1. What are some of the ways that your store tries to advertise the plaid
products?
The UK bookstore works directly with the AG department and sells
plaid at events they sponsor. There is a specific shop on their website about
UK plaid products. Every time new plaid comes in, the bookstore will promote it
on Facebook and other social media outlets.
2. Have sales of the plaid products been increasing or decreasing over
the past couple of years? Why?
Sales of plaid products have been decreasing in
the UK bookstore over the past couple of years. The merchandise product manager
at the bookstore believes that the market got too flooded by coming out with
too many pieces, too fast. She also believes that there is not the best
selection because the plaid is very “bag” heavy. The new stuff is too similar
to older pieces and the original group of merchandise had the best success.
3. What are some new plaid products that could help to increase
sales?
The merchandise product manager had many ideas on how to increase UK
plaid sales. The consumers who look for UK plaid the most are also consumers of
Vera Bradley. Therefore, if some pieces were “retired” and limited time like
Vera Bradley does, it could bring some more success. She also suggested
producing different styles and adding more features to older products. The
items she is asked for the most are laptop sleeves, IPad covers and umbrellas.
4. Which plaid products are the most profitable and which are the
least?
The UK bookstore’s goal in the beginning was to carry every plaid
product but had to scale back because the inventory is very consuming. The
classic pieces have sold the best at the UK bookstore such as the: carrier bag,
tablecloths, napkins, picture frames and cotton scarves. The bowtie did very
successful and they are often asked for it but it is no longer made. If an item
is no longer profitable, the bookstore will not carry it anymore.
5. Where are the plaid products located in your store?
The plaid products
in the UK bookstore are located towards the front center in the “gift”
department. The gift department is located next to the women’s department,
which carries the Vera Bradley. The only thing separate from the UK plaid is
the tie, which is carried in the menswear department.
6. Are customers aware of the fact that they are helping AG school when
purchasing the plaid products?
There used to be small signage up stating that
purchasing plaid products was helping the AG department. However, it got
damaged and it no longer up. The merchandise product manager stated that the AG
department provided the sign and the bookstore did not make it.
7. Is there a certain age group that is most attracted to the plaid
products?
The merchandise product manager stated certain items of the UK plaid
products attract certain age groups. College students usually purchased the
carrier bag, ID holder, scarf and tie. The tablecloth and napkins were usually
purchased by the older generation around 50 and up.
8. How do customers respond to the pricing of the plaid products?
Most of
the time customers aren’t surprised with the pricing of the plaid products. If
they are expecting the products to be super cheap then they are unaware that
the bookstore only purchases higher quality goods and most merchandise in the
store is around that price range. Since the bookstore is UK owned, they only
carry official license products that benefit the school and there is a lot of
licensing that comes with it. The one product that consumers are most shocked
by is the silk scarf. It is $24 dollars higher than the cotton scarf and is
much less material.
9. If there was something you would change about the plaid products what
would it be and why?
The merchandise product manager suggested that changing
the message about the UK plaid products could really help. If the department
could get the word out about what it’s going towards, it could be really
beneficial. She has heard a lot of stories about the department buying the
plaid but then giving it away for free. There have been so many freebies such
as the coozie that when people come into the store and see the price tag of a
UK plaid product they no longer want to purchase it. There is almost a
perception that they can get what product they want for free from the
department.
10.
Do you have
customers coming in looking particularly for the plaid products? Yes, some
customers will come in the UK bookstore particularly looking for plaid
products. The customers are usually alumni, MAT majors or someone who works for
a county extension office. The manager explained that each county has an
extension office that does a variety of things such as sponsor workshops,
classes and tutoring. They are apart of the AG department and like having UK
things to display at these events. The biggest thing that they always ask for
is plaid by the yard which she stated unfortunately is never going to happen.
All in all, the merchandise product manager at the UK bookstore really likes
the plaid. Her supervisor is apart of the plaid committee and they are hoping
that the possible
vendor change will really help the sells of UK plaid. She has seen many student
ideas of possible plaid changes and believe tweaking the plaid would also be
beneficial. Right now, the vendor is small and local which allows them not to
have to pay shipping but they cannot produce mass quantities. The possible
change of vendor will allow them to produce more quantities and hopefully
really help the sells of the products.
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