School’s in session: Back-to-school campaigns and strategies for retail marketers
Be ready as back-to-school season approaches
Once the summer begins to draw to a close, the back-to-school season emerges as one of the most critical periods for the retail sector. It’s a lucrative time for retail. According to Mintel, Brits spend £1.2 billion[1] sending kids back to school. For marketers, this season represents a prime opportunity to connect with consumers, boost sales, and build brand loyalty.
In 2024, the importance of back-to-school marketing is expected to grow even further, with innovative strategies and data-driven insights playing pivotal roles in capturing consumer attention.
Why back-to-school season matters
The back-to-school season is a significant revenue driver for retailers, covering a wide range of products essential for the new academic year and prompting substantial spending from families. For marketers, this season offers a concentrated time frame to engage with a broad audience, from young schoolchildren to university students and their parents.
Retailers can capitalise on the back-to-school season by focusing on core products like stationery, uniforms, electronics, and sports equipment for younger students. University students often need electronics, homeware for dorms, and financial products, including student bank accounts and budgeting tools, which also become increasingly relevant for this demographic.
Strategies for 2024
- Early campaign launches: In 2024, we expect marketers to begin their back-to-school campaigns earlier than usual. By launching promotions ahead of competitors, brands can secure mind and market share ahead of competitors. In addition, the traditional back-to-school season is extending, urging marketers to prolong their campaigns to cater to consumers who are taking more time to make purchasing decisions.
- Enhancing online shopping experiences: With the rise in online shopping, retailers must focus on optimising their digital platforms. Enhancing mobile and online shopping experiences, including in-store pickup and delivery options, will be crucial. Marketers should also experiment with shoppable ads on connected TV (CTV) to meet the needs of busy parents seeking convenience.
- Value-driven advertising: Given the economic pressures and tighter budgets, households are becoming more selective in spending. Marketers should align their efforts with value-driven products and emphasise advertising that resonates with financial priorities. Offering discounts, bundles, and promotions will be key to attracting budget-conscious shoppers.
What have we seen previously from retail back-to-school campaigns?
In 2022-23, several retailers demonstrated innovative and effective strategies during the back-to-school season. These examples illustrate how businesses can successfully engage with consumers and drive sales during this critical period.
Marks & Spencer
Marks & Spencer (M&S) has implemented a four-year price lock on certain items[2] to attract consumers seeking low prices and reputed quality. Additionally, M&S introduced side displays with height marks for children, entertaining shoppers and encouraging the purchase of multiple sizes. This strategy effectively engaged shoppers and increased sales.
Deichmann
Deichmann launched its new brand-name sport shoe campaign[3] just in time for the new school year. The “Back to School” campaign featured styles by Adidas, Nike, Puma, and Fila, running throughout Europe on diverse media channels (TV, digital, and print) and at the point of sale (POS) from 31 July to 9 September 2023. Supported by out-of-home (OOH) and PR activities, the campaign ensured widespread visibility and engagement, appealing to both parents and students by offering stylish and affordable footwear options.
Asda
Asda has been diligently working on its back-to-school campaigns in recent years. Aired in July 2022, their campaign[4] aimed to show parents that George at Asda ‘has their backs’, with a range of uniforms designed to deliver ‘great’ value and durability for kids returning to school in September. This affordability messaging was especially important during the cost-of-living crisis, which has tightened budgets. Asda’s focus on value and quality helped reassure parents that they could rely on affordable, durable school uniforms without compromising on quality.
Introducing Experian’s back-to-school audiences
To help brands, agencies, and media buyers confidently navigate back-to-school advertising, we offer curated audiences for digital activation. These insights can guide your channel selection for maximum impact, helping you decide on key channels such as email, digital video, or specific social media platforms.
Our digital audiences leverage a range of data sources including transactional spend insights, which aggregates data from our panel of more than 4 million UK debit and credit accounts to give rich insight into consumer spending habits. Overlay this with Experian demographic, segmentation, and propensity insight to understand how and where UK parents are spending, what are their budget patterns and insight such as how easily their shopping choices are influenced by their children.
How can we help?
Our syndicated audiences are available for activation via most major platforms. This means you can easily access and utilise these curated audiences to enhance your marketing strategies, ensuring your back-to-school campaigns reach the right people at the right time.
The back-to-school season offers immense opportunities for retailers and marketers. By starting campaigns early, enhancing online experiences, and focusing on value-driven advertising, brands can effectively capture consumer attention and drive sales. With Experian’s curated audience insights, you can further refine your strategies and achieve greater success in your back-to-school marketing efforts.
Download our handy guide on customised audience recommendations for back-to-school shoppers.
Get in touch
Speak to one of our experts to better understand how to engage with your audience with our accurate insights.
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[1] Counting the cost: Brits spend £1.2 billion sending kids back to school, Mintel
[2] Marks & Spencer Commits to Holding the Price on Its Market Leading School Uniform, Marks & Spencer
[3] Deichmann’s new A/W campaign back to school, Deichmann SE
[4] Look who’s back: George at Asda’s viral rappers go back-to-school with a fresh track, Campaign