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REATIL STRATEGY · 2026
Roles: Retail Strategy, Consumer Research,
Consumer research and retail strategy developed for Bloomington-based Morgenstern Books, focused on strengthening awareness, engagement, and conversion among Indiana University (IU) students.
CHALLENGE
How can independent bookstore Morgenstern Books bridge the gap between campus life and retail conversion to drive awareness among Indiana University (IU) students?
AUDIENCE
"The Studious Browsers" — IU students seeking comfortable, alternative community spaces to study, escape campus, and connect.
70–80%
Had never heard of Morgenstern
~60%
Didn't consistently make purchases
~70%
Used the space to study, hang out or browse
DATA AT A GLANCE
Survey research with IU students revealed a gap between engagement, awareness, and purchase behavior.
Research Methods: Student Survey · Customer Journey Audit · In-Store Observation
INSIGHT
Students actively crave comfortable spaces to study and gather, but they treat local retail spaces like public libraries rather than shopping destinations because campus transactional systems (like CrimsonCard) aren't integrated.
STRATEGY
Make Morgenstern a visible, seamless extension of student life by embedding the brand directly into campus philanthropy, university transactional tech, and intuitive in-store discovery.
RECOMMENDATIONS
Riley Reads
Placement: On-Campus Philanthropic Partnership (Indiana University Dance Marathon)
Strategic Rationale: Capitalizes on the high student engagement of IUDM to root Morgenstern in the local campus culture. By launching "Riley Reads," the bookstore drives brand affinity and foot traffic via charity-aligned events that matter to the student body.
CrimsonCard Integration & Student Perks
Placement: Campus Transaction Integration & Targeted POS Discounts
Strategic Rationale: Removes physical purchasing friction by accepting the official university student currency (CrimsonCard). Pairing this backend integration with a clear 10% student discount directly addresses the ~60% of students who browse but don't buy, turning passive studiers into active spenders.
Digital In-Store Navigation
Placement: In-Store QR-Based Interactive Wayfinding
Strategic Rationale: Optimizes the physical layout for a generation accustomed to seamless digital retail. By introducing scannable interactive store maps and staff picks, it encourages independent discovery and conversion without sacrificing the cozy charm of an independent bookstore.