promotional strategies to win shoppers during the back-to-school retail season
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© RevTrax 2014. Confidential and proprietary property of RevTrax. All rights reserved.
© RevTrax 2014. Confidential and proprietary property of RevTrax. All rights reserved.
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
© RevTrax 2014. Confidential and proprietary property of RevTrax. All rights reserved.
Source: NRF 2013
-20%
-7%
Y/Y % Change
Source: NRF 2013
What’s at stake?
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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
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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
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Source: Deloitte 2013
+19 pp since 2009
Shoppers start consuming BTS/BTC content as early as June
Are you ready?
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Source: Outbrain 2013, NRF 2013
The Back to School/Back to College Retail Landscape Purchase trends Behavioral influences
Strategies to capture BTS/BTC share of wallet Questions
© RevTrax 2014. Confidential and proprietary property of RevTrax. All rights reserved.
What influences consumers to purchase?
© RevTrax 2014. Confidential and proprietary property of RevTrax. All rights reserved.
Economy
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Source: NRF 2013
Promotions and Discounts
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Source: NRF 2013
Mobile
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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
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Source: Deloitte 2013
+28 pp since 2010
© RevTrax 2014. Confidential and proprietary property of RevTrax. All rights reserved.
Source: BzzAgent 2012
Social Media
The Back to School/Back to College Retail Landscape Purchase trends Behavioral influences
Strategies to capture BTS/BTC share of wallet Questions
© RevTrax 2014. Confidential and proprietary property of RevTrax. All rights reserved.
Strategies to optimize your BTS campaigns
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Make it mobile
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Source: eMarketer 2013, Deloitte 2013
Make it mobile
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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
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Source: MMA 2013
70% of all mobile searches result in an action with an hour v.
30% of desktop searches
Make it smart
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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
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Make it engaging
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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
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While consumers will start early, it is never to late to adjust strategies!
The Back to School/Back to College Retail Landscape Purchase trends Behavioral influences
Strategies to capture BTS/BTC share of wallet Questions
© RevTrax 2014. Confidential and proprietary property of RevTrax. All rights reserved.
Thank Youwww.RevTrax.com | contact@RevTrax.com
© RevTrax 2014. Confidential and proprietary property of RevTrax. All rights reserved.
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