Although my own children are no longer students, I have certainly noticed that it’s back-to-school time. I’ve also noticed something interesting about the barrage of emails, store signage, and even news stories related to this shopping season: most of the messages are about saving money. This is a perfectly valid advertising tactic. But money is not a parent’s only pain point, and marketers can do much more than offer discounts to improve the shopping experience.
Stores are still relevant....