As the back-to-school season hits its peak, retailers are in a fierce battle to capture a significant share of a multibillion-pound market.
According to Nikki Baird, VP of Strategy and Product at Aptos, “Retailers are in crunch time to secure back-to-school purchases, which has billions on the table up for grabs before the season is done.”
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With Gen Z alone expected to spend an astounding £4.3 billion on back-to-campus products, the stakes are incredibly high.
The back-to-school shopping season is not just another retail event; it is a crucial period that can significantly impact a retailer’s overall performance, including the pivotal festive shopping season.
As Baird points out, “The Gen Z customer returning to ‘uni’ is just one slice of the pie that makes up the school shopping season.” She emphasises the importance of recognising the unique role that this period plays in “nurturing consumer trust and delivering on store expectations.”
The emotional weight of back-to-school shopping
The back-to-school season is more than just a rush to purchase uniforms, stationery, and gadgets; it is a time of heightened emotions for both children and parents.
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By GlobalDataBaird notes that “Shopper emotions run high during the back-to-school season, driven by the nerves kids feel when entering a new school term and the stress parents feel over making that transition as smooth as possible.”
This emotional dynamic creates a unique opportunity for retailers to connect with their customers on a deeper level.
“There’s an unmatched opportunity for retailers to play a special role in elevating the sentimental moment that takes place between child and parent in preparation for school,” says Baird.
By delivering a positive and supportive shopping experience during this critical time, retailers can significantly bolster consumer trust and loyalty, which is essential as the industry heads into the all-important festive season.
“If retailers deliver a subpar experience during the back-to-school season, it will negatively impact their standing when consumers consider their Christmas shopping plans,” Baird warns.
Getting the back-to-school formula right
Baird outlines several strategies that retailers should adopt to capitalise on the back-to-school season. These strategies not only help in securing immediate sales but also set the stage for a successful festive season.
“Before consumers walk in the door,” Baird advises, “provide online resources that help families easily plan their visit.” This could include tools for creating shopping lists, guides on what is needed for different school levels, and details about in-store promotions.
Predictive planning is also key. Baird suggests that retailers should “focus on the right assortments, product displays, and staff coverage.” Understanding the needs of customers and ensuring that these needs are met in-store is crucial.
Moreover, retailers should “host season-friendly community activities and pop-up shops in family-frequented venues ranging from festivals to sporting events.” Such initiatives not only drive foot traffic but also build brand awareness and community engagement.
Enhancing the in-store experience
Once customers are in-store, it’s all about providing a seamless and personalised shopping experience.
Baird recommends that retailers “incentivise customers to exchange personal data for better shopper experiences with valuable offerings, such as mobile app guidance to locate store items or local school district shopping lists.”
By using customer data effectively, retailers can make tailored product suggestions that resonate with individual shoppers.
Moreover, Baird stresses the importance of making buying decisions easier: “Make buying decisions easier with relevant product suggestions in reference to customers’ buyer history and profiles – this can be especially helpful if you can identify the child’s grade level.”
This level of personalisation can enhance customer satisfaction and encourage repeat business.
Finally, the in-store experience should prioritise convenience. “Get customers in and out for easy browse, try, and buy experiences,” Baird says, recommending features like clear assortment options, mobile checkout through staff with tablets, and endless aisle capabilities, where customers can order out-of-stock items for home delivery.
These efforts can significantly enhance the shopping experience, making it more enjoyable and efficient for time-pressed parents.
Building trust for the festive season
The back-to-school period is a critical time for retailers to prove their worth to consumers. As Baird aptly summarises, “The festive period is always make-or-break for retail.”
By getting the back-to-school formula right, retailers can secure not just immediate sales but also long-term loyalty that will pay dividends during the festive season and beyond.
The strategies Baird outlines provide a clear roadmap for retailers to win over consumers’ hearts and wallets during this crucial shopping period.
