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BUSINESS
continued from page 8
students gear up and get settled into
the new year.
"We're trying to make Target a col
lege destination," said Dave Stringer,
executive team lead of logistics at the
4575 W. 11 th Ave. location.
Through new television commer
cials on MTV and other youth-orient
ed stations, Target is trying to appeal
to the college crowd with a cooler im
age. Although he couldn't say what
sales percentage is derived from stu
dent purchases, Stringer said business
has significantly improved with the
introduction of stylish new products
by designers such as Todd Oldham
and dorm-specific items like the "all
in-one" kitchen utensil set.
"We'll definitely continue to intro
duce more products with different
designers," Stringer said. "Our stock
is always changing."
Freshman Christina Low shopped
at Target for residence hall necessities
with her mother the day before she
moved in.
"I haven't even seen my room yet,"
the Hawaii native said. "But every
thing is very inexpensive here com
pared to Oahu. We've already spent
$ 150 at least."
Besides hangers, extra-long sheets
and bathroom products, Low said
she also needed to shop around for
more expensive items, including a TV.
Some local businesses have also
catered to students' needs and budgets
for quite some time. For almost 30
years, Smith Family Bookstore has been
buying and selling used college text
books from its 768 E. 13th Ave. loca
tion, one of two in Eugene During the
first few weeks of every term, the book
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store requires veiy little advertising be
cause most students are drawn to its
prediscounted rates — up to 65 percent
off— and higher buy-back volume.
"We're always after good academic
texts," said Nancy Smith, who buys
much of the Smith Family inventory.
"And we buy more titles that a lot of
others stores don't."
With student purchases accounting
for about 30 percent of total sales for
the location, Smith said the book
store's best marketing tactic is word
of-mouth on campus.
"For the most part, we sell almost
all of our used textbooks," she said.
Some companies concentrate sole
ly on student consumers.
With a college-market focus that
dates back to the 1950s, STA Travel,
located at 877 1/2 E. 13th Ave,, prom
ises a 10 to 70 percent discount to stu
dents looking for winter break and
spring break deals, as well as for trips
abroad. Originally established in Aus
tralia shortly after World War II, the
self-proclaimed "student travel ex
pert" provides significant savings by
bridging the gap between college trav
elers and ticket counters.
"Airlines are not constructed to fit
student needs and we are," Branch
Manager Shari Chrissis said.
In the last few decades, STA Travel
has established a multi-level approach
to niche marketing. Besides continuous
sponsorship of campus oiganizations,
Chrissis said the company recently
landed a European travel campaign
with M'TVs The Real World to appeal to
the show's young adult audience
"We try to reach (students) in every
way we can," she said.
Contact the reporter
at caronalarab@dailyemerald.com.
016632
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