Back-to-school choices driven by localization

When it comes to advertisements for back-to-school products, parents and students seem to respond most favorably to those that focus on localization and personalization, according to a new survey from Eyeview.

Of those surveyed, 66 percent of the students said that ads for a nearby store are most likely to drive them to make a back-to-school purchases, while 74 percent found the same importance in geo-targeting. 

In addition, personalization seemed to resonate with the respondents. Of the students, 40 percent said some form of personalization in an ad would grab their attention while 45 percent of parents were also looking for products they like.

While 49 percent of students and 82 percent of parents said they will make at least half of their back-to-school purchases in-store, 40 percent and 66 percent, respectively, said they would first browse products online. Off-line is still the winner, as only 19.6 percent of students and 17.7 percent of adults will make at least half of their purchases online.

Students seem to have a great influence on back-to-school purchase decisions as 48 percent of parents said they let their kids guide these decisions, and only 7 percent of students say that parents would make a back-to-school purchase without their input.

"Breaking out of the back-to-school marketing noise has become increasingly competitive, with retailers starting promotions earlier and earlier," said Oren Harnevo, CEO and co-founder of Eyeview.

Although the advertisements and shopping seem to begin earlier and earlier, it seems most consumers wait to finish back-to-school shopping until the final sales. During the last week of August in 2014, families had only completed half of their back-to-school shopping. And to encourage shoppers to complete their lists, 16 states were offering tax-free shopping weekends to help jump-start retail sales during back-to-school shopping.

For more:
-See this Eyeview press release

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Back-to-school shopping only half complete
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Retailers add 15,200 jobs in September; holiday concerns persist
Retailers add 37,600 jobs in October as holiday hiring shifts into full gear

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