For most states, school starts in a couple of weeks and that means many different things for children and parents alike. But one thing is certain: Moms will be shopping for a plethora of back-to-school items during the next fortnight.
For marketers, this also means a huge opportunity. According to new research from PunchTab, 75% of moms won’t use social media for back-to-school purchases.
So, what will attract moms to shop in-store?
“For marketers who want to capture moms in-store, mobile coupons are a non-negotiable,” Robyn Hannah, VP of Public Relations and Communications at PunchTab, told Loyalty360. “With 60% of moms using their smartphones in-store to find coupons, the opportunity to increase share-of-basket with targeted offers and discounts is significant.”
Nearly 90% of moms said coupons and deals influence their purchase decisions.
“They’re clearly price-conscious,” Hannah said. “If marketers invest in driving moms to their mobile coupons, instead of their Instagram feed, they’ll make that decision an easy one.”
What’s more, the research shows that 77% of moms anticipate spending as much as, or more than, they did during 2013, which could be a trend worth noting as the holiday season draws near.
An interesting statistic reveals that 75% of moms won’t use social media for back-to-school purchase decisions. What’s more, 60% of moms said they will use their smartphone while back-to-school shopping, mainly to look for coupons
While in a store, moms are four times more likely to use their smartphone to look for coupons as compared to other mobile activities.
“I’m not surprised by how many moms plan to shop in stores instead of online,” Hannah said. “Back-to-school shopping is one of those annual rites of passage. Kids want to pick out their new binders and pencils and lunch boxes. They want to touch them and hold them and destroy the shelves at Target while making their decisions. And getting back to school clothes is often a bonding experience. You don’t get the same “mom and me” time clicking away on the iPad.”
Hannah believes some of the numbers are specific to back-to-school shopping, particularly the ones involving moms not using social media.
“I’d guess that’s because marketers just haven’t nailed it yet,” she said. “They haven’t quite figured out how to engage moms with the right content, on the right channels, at the right time. It really comes down to tracking user behavior, and optimizing programs accordingly. Facebook is no longer the runaway leader in social, but other channels are on the rise. Social can still prove to be a powerful channel if marketers are offering the information and discounts moms are already looking for.”