Mobile Marketing Driving Back-to-School Digital Shopping Surge
Mobile has never before played a more significant role in the growth of digital back-to-school shopping.
According to the findings of a new survey, 89% of parents select a retailer for back-to-school shopping based on deals available on mobile devices.
Of course, the influx of well-targeted and relevant mobile ads still hasn’t completely eliminated the in-store shopping experience.
The study also reveals 82% of parents will make at least 70% of their back-to-school purchases in-store this year.
When questioned on their preference on accessing back-to-school deals on smartphones, the most popular methods are: “on the retailer’s own app or website” (32%), “through a dedicated free app or website that aggregates coupons and deals” (24%), “on the product’s app or website” (23%) and “by receiving deals via text messages from retailers” (20%).
The results in question were published by Retale, a location-based mobile platform.
“Smartphones have increasingly become the go-to shopping tool for parents to research, plan and organize their back-to-school purchases,” says Pat Dermody, president of Retale. “Retailers need to keep up with mobile’s rise in consumer shopping behavior, incorporating in-store and digital mobile content to drive visits and purchases. If they don’t, parents will simply shop elsewhere.”
