How to become the big (tech-enabled) retailer on campus

Retailers are making a splash on college campuses using cutting-edge technology.

An enduring archetype of collegiate life is the "Big Man on Campus" – the guy who goes to the coolest parties, dates the prettiest girls, always knows what to say and wear, and seems destined for a life of success despite being on academic probation due to his hyperactive social life.

It is questionable how much the Big Man on Campus is a real phenomenon and how much it is a plot device for classic college comedies like "Van Wilder," but what is beyond doubt is the intense competition among retailers to obtain campus cred.

This fall, in particular, numerous retailers seem to be focusing on becoming the "Big Retailer on Campus." Colleges offer large numbers of captive consumers in the highly desirable Gen Z demographic, with well-defined common interests such as dorm furnishings, takeout food, school-themed apparel and merchandise, and campus sporting events.

For any retailer seeking to make the grade with college students, here are three suggestions for using technology solutions to go from study hall zero to tailgate hero:

Mobile 

Gen Z college students are part of the "constantly connected" generation, and this generation is not using desktop or laptop as its primary digital connectivity platform. 

For today’s collegiate consumer, mobile devices serve as a constant supplemental interface with the “real world,” adding digital context, information and real-time links to friends and family to their physical environment, most commonly through apps.

It only makes sense that retailers trying to reach college students are targeting them with app-based deals, discounts, promotions and services. For example, perennial campus fave DoorDash offers DoorDash Streaks, a new limited-time in-app rewards program where users can rack up discounts just by ordering on Saturdays during college football season.

[READ MORE: DoorDash is gearing up for college football season — here's how]

Once DoorDash users opt-in to DoorDash Streaks, they can order on any Saturday between Aug. 23 and Nov. 15 (“Saturday Order”) to unlock savings. 

Technologies of convenience 

College kids are infamous for being a bit lazy, a tradition that predates the Digital Age and goes back to Ancient Greece when educational pioneer Socrates complained about the era’s youth loving “luxury and chatter” over hard work and respect for elders.

Many retailers are attempting to capitalize on this tendency with technology-based conveniences that bring the store to the student. PizzaForno, which operates 24/7 automated pizzerias that serve pizza in less than five minutes, is placing its pizza vending machines on several campuses in California.

And Pottery Barn Teen recently debuted Dorm Concierge, a complimentary, personalized service designed to assist customers shopping for dorm products to make purchases and then pick them up at a store location near their college campus.

Customers utilizing Dorm Concierge are assigned a dedicated customer service representative. Once they have checked out and selected the Pick Up Near Campus option, the Dorm Concierge representative will reach out via email to provide personalized updates, coordinate logistics, handle any last-minute adjustments to the order, and provide proactive support for replacements, backorders, refunds, and cancellations.

Social media

I have already touched upon college students’ fondness for apps. In many cases, those apps provide direct access to social media platforms. With a recent survey of U.S. and U.K. Gen Z consumers from identity verification technology provider SheerID showing 77% of respondents reported learning about a new brand through social platforms such as Instagram, Tiktok and Snapchat, clearly retailers interested in raising their college profile should look into social media promotions.

One example of this type of promotion is Urban Outfitters’ recent partnership with HGTV and Pinterest to host the Dream Dorm Makeover Contest. Students were invited to curate a Pinterest board that captured their vision for a dream dorm.

In addition, the DoorDash Dash Streaks promotion also includes joint student-athlete- and mascot-led social media campaigns, as well as on-campus activations.