Student-led mobile merch units boost learning, spirit and visibility at AU

In August of 2024, the James M. Hull College of Business received its first mobile merchandise unit. In receiving that unit, it gave the Roar Store and Hull College an opportunity to partner and be strategically placed across campus and at major university events – creating an environment for students to learn, boost school spirit with branded merchandise and increase institutional visibility.

The merchandise unit operates as a mobile retail store giving student interns a chance to gain experience in the process for mobilizing units across campus and working in retail and professional sales. This initiative has shown how innovation, entrepreneurship and student leadership can create a real-world impact.

“By turning a retail concept into a learning laboratory, our students are gaining the kind of hands-on business experience that textbooks alone can’t provide,” said Peter Basciano, PhD, interim dean of Hull College. “This is the kind of entrepreneurial thinking and applied learning that defines the Hull College of Business.”

Rather than limiting merchandise sales to the brick-and-mortar Roar Store located in Washington Hall, the mobile unit has introduced flexibility and mobility, bringing merchandise directly to students, alumni and community members from athletic events to campus celebrations, enhancing the overall experience of games and events with branded Augusta University merchandise.

In August of last year, four additional units were introduced and placed across campus, each outfitted with check-out counters and stand-alone shelving to function as fully built-out mobile stores. This enhancement has allowed the program to scale its presence at campus events and activities, transforming pop-ups into immersive retail experiences.

“The mobile merchandise unit is student managed and operated, providing students the unique opportunity to be part of a start-up environment within the safety of Augusta University. For the students, by the students,” said Mike McAlister, a second-year AU student and Jags On-Campus intern.

Since the launch of the first merchandise unit, the Hull College of Business has played a significant role in unit staffing and support. To date, four interns have successfully completed the merchandise module internship for course credit, giving them hands-on experience in operations, logistics and marketing. These skills translate directly into career readiness and serve as something students can add to their resumes during their post-graduate job search.

This semester, six interns are participating in the merchandise unit internship for course credit, including one Jags On-Campus intern, a new career service initiative aimed at connecting students with meaningful, on-campus professional experiences. In total, nine students are participating with three choosing to be involved purely for the experience and joy of being part of the program.

Interns take on retail and sales responsibilities, including inventory management, sales, event setup, customer engagement and promotional efforts. Students are immersed in live retail environments where they experience immediate outcomes of the events they attend.

“The mobile merchandising units provide a great learning experience for our students. This past semester, we had student interns learn about the operations and logistics of a mobile retail shop, and also how to market the unit for special AU events,” said Mark Thompson, PhD, professor in the Hull College of Business and internship course instructor.

Since they were first introduced, the merchandise units have made appearances at many different university and community events, including Brew-N-Que, Alumni Weekend President’s Brunch, Augusta University Tree Lighting, basketball games, the Christenberry Fieldhouse ribbon cutting ceremony, See Augusta, the Roar Store Rager and the Hull College of Business Semester Celebration.

Each event that the merchandise unit has attended has provided a unique audience and operational challenge which allows students to adapt and become versatile in the event atmosphere.

The merchandise units’ use is expanding across campus and beginning Jan. 20, the merchandise unit that is located in the Robert B. Greenblatt, M.D. Library will open for recurring pop-ups every other Tuesday from noon to 4 p.m., bringing direct access to Augusta University merchandise on the Health Sciences Campus.

Beyond student development, Taylor Lamb, director of Marketing and Creative Services, says the merchandise unit has helped contribute to 29% growth in royalties over the previous year, highlighting the effectiveness of the mobile retail strategies and student-led operations. By embedding merchandise into campuses and major events, the unit has helped transform university apparel from simply being a product to an experience.

As the merchandise units’ presence it expanded, so is experiential learning and the innovative thinking of AU students. The initiative has allowed for them to have real responsibility backed by faculty, staff and units across campus.

“The mobile merchandising units provide a great example where collaboration across the college, Roar Store and the Department of Communications and Marketing has led to an enhanced student learning experience,” Thompson said.

With increased student participation and integration into campus life and events, the merchandise units have established a foundation for student engagement and entrepreneurship within Hull College and Augusta University as a whole. They serve as mobile classrooms for students to develop real-world skills.