| Back-to-school campaigns always signal the demise of | | | | reaching their target directly at the source for a more |
| summer, but the brewing excitement that the | | | | streamlined approach. Internet shopping has always |
| upcoming school year brought. Remember when there | | | | existed as a faster, more convenient option for |
| were back-to-school commercials on TV in 2008? | | | | consumers, but a presence in the social networking |
| Remember when marketers then started pushing | | | | world makes a retailer even more accessible, |
| students to their fun, flashy website in 2009? | | | | especially through the promotion of enticing deals and |
| Remember making several stops at several stores to | | | | coupons. |
| get all those school clothes and supplies? Those days | | | | So wake up parents-the back-to-school shopping |
| are long gone. Today, savvy retailers are targeting | | | | experience is largely changing for the consumer (and |
| students on social networks, like YouTube and | | | | your kids). Thanks to Facebook, YouTube and |
| Facebook, and finding them on their smartphones. | | | | smartphone apps, retail outlets are engaging directly |
| Any smart retailer today is promoting their | | | | with consumers through text alerts, video content and |
| back-to-school products and services on social | | | | online coupons. Not to mention, all purchases can be |
| platforms in order to target customers directly, engage | | | | made online, at your convenience. |
| with them and encourage a convenient and quick | | | | I have to admit, this makes me miss the |
| purchase online. Of course, this strategy will naturally | | | | back-to-school excitement. I'm picturing kids sitting |
| increase traffic to companies' websites while | | | | down with Mom/Dad to pick out and purchase this |
| increasing online revenue. Customers appreciate | | | | year's school supplies from their favorite website |
| convenience, and are likely to look harder at a retailer | | | | rather than wading through the wreckage of school |
| that offers just that. | | | | supply sections that have been ravaged by frantic |
| It's a brilliant strategy for back-to-school retailers. Think | | | | parents and students. Here's to hoping the youngsters |
| about it - most of the audience is already engaging in | | | | today still get excited to buy this year's most popular |
| conversation about their back-to-school wants/needs | | | | Trapper Keeper online...maybe they'll get texts about |
| on their social networks... and they are always | | | | the coolest mechanical pencils or gel pens that are out |
| reachable on their smartphones. Retailers are simply | | | | this year. |