February 2015

Online vs in-store: How today’s students shop

Students aren’t typically known for being big spenders. Often living on a tight budget of student loans, plus an average of £114.10 a week from parents, many are encouraged to think wisely about their purchases. That being said, Marketing Magazine’s 2013 Fresher’s Marketing Report, found that students aged 18-24 contribute around £20 billion to the UK economy, suggesting the student market is not one to be ignored. For those hoping to market their business to these young, price-conscious and tech-savvy consumers, it’s important to understand how they shop and why.

As a generation that is undoubtedly more in tune with technology, it’s not surprising that many 18-24 year olds find indulging in online shopping on their laptops, mobiles and tablets an easier alternative than heading to the high street. According to Voxburner, around 28% of young people (aged 16-24) buy the majority of their clothes online and via apps, naming ASOS, boohoo.com and New Look as some of their favourites. Charlotte Beasley, first-year medical student at the University of Bristol, finds online shopping much more convenient: “I definitely prefer doing my shopping online, especially since the shops are really far away from my accommodation. It’s much easier having purchases come to my door instead.”

However, despite the growing popularity of online shopping, it seems that the majority of students still take the traditional approach. In fact a recent UCAS Media survey found that from a poll of more than 18,000 students, 70% still choose the high street. Sarah Blake, who studies modern languages at University College London, thinks being able to try on clothes in particular is a big factor: “Whenever I order stuff online, it doesn’t seem to fit or look as nice as it did on the website.” Living in Central London also means that, unlike Charlotte, “it isn’t too much effort getting [to the shops] and back”. University of Cardiff student James Gilbert also prefers shopping in-store to see the items, admitting, “The only time I resort to online shopping is if it’s something I can’t get in store”.

That being said, with more brands offering student discounts through apps such as UNiDAYs which boasts more than 4.3 million users, as well as faster and cheaper delivery options, it’s safe to say that online shopping could become more and more tempting to students over the years. Earlier this year, Amazon introduced Amazon Student Prime, which offers free one-day delivery for all students for a 6-month trial period, meaning students can now get their textbooks cheaper and quicker. Similarly, ASOS, whose 10% student discount and regular sales help make it particularly popular, also offers free returns with most purchases, so customers can easily try things on and return them if they’re not quite right. “If ever I do shop online, it tends to be from ASOS because of their free returns policy,” says Sarah. What’s more, with it being much easier to compare prices and find cheaper alternatives online, 43% of 15-21s with smartphones admit to ‘show-rooming’, i.e. browsing items in-store only to buy them cheaper elsewhere online, according to the 2014 Youth Odyssey Report.

Still, it seems that along with price, convenience is also an important factor for today’s students, which both online and in-store shopping can offer, depending on the circumstances. London School of Economics student Louis Sangan, whose last big purchase of a pair of Bose headphones was from Amazon, sums it up nicely: “Online is less hassle and a lot better for price comparison; shops are good for getting things I need quickly. I tend to go 50/50.”

Even for a generation glued to their smartphones, the high street isn’t quite dead.

Author – Fedora Abu (UCL Student)

BAM are finalists in the CIM Awards

BAM are proud to announce that we have been shortlisted by the Chartered Institute of Marketing in its annual Excellence Awards.

Selected as a finalist among eight other SMEs in the ‘Integrated Marketing Communications’ category, BAM’s work with Hostelworld, the world’s number one hostel booking website, supported the UK part of its global ‘Escape to the World’ campaign.

Including the launch of a fantastic competition to win three all-expenses-paid trips of a lifetime, BAM’s objectives were clear; to drive entries, collecting a minimum of 50,000 student email addresses, while increasing brand awareness and engagement among the student market. This was achieved through delivering a creative and strategic multi-channel approach.

Tim Bodenham, Managing Director at BAM, said: “We’re very proud to be a finalist for our work with Hostelworld. Competition is even fiercer this year, with some really creative businesses making the shortlist, so it’s great to see the team recognised for all the hard work they put into the campaign.

Regional Marketing Manager at Hostelworld, Dan Zbijowski, said: ‘It was clear from our first meeting that BAM were really in tune with the student marketplace. The team listened to what we needed and came up with the competition for Students’ Unions as a means to generate buzz and leads, and that worked well. BAM made us feel important as a client and were creative, responsive and engaged.’

The campaign was also selected as a finalist in the British Youth Travel Awards in December 2014. BAM’s work with Hostelworld and StudentUniverse was recognised among a record number of entries and extremely high standards, with the team taking home silver and bronze.

Give us a call on 0845 1300 667 or drop us a line to see how we can put you in touch with an audience whose estimated annual spending power is more than £19.7 billion.

BAM and Shell Ideas360

Team BAM have worked with some of the UK’s biggest brands, helping them connect with students, build relationships and, ultimately, drive sales.

By working in close partnership with universities, student unions and our BAM-bassadors, the team has delivered exceptional campaigns, ranging from experiential on-campus activity and face-to-face research, through to virtual “gaming” experiences and student manpower. But it hasn’t all been sunshine and rainbows; it’s BAM’s expertise and vast knowledge of the student market and its needs that has helped to deliver award-winning campaigns and some serious results.

Over the past six months, BAM has noticed a significant increase in the demand from clients looking for flexible student staff to help them promote their brand to other students. To answer this demand, BAM has set up a working partnership with the Students’ Union at the University of Gloucestershire. The initiative is two-fold; it supports brands to better engage with students providing up-to-the-minute insight, while providing students with valuable experience before they hit the big, wide world of work.

“We are really looking forward to working in partnership with the BAM Agency to deliver a programme that will provide our students with not only the opportunity to gain paid part time work but also develop skills that will assist them at University and beyond. I am sure that this initiative will have a positive impact on the overall experience that the Students’ Union at the University of Gloucestershire offers to our students. We are passionate about providing them with all of the tools they need to be successful, both as part of the University community and in the years after graduation, wherever that may take them.”

Laura Ballard, Opportunities Manager
Students’ Union at the University of Gloucestershire

Jointly, BAM and the Students’ Union at the University of Gloucestershire will put in place a number of projects which will see engaged students gaining support and training in areas such as leadership, communications, sales and practical working.

Give us a call on 0845 1300 667 or drop us a line to see how we can put you in touch with an audience whose estimated annual spending power is more than £19.7 billion.