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35 Devolution of the campus computer store: Birth of the "virtual store"
Lynne
Jeffers, Northwestern University
Northwestern University spent years trying to figure
out how to manage an on-campus computer store. Our "Microcomputer Product
Center"(MPC) was initially established and run by a small department that
reported to the vice president for information technology.
In its evolution, the MPC moved from being an
operation run by information technology to one run by University Services, the
department that successfully runs other operations such as the campus copy
centers.
Over time it had become clear that computer use was no
longer a niche market, and the computer store had to function more like a
retail business in order to compete with outside vendors for customers. The MPC
struggled to stay in business, waffling between selling merchandise that
customers wanted and trying to sell hardware and software that met University
standards.
Eventually University administration came to realize
that it was not necessarily in the institution’s best interest to run a
computer store. Northwestern closed its computer store and contracted with a
large national computer retailer to open a satellite store on campus.
That venture lasted one year.
Two years ago Northwestern developed a "virtual
store." Our campus bookstore sells miscellaneous computer software and
equipment such as Ethernet cards, but there is no longer a physical location on
campus where individuals can view, touch, and test-drive computer hardware.
Instead we created a comprehensive web site (at
<http://www.virtualstore.northwestern.edu/>) that links to a variety of
service providers, hardware and software vendors, and other relevant online
resources.
Our approach to addressing on-campus computer store
issues has worked well for us. We anticipated complaints from the University
community about the lack of a physical store, but received far fewer than
expected. Two years into the virtual store, we consider this to be a resounding
success.
This presentation will discuss how Northwestern
created the virtual store, the impact it has had on the University community,
how we determine the criteria for inclusion, how we keep the information
current.
The intended audience is varied: individuals who are themselves involved in their computer stores, tech support staff, anyone who has purchased computer hardware or software.