In the past few years, the 'Back to School' season has consistently been the most lucrative sales period for ecommerce retailers globally in Q3, accounting for nearly 70% of all Q3 eCommerce revenue during this period .
The build-up to this is the perfect time for you to plan and target your data feed marketing efforts:
You may be thinking: “The school year has just ended, so why are WakeupData posting about back-to-school selling now?”
From looking at Google search data, we can see that customer queries related to back-to-school purchasing has already started by the 11th July - and the total spending reached 27.3 billion dollars in the US alone last year - with a 4% growth year on year!
Therefore, if the data feeds you export contain any of the following products, there is a great possibility to dramatically increase conversions and overall revenue during this period:
- Clothing and accessories
- Computers and consumer electronics
- School supplies
- Books, music, and videos
- Toys and hobby related goods
- Sporting goods
1. Have a buyer persona in mind
Of course, this should be key to any marketing campaign you run for your webstore, but is even more relevant in the back-to-school season.
In this case, the biggest back-to-school shoppers are obviously parents. This also means that even if you are not selling any of the popular back-to-school items listed above, you could still cash in on parents who are already making online purchases and in the mood to find some discounts and deals.
Another key audience to target is students- whether at school or university. They have purchasing power and are likely to be shopping for themselves or at least researching the products they want to get.
And don’t forget about schools and teachers. School supplies, storage, and computer-related products are all categories that could grab some larger sales from this segment.
Have your audience in mind and target your content, channels and tone accordingly!
2. Run Ad Campaigns
If paid advertising is part of your marketing strategy, paid ads, for example on Facebook, make sense to target the right people at the right time.
Firstly, Facebook can be an excellent platform to reach shoppers of all types. Secondly, the detailed targeting capabilities mean you have the ability to market your products to a large audience with a few broad parameters, or get extremely focused and deliver ads to smaller but extremely relevant audiences.
3. Use Discounts and Free Shipping
This infographic shows that 84% of parents in the US won’t make a purchase online if there isn't free shipping.
With so many parents and university students obligated to buy their supplies, books and clothes for the start of their academic year - you have a captive audience who want to buy from you, just make sure you offer them the incentive to do so!
4. Anticipate Last Minute Shoppers
Even though some of your customers may be highly organised and start their back to school shopping in July, many of them won't be so make sure you run your campaigns, offers and discounts until the very end of the season.
Depending on the country in which you are selling, find out the dates of the school summer holidays and adjust your campaigns accordingly:
- Denmark - school begins 12-08-18
- Sweden and Norway - school begins 19-08-18
- Finland - school begins 08-08-18
- Germany - varies region to region but around the middle of August
- Netherlands - 02-09-18
- UK - 05-09-18
Stay active on your social media channels throughout this period too - boosting your offers and services with engaging posts and content.
Increase your sales now
Find out how you can put these suggestions into practise with WakeupData's tailored product feed marketing solutions. Our customer success managers take the time to listen to your ideas, goals and concerns before suggesting how we can give you the best possible results, implemented at the oportune moment.
We have helped countless clients in the past get the results they want, you can read our case stories here.
Check out the next blogpost in our back-to-school series to find out more about getting the most out of your product listings.