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The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

What CMOs Need To Learn When It Comes To Back To School Shoppers

Steve Olenski
Master Principal Sales Architect

According to a recent Deloitte survey back to school shoppers are likely to spend more this year than last year, with the average amount being spent per person expected to be $488. Additional findings reveal that for the most part parents prefer to shop in-store for most items with the main exception being technology. However, 61% will research online before purchasing products in the physical store. 

Another 25% say social media will play a role in their back to school shopping with 3/4 of this group indicating they will use social media to find promotions and discounts. 

It's A Mobile World

Perhaps the most important thing CMOs need to learn when it comes to back to school shoppers — and quite frankly if they don't know this by now... a great number of shoppers will utilize a mobile device. According to Retale 85% of back to school shoppers are expected to use mobile as they shop for back to school items. 

Pat Dermody, the president of Retale says smartphones are the go-to shopping tool for parents to research, plan and organize their back-to-school purchases. "Retailers need to keep up with mobile’s rise in consumer shopping behavior, incorporating relevant and engaging mobile content to drive visits and purchases," he said. "If they don’t, parents will simply shop elsewhere.”

As for how they will use their mobile device specifically:

If that weren't enough proof that retailers need to be mobile, literally Retale also found that nearly 90% of parents decide where to shop based on mobile promotions.

And as to how they want to receive info via mobile when it comes to promotions:

Move as Fast as the Mobile World Demands

There is simply no denying it. The world moves at light speed and does so via mobile. And as a CMO you need to be capitalizing, and that is the operative word, on all that mobile has to offer. 

That's precisely why you need to download The CMO’s Guide to Mobile Marketing. Now. 

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