PODCAST: Who's Winning Back-to-School Season, In-store or Online Experience?

Sarah Steimer
AMA Podcast
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Key Takeaways

​What? Marketers have the opportunity to cash in on 2017's $83.6 billion back-to-school spend.

So what? While the advent of online retail has simplified some lives, there are still gaps in the back-to-school customer experience.

Now what? Marketers should consider staying front-of-mind for customers year-round and how to simplify consumers’ lives during this hectic time of year.

​Aug. 9, 2017

The National Retail Federation estimates 2017 back-to-school spending to reach $83.6 billion

Brands and retailers could still be missing the opportunity to soothe consumers' pain points in this market.

There’s no shortage of consumers in the back-to-school market, but parents, guardians and students often feel a strain on their time, attention and wallets. The internet has certainly provided another retail option for those pressed for time, but many retailers may be missing opportunities to reach the audience and simplify their lives.

In Episode No. 20 of the Answers in Action podcast, staff writers Sarah Steimer and Zach Brooke—armed with a real-life, fifth-grade school supplies list—compare back-to-school shopping experiences at both Target and Amazon. Which wins? Well, that all depends on if you value cost over ease, vice versa or having far more notebooks than you actually need.

We also chat with Kathryn Worthington, managing director of strategy and planning at R/GA Chicago, about hitting the appropriate back-to-school marketing mix, getting in front of the consumer year-round and the role subscription services could play.


Listen to the back-to-school episode of Answers in Action below:


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Author Bio:

https://auth.ama.org/PublishingImages/bio2.jpg
Sarah Steimer
Sarah Steimer is a staff writer for the AMA's magazines and e-newsletters. She may be reached at ssteimer@ama.org or on Twitter at @sarah_steimer.
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