While the world is opening back up gradually after a global pandemic, retailers and brands expect to get back to normalcy. The back-to-school season will likely be one of the first tests for stores, highlighting the September shopping period. Though some behaviors, that came up during the lockdown are here to stay. Since every daily activity was taking place in-house, the tech integration into our routine is a fact, introducing a new purchasing normality.
What does that mean for BTS season? According to a Deloitte’s survey, shoppers concern about stockouts and plan to shop earlier. Especially, parents are being prepared for the schooling period earlier than they used to. With the calendar turned to August, families focus more and more on schooling material and clothing orders to get promptly and fully equipped. However, the type of school products and the way the parents are shopping for them has changed.
More precisely, there’s a tendency to tech devices and digital services, which weren’t on top in the previous years, with parents starting to spend their money on tablets, laptops, and other digital devices for virtual learning, even if schools will eventually open for good. Further, most consumers who started making online orders throughout the lockdown seem to continue so, either for personal health safety or for convenience reasons.
The good news is that parents are more than willing to welcome the forthcoming school season replenishing school supplies and outfits for their kids. So, retailers should take into consideration the changing eras and accurately satisfy consumer needs.
““Price is still the main purchase driver, but retailers will also have to offer the conveniences that consumers expect in the channels and platforms they prefer to shop”, says Deloitte.
It is vital to promote the right product, to the right person, at the right time, through the right channel. And how is that possible during this transitional period?
A tip to be on top of it is to follow the tech flow.
Advanced Customer Data Platforms (CDP), marketing automation tools powered by machine learning answer marketers’ concerns. These technologies not only help brands properly collect first-party customer data but also build customers’ engagement through the connection of offline and online experiences. For example, real-time product recommendation during the store visit, either online or offline, is an effective application of such tools. Therefore, brands can create targeted marketing campaigns, personalized offers, and customized messaging through CDPs, meeting customer expectations and delivering outstanding omnichannel experiences.
In INTELIQUA, through Eliqua.CX, we help brands collect customer data across all touchpoints, create unified customer profiles with advanced technology, and communicate with the consumer with the right message at the right time and the right channel.
Reach us out today to discuss with INTELIQUA’s customer loyalty experts, whether you have a support question, or a business inquiry. Click here to contact us!
