Back to school shopping is one of the most important and stressful seasons for shoppers, brands, and retailers. As most shoppers are overwhelmed with the extensive list of required items, some end up procrastinating until the very end to grab some last-minute deals. Early shoppers arrive well in the beginning of July while mid-July to August is often considered as the peak shopping season for the back-to-school bandwagon. One in two shoppers claim that postponing their BTS shopping to September may help them take advantage of the last-minute deals as they hold off on specific purchases waiting for the best prices.
As the second-largest selling season for retailers, it is now more crucial than ever to incorporate intuitive approaches that can capitalize on late-season back-to-school shoppers as well. How can retailers and brands help these last-minute shoppers eagerly waiting to check everything off their long lists? One word: Simplify.
Projected to be a $40 billion plus season in 2023, retailers are enticing shoppers using innovative strategies aimed at making BTS shopping an enjoyable, stress-free experience for parents and students.
Walmart has chosen to sell this year’s back-to-school items at prices from 2022. Families can conveniently buy the 14 most sought-after school supplies bundle for an aggregate cost of $12.94. In addition, Walmart has introduced a new classroom registry catering to educators and School supply list curated by educators to ensure students have everything they need with single tap. Furthermore, Walmart is embracing inclusivity by offering “sensory-friendly” shopping hours throughout August.
Source- Walmart, Basic elementary kid bundle, Walmart store
Staples announced throwback pricing on BTS essentials to lure price conscious shoppers. They have also promised to make shopping easier by offering lists curated by teachers. Highlighting bundles of such essentials would work as a one stop solution and save shoppers their precious time and money by streamlining their shopping experience.
Source- Staples
Target’s popular Target Circle Student Appreciation and newly introduced Teacher Appreciation deal offers a one-time 20% discount on a shopping trip is aimed at reducing budget related stresses. Their back-to-school assortments start at under $1 and most feature under the $15 mark.
Source – Target
Below we’ve assembled some tips that can further enable these initiatives and make navigating BTS chaos a breeze for brands and retailers during this bustling shopping season.
1. Relevant categories by shopper segment for Resonance
Identifying the essential categories for different segments of the customer base can enable retailers to create and adjust bundles that cater to a wide range of needs and financial capabilities. These findings can input into big spend and low spend bundles which include options for complete BTS kits covering all necessities as well as smaller tailored kits. A well-informed decision will undoubtedly contribute to the resonance of your bundles.
2. Personalized recommendations to improve Positioning:
Digging into shopper purchase behavior and preferences will also help you offer personalized recommendations based on demographic information, grade and school. Understanding their specific needs and implement consumer feedback will help brands position products as vital additions to their target group’s back-to-school essentials.
Celebrating milestones is a great way to create personalized bundles. Create special collections for specific grade transitions, like entering kindergarten or middle school. Frame these bundles to commemorate these milestones with a fully prepared start.
3. Thematic bundling for Engagement:
Bundles can be tailored to categories, brands, or customer segments. One innovative way to curate appealing bundles is to use themes that resonate with students and parents. Themes could include popular characters, movies, games, books, hobbies, sports, colors, and so on. Themes that are connected to the curriculum or the learning goals of the students could also work well. Bundles centered around science experiments, art projects, musical instruments, languages, and other educational pursuits can be a winning proposition depending on their relevance to your shoppers.
Determining whether to incorporate iconic characters or opting for more general themes requires a thoughtful evaluation of your what is working for target audience and current market trends. By analyzing response to different themes, you can discern what elements have the greatest impact on BTS merchandise sales. Fine-tune your offerings ensuring that your bundles align seamlessly with the preference and desires of your shoppers.
4. Upgrading shopper hauls to improve Average Order Value
Encouraging customers to add back-to-school supplies during the checkout process presents a unique opportunity to boost sales. By strategically positioning reminders like “Don’t Forget Back-to-School Supplies” during the checkout journey, you facilitate the inclusion of incremental items in their purchase. This enhances the overall value of each transaction which, in turn, contributes to higher average order values and increased revenue for your business.
Leveraging the curbside pickup experience is an excellent opportunity to prompt customers to add back-to-school supplies to their orders – particularly for busy families with lots of errands to finish. This strategic approach not only enhances customer convenience but also encourages incremental purchases.
You can enhance conversion rate and improve cart growth by unlocking the potential of impulse purchases. The back-to-school period is infused with anticipation and excitement. Capitalizing on this emotional connection using strategic placement may also help boost BTS sales. You can read about our methodology to drive front end impulses here.
5. Keep the last-minute shopper’s excitement up!
Thoughtfully consolidating the leftover BTS supplies will keep up the enthusiasm and ensure that the late bloomers still have their discovery mode on. Seeing bundles with supplies they had not even considered is sure to delight them. Implementing Explorer’s merchandising tips will assist you in reducing out of stock perceptions towards the end of the peak BTS season. Additionally, with one in three shoppers using coupons for BTS purchases, including these last-minute deals will spark them to complete their shopping.
In a nutshell, back to school season can be bit of a whirlwind. Explorer specializes in in-situation testing combined with a consultative approach to curate winning strategies for all your shopper segments. Contact us to find out more!
