College Bookstore Network
Retailers that target the college/university market measure their success on meeting the needs of very local customers. Yet college bookstores collectively are a sizeable part of the national retail scene:
- There are 4,450 college bookstores in the United States, located on and off campus
- These stores are associated with 4,216 higher
education institutions - Combined, they serve 17.5 million students – plus campus staff, alumni and others
- College bookstores gross more than $10.5 billion a year
in sales
Video on the Floor?
Created by LevelVision, a leader in media solutions and digital signage technology, CBN displays entertainment and advertising messages from an unconventional perspective: on the floor.
Using LevelVision’s proprietary floor-based IntelliMat® device, the network communicates relevant messages and enhances the in-store experience for customers – especially for media-savvy students who have an appreciation for the unexpected.
These highly portable devices can be placed and relocated to meet the business objectives of a retailer. You can use an IntelliMat device in the roles of:
- Attractor at store entries to entice passersby into the store
- Ambassador that greets and directs customers to manned customer service counters or self-service devices like kiosks
- Wayfinder that gives directions to designated store areas
- Signaler in aisles or lines to promote products on a
particular shelf - Closer at point of sale to promote impulse products or to repeat messaging already displayed elsewhere in the store
CBN Content Best Practices
By participating in CBN, bookstores can produce and submit their own content, which will be displayed on the IntelliMat device as part of the regular programming loop. Likewise, marketers wishing to reach this desirable audience can turn to CBN as an effective advertising channel.
This site offers a best-practices primer for CBN bookstores that wish to create content on their own, and provides some insights for advertisers, media planners and others in content roles that might intersect with CBN.
Proxemic Marketing
Proxemics is a cultural anthropological term coined by researcher Edward T. Hall during the 1960's to describe human spatial relationships and their impact on communication effectiveness. (Learn more about proxemic marketing here.)
Studies in proxemics suggest that messages received within a customer’s personal space are highly effective. So, the concept of proxemics has direct relevance to advertisers, retailers and other stakeholders in public spaces in which people congregate.
Research has shown that people tend to look down when walking, which naturally focuses their attention to objects and images on the ground – in their natural line of sight. This “psychology of the floor” contributes to IntelliMat device’s strong ability to influence consumer awareness and behavior.
The IntelliMat device also has a strong proxemic effect because people are drawn to the device. The closer they are to the images and messages the greater the opportunity to engage their attention, amplifying the impact on their behavior.
