New University Retail Store Gives Suppliers Direct Feedback

The card-and-questionnaire approach will provide information from customers directly to the manufacturers.

May 31, 2013

HOUSTON – Consumer preferences are paramount for suppliers when it comes to maximizing sales and tailoring marketing campaigns for various audiences. A new retail store in the College of Business at the University of Houston-Downtown (UHD) promises detailed feedback and culturally driven opinions for manufacturers – straight from consumers’ mouths.

In one of the first retail operations of its kind on a college campus, UHD recently opened its “Check It Out” store on a main thoroughfare within the College of Business. All UHD students, faculty and staff are eligible for a free account loaded with 1,000 cyber-points (equaling 1,000 pennies), which serve as currency in the store. Cardholders can apply their points toward the purchase of items including food, cleaning supplies, toiletries, energy drinks and other products. 


In exchange for a product, participants must complete a brief online questionnaire about the item, its price point and other consumer preferences. Once the cardholder completes the online assessment, the “cost” of the product — or its corresponding point value – is automatically credited to the card so that students can purchase additional products.

“UHD’s Check It Out store is a premier platform for suppliers to get their products directly into the hands of consumers,” said Tracy Davis, director of the Center for Retail Management at UHD, in a press release. “Because UHD’s student body is one of the most diverse in the nation, suppliers can gather key feedback and tailor their products and marketing campaigns based on consumers’ cultural preferences.”

The store, essentially a retail and marketing lab, is run entirely by students. Supply chain management majors receive donated products in the University’s simulated warehouse lab, slot items, fill orders and deliver the products to the store. Retail management students, who manage the day-to-day operations of the store, stock and price the merchandise before placing it on display shelves. Once cardholders “purchase” the product and complete the online questionnaire, marketing majors gather data from these student surveys, conduct additional research on the products and produce detailed reports to submit to participating suppliers.

In addition to conducting the real-world operations of the enterprise, students benefit from the latest, high-tech software and equipment currently used by leading retailers. Cash Register Services recently donated $40,000 worth of checkout equipment, Loyalty Lane provided a customer loyalty program, Total Printing Solutions designed and printed signage and graphics, Grocers’ Supply provided product and equipment and Wal-Mart provided funding and products to the University store.

“UHD’s Check It Out store is an excellent teaching tool and a clear win-win for both students and participating suppliers,” said Davis. “As the store will officially open in August at the beginning of the 2013-2014 academic year, we are actively seeking manufacturing partners to participate in our store. This is an excellent opportunity for major manufacturers to provide their products to college students, with a guaranteed, detailed report of these consumers’ preferences.”

Advertisement
Advertisement
Advertisement