Retailers still took advantage of the Back to School marketing season this year despite the uncertainty that remained with schools reopening amid the Covid-19 pandemic. So how exactly did did retailers create desirable in-shopping experiences for these uncertain parents?
“The customer journey has changed for some, not all,” said Daniel Todaro, managing director of marketing agency Gekko.
“It may now more often start online, but retailers can use an omnichannel approach in the ‘considered purchase’ space to drive footfall into store to encourage the right equipment students require.
“The message should be that it’s better to get hand on advice from an expert in-store who will have sold to many students over the years and therefore better understands the need of the consumer.”
While retailers may turn to a multichannel approach to drive footfall, marketing tactics also needed to adapt from its usual tone in order to match the mood of anxious parents.
“Traditionally, retailers’ marketing investments include a mix of TV and radio commercials, print and online ads, flyers and newspaper inserts,” said Sam Holding, head of international at email analytics firm SparkPost.
“While email marketing remains a direct and cost-effective way to approach consumers, and ensure customer loyalty and repeat business.
“But, to be more effective, retailers should adapt and invest in segmentation, analytics and email marketing to get the best results for their brands and improve customer experience.”
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