The recent spinoff of Barnes & Noble College from Barnes & Noble is expected to open up a number of opportunities for the business, including further monetizing its understanding of college students and their shopping behaviors.
Yesterday, the company, which operates more than 724 campus bookstores on college and university campuses across the U.S., announced it was accelerating its marketing research platform to serve as a resource for business partners, including educational institutions, publishers and consumer brand companies.
The company gathers data and provides analytics on a wide variety of research topics gathered from online research panels of students and faculty. The company claims to have on-campus access to 5.3 million students and professors in the U.S.
"We are part of the social and structural fabric of our campuses, and it gives us a deep understanding of the nuances of each school's culture. When that understanding is combined with the insights our market research platform provides, consumer brand marketers have what they need to build powerful, emotional connections with the millions of students we serve," said Marie Policastro, director, brand partnerships and market research, Barnes & Noble College, in a press release. "We partner and work closely with brands to ensure they engage with students in timely, relevant and inspiring ways, fostering long-lasting relationships that extend beyond graduation and deliver ongoing results."
Source: bncollegemarketing.com
According to Barnes & Noble College, discretionary income among college students will reach $163 billion this year. Better understanding and reaching these consumers is critical for marketers because these consumers tend to be both early adopters and trendsetters.
The company's website lists brands it has worked with, including Chevrolet, Cosmopolitan, Garnier, KIND, Microsoft, Red Bull, Symantec and Wrigley.