What Marketers Should Know About Back-to-School Season

&#160;In the midst of back-to-school season, there have been countless studies published about how, when and why people are doing their school shopping. But one trend we&#8217;re seeing across the board is a deeper convergence of online and offline commerce.For example, new research from Retale.com shows that 78% of parents will use a smartphone to help guide their purchases --&#160;a 7% increase from last year.Among that group:-- 63% will use their phones to compare prices-- 46% will use their devices to find nearby store locations-- 37% will buy directly off of their phonesAnother study from the International Council of Shopping Centers shows that while the majority of consumers plan to shop in-store, 79% will use a mobile device while they&#8217;re in there.So as brands and marketers ramp up their omnichannel strategy, here are a couple things to keep in mind:One: Tailor your messaging. Back-to-school shopping attracts a wide range of parents and students. But mobile is a personal device and everyone uses it differently.Two: Avoid notification numbness. You can use location targeting to reach consumers when they&#8217;re in-store. But if you hit someone with too many messages then they&#8217;ll tune you out. Find your brand&#8217;s sweet spot, where you&#8217;re giving people what they need, on an opt-in basis.The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillage/MyersBizNet management or associated bloggers.&#160;

What Marketers Should Know About Back-to-School Season

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