Back-to-school shopping: How retailers and parents are reacting


This article is brought to you by Retail Technology Review: Back-to-school shopping: How retailers and parents are reacting.

By Jessica Grisiola, Senior Industry Solution Manager at Scandit.

Amid a squeeze on household living standards, back-to-school shoppers will be savvier than ever through necessity. The sting of ballooning costs combined with ongoing supply chain issues and availability woes have created a more organised shopper, keen to get ahead of the challenges and secure a bargain for essential purchases where they can.

This shift in determined purchase behavior now raises urgent questions for retailers about how well positioned they are to deliver on consumer demands in the run up to peak moments in the retail calendar.

With belt-tightening consumers now primed to stock up on essentials earlier than ever, retailers navigating unpredictable shopping behaviour in peak periods will need to be at the ready, arming themselves with the access to the right data and the correct omnichannel capabilities to ensure they can respond to fast changing habits and demands at lightning speed. 

With fierce competition in the high street, investment in omnichannel is key. To attract shoppers and keep them coming back for more, retailers must focus on offering the right product assortment, quality, or even personalised rewards, providing a full omnichannel experience. 

In-store, as consumers shop around to find the best price, it’s vital that retailers can keep track of what is on their shelves, stockroom levels - and keep their pricing labels accurate. It’s here that investing in the right technology can go far in actioning promotions and discounts accurately while freeing up store associates’ valuable time. 

The new retail reality has increased the demands on store associates to multitask, and retailers must provide the right tools to keep pace. Taking this journey to retail transformation requires resilience and serious investment but is key to delivering on the tools staff need and the experience customers demand. 

With just weeks until term time, parents are acutely aware that conditions are set to get a lot tougher. Retailers need to support customers through these tough economic times, or risk losing them for good.

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