By Allan Haims, CEO of StepsAway
As the back-to-school season is in full swing, brick-and-mortar retailers have a unique opportunity to use this year’s short and staggered shopping season to launch holiday shopping initiatives and long-term customer momentum. According to the National Retail Federation, back-to-school spending will reach $75.8 billion this year. Mobile retail technologies are playing an even more critical role this year in capturing back-to-school engagement, wallet share and most importantly long-term engagement.
The back-to-school shopping period offers hidden value beyond immediate purchases as parents are also pre-shopping for the upcoming holiday season based on already-established budgets. This opportunity, combined with ever-increasing smartphone reliance throughout the consumer purchase cycle, means that brick-and-mortar retailers must digitally engage shoppers now with relevant offers to remain competitive.
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Brands that invest in technologies to support their shopper’s priorities, such as convenience, price comparisons, Wi-Fi availability, real-time inventory awareness, offers personalization and payment options, are better positioned for long term success. Let’s take a closer look at some of the mobile strategies to increase shopper engagement for seasonal opportunities:
Offer Real-Time, Personalized Promotions
Back-to-school shoppers are highly price sensitive, expecting competitive deals on items including school supplies, denim, fall apparel and shoes. Brands should create mobile-driven, dynamic promotions based on real-time shopping patterns, inventory fluctuations, competitor sales, etc. They can also tap into loyalty program data to tailor promotions based on customer demographics and prior purchase history.
Align with Local School Start Dates
School calendars are staggered with some starting at the beginning of August and others holding off until after Labor Day. Brick-and-mortar retailers should create localized messaging for mobile promotions based on school area start dates, as well as target promotions based on K-12 and collegiate level audiences.
Don’t Underestimate ‘Buy Online, Pickup In Store’
Many consumers prefer the convenience of buying online but don’t want to wait for items to arrive. Retailers offering online and/or mobile ordering with in-store pick-up options deliver the best of both worlds and are more likely to generate follow-on purchases when shoppers arrive at the store.
Make It As Easy As Possible
While mobile purchasing is on the rise, most consumers today still utilize their mobile device to plan for an in-store trip and use it to make their shopping trip as convenient and efficient as possible. Mobile apps should be designed to answer consumer’s critical needs including where to find it, if it’s in stock and if it’s on sale.
Ultimately, fulfilling the consumer’s need and creating a positive consumer experience is the key to any successful, long-term mobile retail strategy that goes beyond just a season.
