidise.
INSIGNIA CLOTHING
Karen Sweeney, a
manager for three of her eight years of employment at the bookstore, feels
insignia clothing and merchandise is a lucrative market that should be tapped
into. According to the information
obtained in my independent observation and the surveys, sweatshirts, T-shirts,
and shorts with campus logos are desired products and are not carried by the
bookstore. In fact, a patron looking for
these items must go to the competition.
Of those items already offered with the campus logo, it is reported that
these are good sellers and are often impulse purchases.
STORE PERSONNEL
One consistent
complaint is that the employees lack friendly customer service and knowledge of
bookstore items and services.
John Laskey,
stock clerk of 18 months, attributes this to short handed staffing and lack of
employee training. As most personnel are
students themselves, the periods of rush patron traffic at the beginning and end
of each term are difficult times to staff.
Students are busy with papers and exams and don't want to work
then. Also, many of those who work are
not knowledgable of the overall stocking plan and are left unable to assist in
restocking.
Cheryl Englehart,
full time cash register clerk of four years, states that checkout lines are
difficult, but there are times when cash register clerks don't have anything to
do. She also feels that the computer
cash registers are complicated.
MERCHANDIZE
ORGANIZATION
Space is tight in
the college bookstore. It is very
crowded. Walton's has a much airer feel, but is similar in the interior
makeup. Aisles are just as close, but
are higher, thus allowing for more inventory.
The bookstore offers lockers for patrons to put there materials in while
they are shopping. Similar lockers are
used by Walton's, but not by the Campus Drug Store.
PRICES
Prices are pretty
even with that of the competition.
Although there is always a cry for lower prices, those surveyed rated
the bookstore's prices as slightly above average.
RECOMMENDATIONS
Based on this
information, I feel that an effort must be made to increase the selection of
items offered to the patrons, better organize the store to present an easier
flowing shopping experience, and properly train the staff to always place the
customer's needs to the forefront of the situation.
Obtain a bigger,
better selection of merchandise, especially insignia clothing and
materials. This appears to be the main
concern of potential patrons. Other
selection increases should include acquiring a wider selection of paperback
books, gift items, greeting cards, magazines, candy and snacks.
Eliminate the
lockers and increase the number of shelves.
The organization of merchandise is another area that needs work. This will improve the shopping experience and
make it easier for part-time employees to know where everything is at, a better
plan must be addressed. This is also a
factor in the acquiring of new products.
The amount of space that you provide with this change will give the
patron a wider selection to chose from.
Place customer
service and satisfaction at the forefront.
Customer service has always been the key to return patronage and is
definitely worthy of addressing in this case.
It is paramount that employees treat the customer in the friendliness
manner possible and always be willing to assist them.
Train the
employees to be knowledgeable about the store's products and services and
capable to be working on productive ventures throughout their workday. Full time or part time, everyone should be
aware of the overall stocking plan, know where everything is located, and be
able to interchange positions in the event of rush periods. In the example of the cash register clerks,
they should never have a period in which they have nothing to do.
SUMMARY
I would be happy
to discuss the results of this research with you in more detail and can provide
statistical backing for my figures and the overall survey conslusions.
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