In the episode In The Club powered by Club Colors, we are in the second part of the interview with Celeste Risimini-Johnson, Chief Merchandise and Operations Officer at Barnes & Noble College. Celeste shares her experiences and reflections on the evolving role of campus stores, moving beyond traditional bookstores to becoming integral parts of the campus community. She highlights the importance of mentorship, customer-focused decision-making, and strategic store layout. Celeste also discusses the balance between innovation and tradition in merchandising, as well as the importance of staying relevant through continuous market research and adapting to new trends. She emphasizes the significance of creating emotional connections with customers and the excitement of participating in events like March Madness. Throughout, she underscores the mission of driving student success, connecting with consumers, and fostering innovation.

KEY TAKEAWAYS

• Mentorship and Growth: Valuable lessons from mentors can shape leadership and decision-making, focusing on long-term customer relationships over immediate sales.
• Customer-Centric Decisions: Emphasizing decisions that benefit customers fosters loyalty and repeat business.
• Balancing Tradition and Innovation: Maintaining a core of traditional products while introducing innovative items ensures relevance and excitement.
• The Science of Retail Layouts: Strategic product placement and store design significantly impact customer engagement and sales.
• Community Integration: Campus stores serve as vital community hubs, connecting with students, faculty, and local residents.
• Event-Driven Retail: Aligning merchandise and marketing with campus events like sports championships and graduations drives significant engagement and sales.
• Adapting to Trends: Staying ahead of fashion and product trends requires a proactive approach, including testing in select stores before broader rollouts.

QUOTES

• "It's not just about the dollars and cents; it's about creating a lifetime relationship with our customers."
• "Mentors who touch you the most leave an emotional impact, teaching you how to lead with genuine care and investment in your team."
• "Innovation is the cream on top, but the core foundation of products must always remain strong."
• "The visual connection in store design, aligning with the brand's DNA, is crucial for engaging customers."
• "Driving consumer experience is about mission, connection, and innovation – getting these right means we've done our job."
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  Connect and learn more about Celeste Risimini-Johnson.
  https://www.linkedin.com/in/celeste-risimini-johnson-7a47773/

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