eCommerce Tips: Prepare For Back-To-School Season
Back-to-school season is an opportune time for eCommerce businesses to strategize and re-evaluate their online consumer journey. With summer coming to an end, parents look forward to taking advantage of back-to-school sales, from a second Prime Day to Target, and Kohl's deals. As one of the most anticipated holidays of the season, start thinking about how your brand can benefit.
The Challenge of Back-To-School Shopping in 2022
As students get ready for the new school year, they are facing higher prices for their school supplies. Despite a return to more normalcy in terms of school operations, inflation rates are at an all-time high, impacting consumers' shopping behavior.
As a result-driven online marketing agency, we recommend taking a step back to review your audience's shopping habits and preferences. Understanding what K-12 and college students are looking for will help to personalize marketing for your consumer base and improve user ability onsite.
For example, in 2021, most purchases accounted for the rise in tech and the need for electronics to keep up with virtual classes. Teachers, parents, and students adjusted and adapted quickly to online learning. According to the National Retail Federation, K-12 learners spent an average of $848.90 ($59 more than in 2020) on school items; college students spent an average of $1,200.32 ($141 more than 2020).
Now that kids are returning to the classroom full-time, many shoppers plan to make big purchases around retail sale events.
Successful Digital Marketing Strategies
01. KEEP IT SIMPLE - MAKE CHECKOUT EASY
This summer, consumers will secure their orders via mobile, online, or in-person as long as price ranges align with their budget.
However, there's nothing more detrimental to a business than having a lengthy or complicated checkout process. Make it easy and secure to ensure the consumer will complete their orders. It will also prevent the risk of abandoned shopping carts.
E-commerce platforms like Shopify make it easy to manage all your online store needs in one place. At DRP, we provide digital marketing services, including Shopify website design, to make your online selling experience as streamlined as possible.
Users should be able to conduct business efficiently using features like guest checkout or adding a digital wallet to make future purchases faster by storing card data for shoppers.
Buy Now, Pay Later (BNPL) is another popular add-on that can boost card conversions and increase revenue. With high prices, BNPL is a deal that shoppers are unlikely to refuse to save money.
02. KNOW YOUR AUDIENCE
Determine what type of personalization techniques will enhance your online store and improve your following's online shopping experience. Not everyone wants a curated list of featured items selected just for them. Millennial shoppers think differently than shoppers of an older age group - who are likely parents searching for back-to-school products.
Do your research and think about what can set you apart from competitors. If your brand's consumers respond well to personalized ads, email marketing, and social media, you'll know how to make it easier for them to find the necessities they seek. Additional elements like bundles and subscriptions can further tailor the experience to make a larger order in one click.
For example, parents of middle school students may want to order notebooks, pens, and pencils in bulk. In contrast, college students can subscribe to recurring shipments of paper towels, tissue, and cleaning supplies.
03. TAKE ADVANTAGE OF SOCIAL MEDIA
We understand first-hand the stress of promoting back-to-school offers on social media! However, knowing how to optimize your channels helps expand awareness for promotions and allows the opportunity to highlight some top items you carry.
Before getting started, consider which social channels have the most engagement from your audience. Facebook is a popular platform that also offers a highly targeted ad feature for marketing campaigns depending on the demographic of your choice. These social media marketing ideas can deliver strong results for your online business:
Host a giveaway to sell products
Partner with local businesses and programs
Provide future-use coupons with purchase
Feature and repost client photos, videos, or reels
Offer a last-chance sale
Create a loyalty program
04. LOOK OUT FOR FRAUD PURCHASES
The last and most crucial thing for you to do is fraud screening when you start receiving back-to-school orders. It will save you time and money from chargebacks.
Accidentally declining the wrong orders because of fraud concerns will hurt business long-term. Customers are unlikely to return or purchase from retailers, making shopping more complicated. The risk of negative reviews and losing prospective buyers is equally harmful to the brand.
AI fraud prevention tools can evaluate risks and measure customers' online behavior during one of the busiest times of the year. The more fraudulent activity that gets prevented, the more orders get approved.
Have You Started Planning?
Back-to-school season is one of the most exciting and profitable times for eCommerce businesses. There is never a shortage of ideas to increase sales and boost revenue. The key is to evaluate, prepare, and give yourself enough time to get ahead of your competitors! If you're looking for marketing and eCommerce support, reach out to our full-service digital marketing agency.