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Uniting Independents

Connect2One is the largest and most comprehensive buying group in the college bookstore industry.  Our mission is to connect bookstore managers with the resources they need to operate successfully.  Originally founded as a buying cooperative in 1988, and now powered by indiCo, Connect2One is dedicated to the goal of helping college stores stay independent and compete in todays marketplace. 

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Paula's Picks Blog

Something to Cheer About!
6/17/2013 11:38:00 AM

I saw this signage at the mall last week and couldn't help but think how cool this would be during football or basketball season for college stores.  It reminded me of a cheerleader's megaphone.  I would probably change it up from "Saturday Steals" to "GAME DAY DEALS".  Simply insert a new promotion in the circle every week and you're done!

Not a team sport campus?  Try using it for your slowest traffic day to draw the customers in.
Riding the Tech Trend
8/8/2012 03:11:00 PM
One of the benefits of working in the college bookstore market all these years is riding the tech trends of the day. I remember when the Commodore 64 came out in 1982. My bookstore director decided that, since I was the buyer for calculators, and the C64 was just a big calculator, that I would be buying them. If you want to follow down that memory lane, read the book "Ready Player One" by Ernest Cline. It's a story steeped in the tech and pop culture of the late 70s and early 80s.

These days, the tech trends aren't relegated to those nerdy few in the basement of the computer lab with those keypunch cards. The infographic below shows how dominant smartphone use is with various age groups. I would venture to guess that the results would be skewed even higher should the study focus on age demographics only on college campuses. Now that I've become a smartphone user (a mere 7 months ago), I can't imaging being without.

And, I'm OK with that. To keep up with our end-users, our student customers on college campuses, it helps to get into their psyche, even just a little bit. My fingers may not be as nimble as some millenial digits, but I've got Siri to help me with those tiny keys. If we can understand that this generation expects information and communication to be available at their fingertips and event at their bedside, we're halfway to understanding their behavious as consumers in our stores. It's a huge culture shift. Ready?

By the way, I did read the book on my iPad borrowed from my public library. Count me in the game!

The Mobile Lives of College Students
Courtesy of: Online Colleges
You Can't Afford to NOT Give it Away
8/1/2012 06:00:00 AM
I applaud the University of Alabama Supply Store for going where few college stores will go - the realm of big online companies - FREE SHIPPING. Yes, textbooks are low margin and shipping cuts into that.  But, offset free shipping costs with the purchases you will miss out on if the customer goes elsewhere and that low margin becomes no margin whatsoever.  And, they've done it so cleverly...  A cardboard box backdrop and the smirky "don't like leaving your apartment" comment.  Well done! 


University of Alabama Supply Store Facebook cover image through August 3.
The LARGEST selection of USED Books Ever! Available today!
7/25/2012 06:00:00 AM
I subscribe to a number of email broadcasts from college bookstores and this one from CSULB Bookstore at Cal State Long Beach caught my eye.  On seeing stacks and stacks of incoming books, it's an impressive testament to the fact that independent college bookstores really do work hard to have every book, for every class, at great prices (used or rental) and available NOW. 

My favorite part of the ad (click the link for a larger view) is the tag line:  Your Campus, Your Bookstore, Your Choice.  No mystery sellers, no shipments from multiple sellers, no added delivery costs, no questionable condition.  If your "choice" is peace of mind and ease of shopping, your independent college store is the easy A, no-brainer choice.

FW: The LARGEST selection of USED Books Ever!! Available today!
When you can't get to the mall...
7/18/2012 06:00:00 AM
As a self-described "professional shopper", I ready to hit the mall anytime, anyplace.  However, I realize that's not always convenient for everyone.  Instead, head over to turnhills.com for a virtual tour of mall windows to see the latest in fashions as well as in visual displays.  You'll find a variety of stores and the added option of being able to click on an item for more details for, they hope, an online purchase!  Now, that's window shopping!

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The GAP window from http://www.turnhills.com/ virtual mall

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Uniqlo display window at http://www.turnhills.com/ virtual mall

MonkeyTee, MonkeyDo Display
7/11/2012 06:00:00 AM

I actually don't mind my time spent in airports.  Who knew you could find so much inspiration browsing airport gift shops!  This display I found particularly interesting, even though I was sorely tempted to tuck in all those errant price tags.  While we've seen the pre-requisite tee & hat combinations, this shop cleverly combines tees (for mom, dad, sis, cousin) with cute plush (for lil' ones).  This would be so easy to implement in your college store.  It might take a little juggling in your POS ring but the customers will love the $5.98 savings from the bundle.
From Inside the MBA@UNC Blog: Maximizing Millennials: The Who, How, and Why of Managing Gen Y
7/3/2012 06:00:00 AM
No, you're not having a senior moment; the infographic below is reaaalllly small.  Now, if I were Gen Y, I could probably figure out how to resize it to fit this window.  However, the information in this fascinating graphic and article from the Inside the MBA@UNC Blog should be on the "everyone over 40" required reading list so follow the link below.

Maximizing Millennials: The Who, How, and Why of Managing Gen Y: Millennials, also known as Generation Y, are entering the workplace in record numbers. They are idealistic, diverse, digitally-enabled, social and perhaps most importantly, ambitious. While these are all traits that can make a positive impact on your organization, it is a tall task to retain and motivate millennials for a variety of reasons.  Their attitudes toward work and careers differ from previous generations...(continue reading at  http://onlinemba.unc.edu/mba-at-unc-blog/geny-in-the-workplace/ )


Via MBA@UNC Online Business Degree & The YEC
BTS Shopper Holiday
6/27/2012 06:25:00 AM

Source: nytimes.com via Paula on Pinterest


Finally, someone is making a push towards a national shopping event for back-to-school - Saturday, August 11.  According to a recent NY Times article, retailers who are on board with the Teen Vogue initiative include Aéropostale, American Eagle Outfitters, Express, Guess, H&M, Maybelline New York, Pacific Sunwear of California, Quiksilver, Staples and Vans. Even Proctor & Gamble is behind the promtion with their Cover Girl, Olay, Pantene and Tampax brands.

It will be interesting to see if this shopper event can rise to the hype of "Black Friday" and "Cyber Monday". 
JCP Experiment with Shopper Psychology
6/20/2012 12:26:00 PM



I'm always intrigued by consumer psychology.  Somehow, JC Penney underestimated how deeply engrained are consumer behavioural patterns.  Here are some points from two recent articles which appeared on Ad Age:


JC Penney's Mistake? Assuming the Consumer Is Rational

...a rational person would rather buy a $7 T-shirt for $7 than that very same T-shirt, typically listed at $12.99, marked down to $7.99 (almost a dollar more that the new price).

The cognitive bias at play in the Penney pricing initiative is an "anchoring effect," meaning that consumers are typically heavily influenced by a specific piece of information, which all other information is evaluated against. Suggested retail prices are the most common anchors... While the $12.99 original price tag for the T-shirt might have been an inflated price, it still creates a subconscious anchor. While the consumer's rational side may know that it's a bogus price, the irrational side is excited that it can get the T-shirt for a bargain at $7.99. The discount creates the yearning to make the purchase. For some, it even gives them a slight feeling of euphoria, or a mini rush.

JC Penney Re-thinks Its Terminology, Embraces 'Sales' Again

Speaking at the Piper Jaffray Consumer Conference in New York, JC Penney CEO Ron Johnson told investors the company would be moving away from the term "month-long value" in favor of the simpler "sale." It's the latest marketing adjustment since the retailer reported a dismal first quarter.

"No one really understood [month-long value]. What we intend to do is a sale; we run 12 a year," Mr. Johnson said. "That's a messaging change within our vision for how we want to compete. ... The back half will be better, the customer will understand, and there will be a lot of purchasing."

Even major retailers can make missteps in understanding their customers. If you're like me you probably tell everyone about the great deal you snagged on a shopping expedition.  Why?  It's the thrill of the deal and JCP underestimated how important that is to most shoppers.  Keep this in mind when preparing price strategies for you store.
Under the Influence of Paint Chips
6/13/2012 06:37:00 AM

Who hasn't handled a paint chip from the hardware store?  From HGTV to window displays to notebooks, paint chips take on new life with their design aesthetic.   Paint Chip spiral notebooks from Top Flight (introduced at CAMEX) and this window display at GAP show the design inspiration.