Think Tank: To Affinity and Beyond?

Back-to-school shoppers love deals. Especially since the arrival of Amazon Prime Day in 2015, customers expect considerable discounts this time of year, and retailers know that offering deals is an inescapable part of competing for b-t-s shoppers. Many retailers wonder if this deep discounting is a smart long-term strategy. They know that deals bring in b-t-s traffic, but do those shoppers stick around and keep spending the rest of the year? The answer to that question can be yes — if retailers leverage promotions strategically. Expand Deals Throughout the Season The b-t-s shopping season has been under way since Prime Day commenced on July 15, but customers are still very much in deal-seeking mode. In fact, our recent Prime Day and b-t-s survey found that 69 percent of consumers said price is the biggest determining factor in the items they buy for b-t-s. And 71 percent are willing to put off purchasing an item until they find a deal for it. That means there’s still plenty of spending to be done as we head toward the conclusion of the season during Labor Day weekend. Retailers can capture consumer attention on those last-minute supplies and cool weather items that they still have not

Follow WWD on Twitter or become a fan on Facebook.

Read More...

from WWDWWD https://ift.tt/30xiHzb