Although it seems most Americans have just completed the school year, retailers are already planning their back-to-school initiatives. As they start planning their marketing campaigns and sales, retailers should keep personalization and localization top-of-mind.
After all, two thirds of students and 74% of parents say ads promoting nearby stores are the most likely to drive back-to-school purchases, according to a survey from Eyeview. This tactic, also known as localization, is more impactful than retargeting campaigns, which were spotlighted by only 34% of students and 26% of parents.
To conduct the Back-To-School Survey, Eyeview collected responses from 500 U.S. consumers (250 students and 250 parents) via Google Consumer Surveys. Responses were collected between May and May 20.
Like localization, personalization resonates with consumers, with 40% of students and 45% of parents indicating that ads relevant to their personal wants, needs and preferences capture their attention. Retailers can capture attention and dollars by implementing these marketing best practices, especially as more consumers research potential purchases online.
Although 49% of students and 82% of parents said they make at least half of their back-to-school purchases in-store, 40% of students and 66% of parents said they browse online first. Despite the rise of online researching, only 19.6% of students and 17.7% of parents make at least half of their purchases online.
As retailers plan and execute their campaigns, they must remember that they need to speak to two audiences: Students and parents. After all, 48% of parents said their children make or influence final back-to-school purchase decisions. Only 7% of students noted that their parents bought back-to-school items without their input.