It’s that time of year again and back-to-school shopping is here! As with any large-scale shopping season, back-to-school presents a huge opportunity for retailers across the region to cash in on increased demand and build up their consumer base.
This year, back-to-school ecommerce sales are predicted to grow almost 15% reaching a massive $74 Billion globally. For businesses that provide stationary, clothing, and electronics, this time of year is by far the most lucrative.
In this week’s post, we’ll be providing a simple checklist to help you structure your campaigns and capitalize on the back-to-school season. If your business hasn’t made back-to-school a focus in the past, now is the time to start.
1. Create Back-to-School Themed Content
During this time of year, consumers are focused on shopping for back-to-school, so make sure you have content that talks about the subject. During the back-to-school season create content with a clear back-to-school theme. A few examples of eye catching content include buyer’s guides, popular items, and even product reviews.
If you want to take it one step further you can even integrate products directly into the content allowing your customers to purchase right from the article.
2. Create Back-to-School Landing Pages
There are two major reasons why creating product collections on specific landing pages can help with your back-to-school campaign.
First, it allows you to cater a specific portion of your website to target back-to-school shoppers that keeps them focused by getting rid of irrelevant products. Second, these pages provide a perfect destination for Facebook advertisements, PPC ads, or promotions that prompt shoppers to “shop now.”
3. Provide Discounts and Free Shipping
Competition is high during busy shopping seasons and back-to-school is one of the busiest. Shoppers today are constantly hunting for the best deals and you can be sure that they are going to be comparing products across multiple sites.
The best way to keep your shoppers and ensure that they make their purchases from you is by offering promotions. Discounts provided during the shopping experience incentivise price sensitive shoppers to convert and can limit the desire to shop around on other sites. Another strategy that is also effective is to offer free shipping, it’s a simple change that works wonders to prevent shopping cart abandonment.
4. Be Prepared for Last Minute Shoppers
In every classroom, there are going to be students who leave things to the last minute, and when it comes to back-to-school shopping things are no different. There will always be a group of shoppers who leave their back to school shopping to the last minute and you don’t want to miss out on the procrastinators.
You can cater to these last-minute shoppers by continuing to market back-to-school sales and products. Try getting creative and play on the last-minute nature by using urgency tactics to push shoppers to visit your site. You should be prepared to run your marketing and promotions through the end of September to maximize the back-to-school season.
5. Combat Cart Abandonment
Wherever there is online shopping, there is also cart abandonment, but the stakes get a lot higher when you’re dealing with increased traffic and demand. If you want to get the most out of the back to school season you need to have a strategy to convert abandoning shoppers.
A great way to do this is to present a promo code to abandoning shoppers as they exit your site. It’s a great way to grab attention and can provide the necessary incentive to get back on your site and complete the purchase. Think of it as the equivalent to a sales person throwing in something extra to convert a sale. Having this safety net provides you one last chance at a sale and builds up your reputation with the shopper.
What strategies does your business use to capitalize on the back-to-school shopping season? Are there any great tips we missed? Be sure to let us know in the comments below and if you aren’t already, follow us on Twitter for the latest news.