Ask any hardcore music listener in 2006 and they’ll all
likely say the same thing: buying CDs is for suckers.
Yet that hasn’t stopped BookZone in Ackerman Union from
changing up its tried and true formula.
Despite the closing of numerous Westwood CD vendors over the
past four years, including Tower Records, Rhino Records and Penny
Lane, BookZone has begun selling audio CDs. The move is part of a
spate of changes including the sale of DVDs and literary action
figures.
Beginning this past August, shelves have been stocked with music
CDs and DVDs alongside more traditional fare such as school
supplies and literature. This offering of new merchandise is
purportedly a response to student interest.
“We are trying to respond to things we’ve heard from
students,” said George Rock, the floor manager of BookZone.
“Also, we are always looking for ways to expand and offer new
products.”
Viewing the closure of other CD outlets as a potential benefit
rather than a bad omen, Rock feels that the reduced competition and
the convenience of purchasing on campus, as opposed to trekking
down Westwood Boulevard and Le Conte Avenue to Best Buy, will lead
students to consider purchasing their music at BookZone.
“There aren’t many other places in Westwood to
purchase CDs,” Rock said. “Only Best Buy is
remaining.”
For some students, however, no degree of convenience or lack of
competition could make CDs a worthwhile purchase. Reasons as varied
as the individuals who supply them have forced or guided many away
from physical ownership of music.
Dawn Rago, a second-year graduate student, feels that the
simplicity and directness of purchasing music online has, for her,
ruled out the need for a trip to the music store.
“I wouldn’t say that I ever buy CDs anymore. Buying
my music online is just easier and faster,” she said.
Nicholas Drayton, a fourth-year political science student, also
feels that the product, however centrally located, does not fit his
lifestyle. Using Internet channels and friends, he seeks to avoid
the hassles inherent in owning and operating any sort of physical
product.
“I don’t buy CDs or DVDs frequently, and if I do, I
use the Internet. They’re only good for so long, and
it’s more convenient to move things directly onto my
computer,” Drayton said.
However, not all opinions regarding BookZone’s changes
were negative. For some, BookZone’s decision to sell CDs
actually makes their lives easier.
“I think this is something I would use because I
don’t have a car, so it’s way more convenient,”
said third-year history student Rachel Robles.
As BookZone will be selling these products in small volume, this
change is not a major shift in inventory for the store but more an
experiment into expansion of sales. Testing the waters in the music
market, Rock said, should be a relatively safe move.
“This isn’t our only bread and butter, so we feel
safe trying new things out,” he said.
Low prices may spur sales; however, as with computer merchandise
in Ackerman, Associated Students UCLA discounts will not apply.
“Items will be sold below the market price, but beyond
that, their worth is dictated to us by outside sources,” Rock
said.
Tiptoeing into the market with an initial volume of 1,500 items
including repeated titles, BookZone intends to leave itself room to
see if things catch on.
Aid in stocking the shelves was provided by Europea, a company
that specializes in studying the purchasing habits of college
students and military-base occupants. Examining computerized data
to determine which items sell and which don’t, Europea
recommends inventory intended to keep stores profitable and
customers satisfied.
“We worked with this group to understand what sort of
items would be popular to stock. As time goes by we can use the
information they give us to alter the selection based on what is
selling and what isn’t,” Rock said.