National corporation to overhaul Co-op

JULIA TIERNAN/YH STOCKING UP: The Yale Co-op plans to increase its shelf space and return as a contender for the Yale textbook market.

The Yale Co-op has big plans to overhaul its image, and Yalies just might notice this time around.

The struggling Co-op's plans for next year include an in-store café, online ordering, and a "Spirit Shop" with an expanded selection of collegiate apparel. In addition, the Co-op hopes to increase the space it allocates for textbooks.

Under the direction of a nationwide managing company called Wallace's College Bookstore Corporation, which owns 85 college bookstores, the Co-op will stage its physical overhaul, trying out a new design concept called FlexSmart Fundamental. "The design concept is the ability to expand or contract a given space according to demand," Wallace Director of Corporate Communications Doug Alexander explained. "For example, we can effectively add 30 percent more retail space for textbooks during rush times. The new store will have movable fixtures and a flexible layout so that we can make the book-buying area more convenient."

But the new Co-op will have to work to change students' perceptions. "Second semester, the Co-op stocked almost no course books," Alex Michas, DC '01, remembered. Indeed, a book shortage was one of the Co-op's biggest problems this year. "We need to get more textbooks. Not having titles was a problem for us," Alexander admitted.

Under Wallace's, the new Co-op will strive to pay attention to the needs of students. According to Bill March, Chairman of the Yale Co-op Board of Directors, this quality was an important feature that drew the Co-op to the Corporation. "Experience and an appreciation of the unique features of the college market were the primary factors we considered in selecting a management partner," March said. "Wallace's was the only company that seemed to be making a determined effort to design and manage a store that reflects both the educational mission and spirit of the campus marketplace. We think Wallace's is doing something special with FlexSmart."

Wallace's has even hired a design consultant to give the Co-op a new look. "Jon Greenberg and Associates Design Consultants are working with us to redesign the store," Alexander said. "They have completed a number of big projects, including the Rainforest Café and the Warner Brothers Store. They understand the unique atmosphere of a college bookstore."

Meanwhile, the Barnes and Noble-owned Yale Bookstore plans to continue refining its slick, blue-and-gold look, according to General Manager Gary Spearow. "Our first year was pretty utilitarian," he said. "This is the year to execute events." The Bookstore has set its sights on a year of expansion, beginning its outreach campaign by hosting a calendar of events this year for students, children, and adults of the community.

The national chain is and will remain stiff competition for the Co-op, and many Yalies doubt the smaller operation can really play David to the Bookstore's Goliath. "Why doesn't the Co-op just give up?" Jennifer Anderson, JE '01, asked. "It's obviously failing, so why invest more money in the store?"

Anderson contended that the Co-op will have to add the right useful features to draw students to the store. "Yalies are not going to walk all the way down to the Co-op even if it has a rainforest," she said. "Yalies will go there if the store has something unique and different to offer that I can't get at the Bookstore when I'm on my way to eat or to go to the gym." Also, the Co-op's planned features--a café and expanded clothing and textbook areas--are already available at the Bookstore.

"We hope to fill a new niche," Spearow insisted. "We hope to plan entertainment events for students. For example, we are going to have happy hours in our café. Thurs., Apr. 29 will be the first of our non-alcoholic `Call Your Own Shots' Nights, which will offer students finger foods and their choice of coffee flavors. We will have a live band."

But whether or not the Co-op's overhaul can make these community members actually shop there remains to be seen.

Back to News...