Monday, July 31, 2017

Back-to-School Shoppers Are in the Stores

My search for "back-to-school shopping" returned 324 million results. Here are the top 4 from the list--all ads. Zappos, Walmart, Retailmenot (coupon site), and Staples. Zappos is promoting its "fast and free shipping," and its "huge selection." The others are promoting "save, save, save."

The LA Times notes that BTS is an $84 billion market (research by the National Retail Federation). And other research indicates that lots of shoppers are looking at price promotions carefully.

Most important, many BTS shoppers prefer to buy in person, to see, touch, and evaluate merchandise rather than click to buy. And when children are part of the process, they want a say in what gets purchased (which in some cases, results in a higher transaction amount). Legacy retailing is the beneficiary of this consumer behavior pattern.

Despite supply lists provided by schools, BTS shopping still needs organization. And that's where physical stores are doing their part to group merchandise needed by students for easy access. Nearly every store has a college dorm section, and a separate school supplies section. School days begin in a matter of days. Stores are ready to outfit students in advance, attracting shoppers to malls and big-box retail locations alike.

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