promotional strategies to win shoppers during the back-to-school retail season


The Back to School/Back to College Retail Landscape Purchase trends Behavioral influences

Strategies to capture BTS/BTC share of wallet Questions

A history of BTS/BTC spending

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 $-

$100

$200

$300

$400

$500

$600

$700

$800

$900

$1,000

Back to School and Back to College Average Spending by YearBack to School Back to College


Source: NRF 2013

-20%

-7%

Y/Y % Change

Source: NRF 2013

What’s at stake?


What are consumers buying this season?

$230.85 Clothing and accessories

36.4%

$114.39 Shoes18.0%

$90.49 School

supplies14.3%

$199.05 Computers, cellphones,

tablets, etc…31.4%

Families with School-Age ChildrenTotal Spending: $634.78

$122.70 Clothing &

accessories0.147

$65.60 Shoes0.078

$62.92 School

supplies7.5%

$203.28 Computers, cellphones,

tablets, etc…0.243

$274.28 Dorm Furnish-ings, food, & personal care

0.328

$108.06 Other0.129

College Students and Their FamiliesTotal Spending: $836.84


Source: NRF 2013

Where are consumers shopping?

Discou

nt/va

lue

depa

rtmen

t sto

res

Office

supp

ly/te

chno

logy

stor

es

Onlin

e sit

es

Specia

lty cl

othi

ng st

ores

Dolla

r sto

res

Tradi

tiona

l dep

artm

ent s

tore

s

Off-pr

ice st

ores

Drug

store

s0%

20%

40%

60%

80%

100%

2009 2010 2011 2012 2013


Source: Deloitte 2013

+19 pp since 2009

Shoppers start consuming BTS/BTC content as early as June

Are you ready?


Source: Outbrain 2013, NRF 2013

What influences consumers to purchase?


Economy


Source: NRF 2013

Promotions and Discounts


Source: NRF 2013

Mobile


Source: Deloitte Digital 2014

Social Media

To find out about promotions

To read reviews and recommendations

To browse products To visit retailers' pages on social networking sites

To post comments, reviews, or feedback to retailers or other

consumers

To post to or view virtual image boards

To watch a retail/product

video

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

21% of consumers use social media for Back to School shopping. Among those surveyed by Deloitte in 2013, they use social media to…

2010 2011 2012 2013


Source: Deloitte 2013

+28 pp since 2010


Source: BzzAgent 2012

Social Media

Strategies to optimize your BTS campaigns


Make it mobile


Source: eMarketer 2013, Deloitte 2013

Make it mobile


Create a mobile experience for all offers and promotions, even if mobile redemption is not available

Promotions with mobile landing pages see, on average, a 56% increase in offer engagement

Incorporate save for later features into mobile landing pages for on-the-go parents

Make it mobile


Source: MMA 2013

70% of all mobile searches result in an action with an hour v.

30% of desktop searches

Make it smart


Create unique experiences for both BTS and BTC shoppers

Back to School Targeted OffersBack to College Targeted Offers

Make it socialMake it socialEncourage your brand advocates to share offers and deals with friends and family


Make it engaging


Source: Forrester 2014

Interact with consumers throughout the duration of their path to purchase

While in store picking up their items, 37% of consumers usually purchase other

products as well.

Make it timely


While consumers will start early, it is never to late to adjust strategies!

Thank Youwww.RevTrax.com | [email protected]


promotional strategies to win shoppers during the back-to-school retail season

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