Ahead of the Class: How Brands Can Break Through During BTS
It’s almost back-to-school (BTS) season, which means it's time for CPGs and retailers to set up their annual school bus displays; however, to get the attention of today’s omnichannel shoppers, brands also need to get creative with their digital content.
Case in point: A Deloitte study on the 2022 season found that half of its survey respondents shop for BTS goods inside stores, but 35% buy online (representing a $12 billion market). Furthermore, the study found four in 10 consumers look to “emerging tech” to shop for BTS items, including shoppable content, AR, and chatbots, echoing a need for digital tactics.
Along with navigating the multiple ways consumers shop, brands must also keep in mind that the BTS season has a tight window, primarily occurring mid-July through August. In fact, there are 16 states in the U.S. that waive sales tax on BTS purchases during select weeks in that time frame. The Deloitte study also reported that more than half of purchases happen at the end of July.
Regardless, it can be a dizzying few weeks with consumers buying a wide range of items. This can include complex electronics, trendy clothes, crayons, folders, and more items depending on the grade that they’re not normally purchasing.
The season sets up brands to speak to vulnerable consumers, and this is where digital content has a real opportunity to connect with consumers on a more personal level. Here are the trends to consider for this year’s BTS season.
Shoppable Video Can Reach Younger Consumers
Digital natives or younger consumers are heavily influenced by video. Brands can deliver engaging video content on why their items are a must-have for a BTS shopper and include direct links to purchase.
The Deloitte study said 16% of the respondents planned to purchase BTS items via shoppable content last year. This was the highest result among the emerging tech options presented to the consumers surveyed. By comparison, 12% of respondents intended to buy via “buy buttons” in social media posts, and another 12% intended to buy through live-streaming events.
Shoppable videos and content reduce the friction for an online consumer. Amid the sea of products for the BTS season, a video can directly target a consumer with a link to instantly buy or add an item to a shopping list.
And don’t forget, part of the BTS season is getting items while they’re hot. Shoppable videos can bring popular items to consumers’ attention who might otherwise miss the boat.
Social Media Drives Gen X and Millennials
Not surprisingly, the Deloitte study echoed that social media has an impact on Gen X and millennial BTS shoppers, who are younger parents with purchasing power. Nearly half of Gen X shoppers use social media to learn about promotions, the study said. It also found that more than 40% of millennials use social media to monitor ratings and reviews of BTS products.
CPGs can also leverage social media to raise awareness of products and promotions that help drive traffic to stores. The key is cutting through the barrage of communication and marketing to find the best way to reach specific consumers based on how they buy for the season, either in-store or online.
Inflation Impacts Shoppers
There is no doubt high prices and inflation will impact many consumers and how they shop for BTS items this year. However, brands need to go beyond price and showcase their deeper value through consumer targeting and messaging. More than simply providing coupons, brands need to develop digital content that shows how they support BTS needs.
Through omnichannel data and personalization tactics, brands can view consumers’ past BTS purchase history or loyalty information to develop content and messaging that speaks to those shoppers on a more intimate level than price alone.
BTS shopping can be an emotional experience for consumers. For some families, it’s a pressure-filled experience to find every item on the list provided by schools. For others, especially during tight economic times, it’s the pressure to get what’s required.
Brands can share digital messaging on how a consumer can get more out of a purchase to extend its value. Brands can also use digital tactics to connect on an emotional level with consumers that demonstrates value beyond price.
The BTS Battle Begins
As the BTS season ramps up, brands need to meet consumers’ needs through a variety of digital touchpoints, supporting the tried-and-true in-store displays. Consumers are facing economic pressures and are on the hunt for trendy items for their kids or chasing down every item on the school checklist. Brands can deliver digital content that instantly knocks items off the list or speaks to them on an emotional level to build loyalty.
Moreover, brands can use digital content to show that they’re with their consumers for the BTS season. Shoppable ads, personalized content, and social media posts build awareness and supplement a strong in-store strategy.
— Molly McFarland, co-founder and chief revenue officer, AdAdapted
