Guest Blog by Michelle Renninger, Bookstore Manager, The Exchange 1888 Apparel & Post at Tiffin University
When our leadership team made the decision to reclaim our campus store from a lease partner, it was a turning point driven by strategy, necessity, and the desire to better serve our students. Our CFO recognized that under a leased model, we weren't seeing the financial return or operational flexibility we needed. Bringing the store back in-house gave us more than control over inventory and sales, it gave us a renewed connection to our campus community.
Learning by Doing & The Power of Partnerships
I’ll be the first to admit, I didn’t come from a retail or higher education background. Taking over the store’s operations was a steep learning curve, and there were moments of uncertainty. If I could go back, I’d absolutely choose a different point-of-sale system—one that aligned more seamlessly with our day-to-day needs. But even with the bumps, the transition opened doors to learning, innovation, and a new sense of purpose.
We never walked this path alone and key allies made all the difference. Kellie Ranum at VitalSource, Kevin Leitner, and Kristi Runser were more than partners; they were mentors. Their guidance helped us make informed decisions and avoid common pitfalls. I also received unexpected support from bookstore directors across the country. Their outreach, encouragement, and shared experiences were a reminder that this industry is rooted in collaboration and care.
Building the Student-First Store We Envisioned
The resources we tapped into were critical. VitalSource helped us lay a strong foundation, and NACS provided valuable broader industry insight. On the merchandise side, partnerships with Alyssa McBride from CI Sport and Michelle Pfeiffer from Boxercraft played a key role in shaping our product line. We wanted more than shelves and SKU numbers; we wanted a store that reflected our campus spirit and values.
I’ve seen first-hand how this transition has significantly improved the student experience at Tiffin. We’re now faster, more responsive, and more personal in how we support both students and faculty. I often say we're the "heart of campus" and we work every day to embody that. From textbook questions to last-minute supply needs, our team steps up with a student-centered approach that didn’t always feel possible under the old model.
Operationally, we’ve grown more agile. We actively monitor student communications to ensure no one falls through the cracks. We provide affordable, high-quality materials, support faculty needs, and even pitch in with campus programs and events. One standout success has been the launch of our custom apparel line. It’s taken off in ways we couldn’t have predicted, and the excitement it brings to students and staff is incredibly rewarding.
Looking Ahead & Advice for Other Institutions
Our next goal is mobility. We strive to meet students where they are. That means showing up at athletic events, campus fairs, and student gatherings to deepen our presence. We’re not just a store, we’re part of the student experience, and we want to be visible in every corner of campus life.
To any school considering a similar shift: it’s absolutely worth it. Yes, it’s a lot of work, but the payoff, both in operational freedom and campus connection, is real. My biggest advice? Don’t do it alone. The bookstore community is full of experienced, supportive professionals who are more than willing to help. Lean into that network.
A Journey Worth Taking
Reflecting on this journey, I’m filled with pride and gratitude. The challenges have been real but so has the growth. We've built something meaningful from the ground up, with the help of an incredible support system. The transformation of our store has made a lasting difference, and I can’t wait to see where we go next.