1. Campus Advisory Services
The Positive Impact of Merchandising, Marketing, and Social Media on Today’s Campus Retail
Mark Palmore
Managing Director
Campus Advisory Services

2. Merchandising, Marketing, and Social Media
Merchandising: The Art of Creating a Positive Customer Experience!

3. Merchandising – Floor Layout
Optimize fixture placement
Ensure space is clean & neat
Remove distractions/de-clutter
Make good use of signage
Establish a comfortable path for customer traffic
Walk the sales floor daily through the eyes of your customer

4. Merchandising – Visual Merchandising
Create a Visual Merchandising calendar to support seasonal changes
Expand & contract space, adapting for seasonal merchandising
Short Sleeve T-shirts & Shorts move to store-front for Spring/Summer
Fleece moves to store-front for Fall/Winter

5. Merchandising – Product Displays
Tell a story with product displays
Use the rule of 3 to engage customers with displays
Make good use of signage & color
Ensure light is warm and adequately positioned

6. Merchandising – Product Displays
Tell your story through in-store displays & social media posts
Everyone loves the throwback pictures

7. Merchandising – Product Displays
Behold the W Shelf 
A large statement piece can promote interest, conversation, visual merchandising, & branding

8. What is Marketing?
The process of promoting and selling products and services to customers!

9. Marketing – Industry Research
Know College Student Buying Trends
On Campus Research
Student Monitor
NACAS Research
Use Data Analytics to plan your marketing strategy!

10. Marketing - Website Market through cutting edge Web Analytics
Search Results & Filters
Product Detail Pages
Cross Sell & Up-Sell
Cart & Confirmation Pages
Does your website mirror you store Merchandise mix
Trend Marketing (on campus and outside of local scope)

11. Marketing - Social Media
Identify Audience * Capture & Customize * Connect & Interact

12. Tailor content differently for each platform
Social Media - Identify Audience & Customize
Pinterest: Show me Lifestyle, Projects, Ideas
Ex. Feature product with recipe or outfit idea
Instagram: Talk to me in Pretty Pictures
Ex. Make boring info more whimsical or humorous
Tailor content differently for each platform

13. Marketing - Social Media
Utilize students, faculty, staff & alumni in your advertising
Store & Campus can be the backdrop for website & social media photos
Real people models become new social followers and/or influencers
The university references (people & places) will resonate with the audience

14. Social Media - Connect & Interact
Take it Out of the Office & onto Your Campus & Community
Prioritize People over Product
Videos will increase interaction

15. Merchandising, Marketing, and Social Media
Customer Experience
Merchandising
Marketing
Social Media
Jess

16. Merchandising, Marketing, and Social Media
Mark Palmore
Jess