Our blog series on the Back-to-School season has so far looked at what strategies you can implement to make the most of the season's increased sales and presented a Back-to-School guide.
This week we look at some last minute steps you can take to claim those summer shoppers.
As the chart from the NRF (above) shows, there is still a sizeable portion (26%) of your target audience making purchases in the last couple of weeks preceding and following the beginning of the academic year that marks the end of the back-to-school season (source).
If you are anything like I was as a student - it should be no surprise that many of them leave tasks till the last minute: textbooks, clothes, electronics - upcoming deadlines (in my case!)
So how to grab these last minute online shoppers?
1. Acknowledge back-to-school in time and setup an offer or promotion
Back to School campaigns have huge potential for seasonal sales, so short but effective campaigns will help online sellers to increase their sales, offer new items and engage their customers.
Plan and highlight what deals you will offer (like free shipping or discounts on specific products) then ensure you update your feeds to all your sales channels as well as your own email newsletters and webstore.
If your store acknowledges that it’s back-to-school and makes it obvious to customers that you’ve got a special offer during this time period, it will be very likely to increase your potential sales.
2. Use relevant keywords
As the Back-to-School season draws towards the end, there is obviously a peak for more search terms connected to “back to school”. Besides the exact match, customers are searching for “school supplies”, “school stationary” "school textbooks", etc.
3.Don’t run out of stock: products and supplies
As an online seller, you will know that it can be frustrating to receive a spike in your orders but not having the stock to fulfil them all in time.
To avoid this, ensure well in advance that you stock up! Order extras of all your best-selling and on-offer products, particularly if you're selling back-to-school supplies like textbooks, clothes, technology, shoes, etc.
Most importantly, ensure your data feed management tool lets you regularly update feeds with stock and price info changes (check out this video on how scheduling works).
In summary: What steps to take?
Think about who your audience are (teachers, college students, junior school?) and target your promotional campaigns towards them, optimize titles and descriptions by using keywords you know they are using and reach out to them in channels they use most (Facebook, Amazon, Google?).
If you want to get listed on an extra channel for the back-to-school period and need an easy platform to import and optimize your data, look no further than WakeupData.
Our tailored product feed marketing solutions have proven time and time again to give our clients the best results. Contact us and take the first step in gaining access to a vast customer base, or find out more about maximising your back-to-school sales via the link below.