Ways To Increase College Bookstore Sales Essay
Wayss To Increase College Bookstore Gross saless Essay, Research Paper
October 10, 1996
Wayss to Increase College Bookstore Gross saless
I think that in order to increase gross revenues to pupils and module,
the College Bookstore must turn to and better the countries of ware choice, staffing, and ware organisation. My recommendations are based on the decision that these factors majorly contribute to the possible frequenters determination to shop elsewhere. The chief competition is Walton & # 8217 ; s and the Campus Drug Store, of which combined keep 72 % of the pupils and module as frequenters.
RESEARCH METHODS
In response to your hunt for feasible ways to increase gross revenues to pupils and module, I interviewed employees, administered studies to college pupils and module, and conducted an independent observation to find the college bookshop & # 8217 ; s failings and strong points. From the information, I compared the bookshop to the competition and to the ideal bookshop vision that was jointly described by the pupils and module.
MERCHANDIZE SELECTION
My survey shows that the College Bookstore has a definite issue in ware choice. Of those sureveyed, the persons that chose the competition did so because they claimed that they had a better choice and that by traveling at that place they can acquire everything that they need in one halt.
My independent observation shows that there are a figure of points carried by the competition that the bookshop does non transport. These are insignia vesture, gift points, recognizing cards, magaines, and confect and bites. Besides, although the bookshop does transport a choice of paper-back book books, the choice is little and limited. Of those carried, classs of scientific discipline fiction, best-sellers, and other non-fiction are less than that of the competition. Of those surveyed, the lowest marking service issue is that of the choice of merchanidise.
INSIGNIA Clothing
Karen Sweeney, a director for three of her eight old ages of employment at the bookshop, feels insignia vesture and ware is a moneymaking market that should be tapped into. Harmonizing to the information obtained in my independent observation and the studies, sweatshirts, T-shirts, and trunkss with campus Sons are desired merchandises and are non carried by the bookshop. In fact, a frequenter looking for these points must travel to the competition. Of those points already offered with the campus logo, it is reported that these are good Sellerss and are frequently impulse purchases.
STORE PERSONNEL
One consistent ailment is that the employees lack friendly client service and cognition of bookshop points and services.
John Laskey, stock clerk of 18 months, attributes this to short handed staffing and deficiency of employee preparation. As most forces are pupils themselves, the periods of haste frequenter traffic at the beginning and terminal of each term are hard times to staff. Students are busy with documents and tests and wear & # 8217 ; t wan
T to work so. Besides, many of those who work are non knowledgable of the overall stocking program and are left unable to help in restocking.
Cheryl Englehart, full clip hard currency registry clerk of four old ages, states that check-out procedure lines are hard, but there are times when hard currency registry clerks don & # 8217 ; Ts have anything to make. She besides feels that the computing machine hard currency registries are complicated.
MERCHANDIZE ORGANIZATION
Space is tight in the college bookshop. It is really crowded. Walton & # 8217 ; s has a much airer feel, but is similar in the interior make-up. Aisles are merely as near, but are higher, therefore leting for more stock list. The bookshop offers cabinets for frequenters to set there stuffs in while they are shopping. Similar cabinets are used by Walton & # 8217 ; s, but non by the Campus Drug Store.
Monetary values
Monetary values are reasonably even with that of the competition. Although there is ever a call for lower monetary values, those surveyed rated the bookshop & # 8217 ; s monetary values as somewhat above norm.
Recommendation
Based on this information, I feel that an attempt must be made to increase the choice of points offered to the frequenters, better form the shop to show an easier fluxing shopping experience, and decently develop the staff to ever put the client & # 8217 ; s needs to the head of the state of affairs.
Obtain a bigger, better choice of ware, particularly insignia vesture and stuffs. This appears to be the chief concern of possible frequenters. Other choice additions should include geting a wider choice of paper-back book books, gift points, recognizing cards, magazines, confect and bites.
Extinguish the cabinets and increase the figure of shelves. The organisation of ware is another country that needs work. This will better the shopping experience and do it easier for parttime employees to cognize where everything is at, a better program must be addressed. This is besides a factor in the geting of new merchandises. The sum of infinite that you provide with this alteration will give the frequenter a wider choice to take from.
Place client service and satisfaction at the head. Customer service has ever been the key to return backing and is decidedly worthy of turn toing in this instance. It is overriding that employees treat the client in the friendliness mode possible and ever be willing to help them.
Train the employees to be knowing about the shop & # 8217 ; s merchandises and services and capable to be working on productive ventures throughout their working day. Full clip or portion clip, everyone should be cognizant of the overall stocking program, cognize where everything is located, and be able to substitute places in the event of haste periods. In the illustration of the hard currency registry clerks, they should ne’er hold a period in which they have nil to make.
Summary
I would be happy to discourse the consequences of this research with you in more item and can supply statistical backup for my figures and the overall study conslusions.
