This year, spending on Back-to-School shopping is expected to reach $74.9 billion. The shoppers include multiple decision-makers: parents, students, teachers and peers. Price is important for all audiences, but parents focus more on practicality, while students center on style. Retailers therefore need to segment their messaging strategy accordingly to garner maximum results.
Understanding These Audience Segments
Understanding these audiences not just in terms of demographics, but what resonates with them, why and when — will greatly increase retail marketers’ chances of capturing sales. These audiences vary in age, interests, reasons for going to school and rationale for buying. It’s important that retail marketers serve many of these audiences’ needs at different times as it relates to school shopping.
Marketers would be careless to not take advantage of the wealth of data and tools available to them to better appeal to potential consumers. Data that goes beyond demographics is critical. Understanding the nuances of each consumer and their purchasing intentions helps drive sales. Technology platforms that leverage that data to help retailers market to those consumers in the right way and at the right time can be a great advantage for brands.
Key Audience Details And Solutions
1. Michigan.com has an audience of over 8M monthly visitors, with 55% having children in the home and 68% accessing our content via mobile.*
*Nearly 1/3 of US parents make a back-to-school purchase via a smartphone, and 1/4 use their phones to research or compare prices of such purchases.
2. Proposed Top 5 Predicted Back-to-School shopping days for 2017:
By leveraging Michigan.com research data and tools, retailers and marketers can choose among our recommended solutions to target and convert consumers. The result? Produce profitable results! To take advantage of our industry leading integrated platform of solutions that cover all your marketing needs please contact us at Michigan.comor call 313.222.2775. Submitted by Ingrid Swan, Michigan.com Client Strategy Manager.