Back To School: A Golden Opportunity for Brands and Retailers
Sharon Yourell Lawlor
The Modern Shopper Strategist: Global Retail & Shopper Expert. Retail Author. Public Speaker. RETHINK Retail Top Expert (2023 & 2024). Decoding retail, tracking trends, and crafting impactful strategies.
For many households, this week marks a return to routine as kids head back to school. The "Back to School" period isn't just about new beginnings for students—it's also a significant moment for household shopping behaviour. This season presents a prime opportunity for both brands and retailers to align with the changing needs of families and become essential partners in this transition.
Understanding Your Audience’s Needs
As we step into this busy time, it's crucial to put yourself in your target audience's shoes. What are their challenges, needs, and desires during the back-to-school season? The key to success lies in positioning your brand as a solutions provider that addresses these specific concerns.
Does your product alleviate the stress of chaotic morning routines? Whether it’s breakfast solutions for kids still adjusting to their summer sleep schedules, quick and easy snacks, or essentials for taming unruly hair, your product can be the hero parents need during these hectic mornings.
The Lunchbox Dilemma
Lunchbox packing is another area where parents often seek help. Can your product make this daily task easier? Consider the practicalities—does it fit neatly into the new lunchbox without being squashed? Will it stay fresh until lunchtime? Do you offer it in convenient packs of five to last the entire school week? Addressing these concerns can make your product a must-have for parents.
Addressing Health Concerns
As children gather in classrooms again, common issues like coughs, colds, and lice are bound to resurface. Parents are keen to prevent these problems and respond quickly if they arise. Position your product as the solution—whether it’s a preventive measure or a remedy, making parents’ lives easier will win their loyalty.
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The School Drop-Off Wardrobe
Clothing brands also have a unique opportunity during this time. Parents are often on the lookout for versatile, comfortable items for the daily school run. Whether it’s the perfect pair of comfy shoes, a rain jacket, or a hat to cover messy hair, these are the practical concerns that resonate with shoppers during the back-to-school season. Remember, shoppers are human, and these are the types of things they think about during this time.
Seizing the Opportunity
How can businesses, especially smaller ones with limited budgets, capitalize on this seasonal opportunity? And is it too late to join the conversation? My advice to brands and retailers is to focus your communication on being a solutions provider. Clearly articulate how your product can ease the challenges of the back-to-school period. Whether it’s a lunchbox solution, a cold remedy, or even lice prevention, position your product as the answer to your audience’s pain points.
Leveraging Social Channels
Consider where your target audience spends their time online. Get active on platforms like Instagram and share your product’s benefits, where to find it in-store, and how easy it is to purchase. Shoppers are busy and stressed during this time, juggling once-a-year purchases like shoes, uniforms, and coats, along with their regular shopping. Make it easy for them to find your solutions.
And remember, consistency is key. Studies show it often takes more than 21 days to form a habit, so don’t assume your job is done after one campaign. Keep reinforcing your message to ensure your product becomes a go-to solution for your audience.