Case Study: It's in the Bag
Jan 29, 2019
Non-Woven Shopper Tote Bag
What it was purchased for
A large Metropolitan Community College Bookstore wanted to feature a reusable shopping bag to the students who shopped at the bookstore. The goal was to try to get the students to purchase the bags and bring the reusable bags back to the bookstore to use for all their bookstore shopping. If the students would use these bags, then the bookstore would not have to use the plastic bags that they had been using. The price of the disposable plastic bags was continuing to go up and was becoming a larger expenditure for the bookstore.
How it was distributed
The buyer at the bookstore said if the students were going to buy and re-use one of these bags, the bag had to have graphics that would catch the eye. The buyer enlisted the aid of a couple of the school’s art students to develop a full-color graphic that could be used on the bag. This design needed to be unique and eye-catching. Further, the logo had to incorporate the school mascot, along with the bookstore, and the campus. The chosen full-color design was then printed on a non-woven Shopper Tote. Along with this bag, the bookstore would offer a 10% discount on any purchase if the bag was brought back to use. If the bag was over half full of multiple goods, a 15% discount was then offered.
Results or ROI
The results were tremendous! The bookstore went through 2,500 bags in the first three weeks. The students loved the bag with the unique school design and the fact that the bag represented a nice discount on any purchase. The bookstore manager has been getting volunteers and unsolicited submissions of new bag art for the next run. The buyer is planning on using this concept on backpacks, too. This item will offer basically the same capacity, same functionality. The bag has become a must-have item!