What Marketers Should Know About Back-to-School Season

Culture Vulture - Mindshare InSites
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This week, on Mindshare’s Culture Vulture Live, Kristine Munsen discusses back-to-school season and omnichannel retail.


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’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 -- 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 phones

Another 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’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’re in-store. But if you hit someone with too many messages then they’ll tune you out. Find your brand’s sweet spot, where you’re giving people what they need, on an opt-in basis.

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