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As the summer break draws to a close and schools have started or are starting soon, retailers are in the final weeks of the back-to-school shopping season. According to the National Retail Federation (NRF) and Prosper Insights & Analytics, more than half (55%) of back-to-school and college shoppers have already started their purchases as of early July.
However, NRF states that 86% of shoppers still have at least half of their purchases left to complete despite the early rush, as many shoppers often wait for the best deals or are finalizing their lists based on school requirements. This insight is crucial for retail marketers looking to capture the remaining shoppers through targeted and timely promotions.
That’s where consumer insights comes into play. By analyzing patterns and trends in consumer behavior, retail marketers can tailor their campaigns to better meet the needs and preferences of their shoppers and time their ads according to when shoppers are ready to buy.
Leveraging Consumer Insights for Effective Back-to-School Campaigns
With real-world insights, marketers get a holistic view of buyer behavior. From shoppers’ movement patterns, their brand affinities, demographics and even advertising attribution, digital marketers can understand every aspect of the customer journey and use these insights to create targeted ad campaigns that reach the right audience.
Here are three ways consumer behavior insights are instrumental to executing a successful back-to-school ad campaign:
1. Turn Competitor Analysis into Customer Loyalty: With retail insights, marketers can gain a competitive edge by analyzing competitor stores and understanding who their customers are. With insights into how these shoppers interact with the competition, marketers can then customize their back-to-school campaigns to win their loyalty and beat the competition.
2. Craft Personalized Campaign Messaging that Resonates: With key demographic insights such as age, income, shopping intent, etc., marketers can tailor messaging to resonate with specific audience segments. These insights also help marketers strategically time their promotions, allowing ads to reach shoppers during peak retail periods — like Target’s Circle Week or Amazon Prime Day — thereby maximizing the impact of back-to-school campaigns.
3. Boost In-Store Foot Traffic and Measure Campaign ROAS: By utilizing location-based data and look-alike modeling, marketers can target consumers who are likely to shop at their stores for back-to-school items and even understand how far shoppers are willing to travel to a store. Marketers can then activate advertising campaigns to reach shoppers based on how they shop and analyze online and offline ROAS.
In today’s competitive retail landscape, leveraging Azira’s consumer behavior data in marketing is not just advantageous — it’s essential to attract the right shoppers at the right time. Azira’s data intelligence provides marketing teams with the insights needed to understand their shoppers on a deeper level, create targeted campaigns with personalized messaging, and measure the results online and in the physical world to optimize ad spend and drive sales.
For more insights on how consumer behavior insights can be used by marketing teams during peak shopping seasons and beyond, check out Azira’s solutions for retail marketers here.
