Photo: Meijer
Does your college freshman have Meijer mania?
Meijer knows something about college towns. It is based in Grand Rapids, MI, which has 15 colleges and universities in the area. Every fall, the big box retailer holds back-to-college events for around 40,000 freshmen from campuses in Indiana, Illinois, Kentucky, Ohio and Wisconsin in addition to its home state. It buses students from their campuses to local stores for late night events known as “Meijer Mania” where kids can get free samples, coupons, take part in interactive contests to win stuff for their dorms and school, listen to DJs and more.
Meijer has been spreading its mania around Midwestern college towns for 10 years. This year’s promotion will see the chain hosting 22 separate events at 20 colleges. Many of the kids may already be familiar with the chain if they grew up with it, but others coming to the region may be seeing Meijer for the very first time. Each event draws about 1,700 students.
“Our Meijer Mania events provide new students the opportunity to shop for their first living spaces away from home and share a fun-filled bonding experience with classmates,” said Cathy Cooper, senior director of promotions and sponsorships at Meijer, in a statement. “We are pleased to partner with so many colleges and universities to help ease the transition of moving into a new living environment for these students.”
Discussion Questions
DISCUSSION QUESTIONS: Do you see other retailers pursuing college students as aggressively as Meijer or is there something unique to its markets, operating model, etc. that enable it to do something that others can not? Do you think the college freshman participating in these events develop a long-term case of Meijer mania?
Poll
BrainTrust
Peter Charness
Retail Strategy - UST Global
Anne Howe
Principal, Anne Howe Associates
After being around Meijer for years the concept supported by Fred Jr. is solid as a rock. Other retailers are looking for ways to beat it but I am sure it confuses them. Confused about how Meijer gets so deep into the Millennials’ minds so that they participate each year. Meijer Mania is a good addiction for kids and families. It saves them all money while they have safe fun. So the parents are really behind it — call them co-marketers. That is the trick other retailers cannot come up with. These parents trust Meijer and depend on them for all kinds of items — from food to fishing gear.
They are a strong regional tradition and traditions in the Midwest — or Meijer country — are very hard to change.
Bed Bath & Beyond does a good job with a “college move-in collection” with their understated “shop in one city, pickup in your college town store.” I think Meijer stands a much better than average chance of keeping those students for life.
Meijer has done a great job “seeding” the brand in teens at a time when their emotions are running on full throttle. Their Midwestern values are in line with the college towns they service, and they are mindful of this as they expand.
While I shy away from “mania” to describe the event, making it fun is a must-do with the college crowd. Sometimes the conversion to regular shopping takes a while, but I know that these shoppers return, especially after they settle back in the Midwest and have families.
They are missing an opportunity to connect alumni to some fun in the stores. That could be done easily when focused on big game days and homecoming. RAH RAH! Adults like fun too!
The Container Store does a good job with their Elfa sale, plus it is becoming the place for parents and college students to go before returning to school for their dorm room needs. When you grow up in a household where certain stores are the ones frequented, those become the stores we frequent when we become the adults in the household.
I love this idea. I live in Boston, “College Country USA” where two-thirds of the population are students. I think retailers should take move-in week as an opportunity to strategically place pop-up stores, the likes of “by Reveal,” in communities near campuses. Completely digital, curated experiences where essentials are “bought” for same-day/next-day delivery. FYI, the “by Reveal” concept does something like $10,000 per square foot.
I went to college at the University of Wisconsin, Milwaukee. I only recently heard of Meijer’s college outreach. At the mention of innovative marketing, two other campus brands come to mind.
Redbull: Hires promotional models to drive around in a can-shaped car. They drive around campus and hand out free Redbull to the students they encounter. Beautiful, smiling promotional models create positive brand association and the temporary, mobile Redbull car creates brand excitement. Students clamored to catch the car!
Naked Juice: Their “Get Naked” campaign pitched a tent in the center of campus. They handed out juice-scented chapstick, creating a sensory recognition that kept them fresh on students’ minds. Impressively innovative.
Other retailers are definitely pursuing college students, but I don’t see any other brand achieving the same level of “mania” among college students as Meijer has attained. Meijer has a special bond with its customers that has truly created a strong base of brand enthusiasts. Their customers are fanatical and love the brand and the experience Meijer’s delivers.
Many customers, and especially young people, have grown to love the theater of shopping. This is why physical stores continue to garner more than 90% of total retail sales. “Meijer Mania” is the epitome of the theater of shopping and the customer experience reinforces their positive brand relationship and strengthens loyalty that enduring. Dance party in aisle 3, conga lines, rap music, a deejay, free transportation, photo booths, partnerships with the schools … they make shopping fun. Way to go Meijer!