In an era where technology is reshaping every corner of our lives, even a simple snack run is getting upgrades. Imagine a store with no cashiers, no lines, and no waiting — just you, your snacks, and a quick tap of your Rebel Card.
That’s the vision behind the Rebel Express, an unattended retail space that’s brought a new shopping experience to 51ԹϺ’s Student Union.
Located next to Rebel Copy & Send on the first floor, the Rebel Express is a sleek, self-service space. It was developed as a collaboration between Student Affairs, which oversees campus dining, and Mars Wrigley, the makers of iconic treats like M&M’s, Snickers, and Skittles. With just a few taps, students can grab their favorite snacks and drinks, check themselves out, and be on their way in record time.
But, here’s the twist: When Rebel Express launched in October 2023, it didn’t exactly take off. Sales were sluggish despite the store's sleek design. The reason? Many students found the idea of a cashier-less store a bit daunting. How do you shop without a person to guide you through the process and accept your payment?
Recognizing the challenge, Mars Wrigley contacted Kim Nehls, then assistant dean at 51ԹϺ's Lee Business School. She made a connection to an ally: a marketing class taught at the business school. In spring 2024, student marketers in Brandie Feuer’s MKT 380 class got to work demystifying the Rebel Express and getting their fellow Rebels excited about this new way to shop.
“Mars reached out for help identifying marketing opportunities, especially how digital marketing could drive adoption of the store,” said Brandie Feuer, the instructor behind the MKT 380 class. “So, we took on the project with full force.”
The class dove in headfirst, starting with hands-on research. Students visited the store, interviewed their peers, and quickly developed a digital campaign to showcase the Rebel Express. In just a week, they created 60 pieces of content for TikTok to Instagram Reels, all designed to make self-checkout feel fun and effortless.
The videos featured real students navigating the store with ease, showcasing the perks of the Rebel Express — like its convenient location and extended hours, perfect for those late-night study snack attacks. The team brainstormed additional marketing ideas, including a dedicated Rebel Express webpage, a prominent banner in the Student Union, and handy business cards with step-by-step instructions.
Student Florian Vallecillo says, "This project was incredibly rewarding. Working with a real-world client like Mars Wrigley gave us invaluable practical experience in digital marketing and strategy."
Mars Wrigley partner, Mike Iarkowski, says the partnership helped gather concrete, site-specific marketing information. And the added bonus, he said, was “Creating an environment where the young professionals of tomorrow can flex their in-class learning muscles against real-world business challenges to broaden their experiences and push their learning agenda even further.”
Thanks to the students’ creative efforts, Mars Wrigley saw a noticeable spike in sales at the Rebel Express.
“It’s a powerful reminder that when technology meets student ingenuity, the results can be nothing short of revolutionary,” said Nehls, who is now senior advisor to 51ԹϺ President Keith E. Whitfield.
