Retailers Ramp Up Social and Mobile Initiatives to Reach Back-to-School Shoppers
As the second-largest spending season among consumers — and, at three months, the longest — back-to-school (BTS) brings big opportunities for retailers to connect with shoppers. RetailMeNot recently released a study conducted by Kelton Global that found 85 percent of retail marketers plan to invest more in their BTS marketing in 2017 compared to the previous year.
As retailers look to gain more engagement and loyalty among customers, a majority of the increased investment will be seen in omnichannel initiatives, with nearly nine in 10 retail marketers reporting that they plan to spend more on mobile (89 percent) and social media (88 percent) efforts to reach shoppers.
Specifically, mobile continues to be the apple of marketers’ eyes, making it the top priority this year for a large portion of retailers (53 percent). Additionally, mobile will continue to influence sales across all channels, including in-store, which is a major opportunity for retailers as parents and kids alike head to physical stores to touch and feel the products they're interested in.