Overview of the Importance of the Back-to-School Season for Shopping Centers
The back-to-school season is a pivotal time for shopping centers and shopping center marketers.
As we all know, families shift their focus from summertime fun to back-to-school over the next month or so. This period presents a golden opportunity for shopping centers to attract a diverse audience comprising parents, students, and educators. By understanding the unique needs and behaviors of these key groups, shopping centers can implement targeted marketing strategies that not only drive foot traffic but also enhance community engagement and boost sales.
This is pretty basic stuff, especially if you’ve been in retail real estate marketing as long as we have at COHN, and while back-to-school promotions cater to a broad demographic, we always recommend tailoring marketing efforts to resonate with both parents and students.
Parents are often on the lookout for convenient, one-stop shopping solutions where they can purchase everything from school supplies to new outfits. Make their lives easier!
On the other hand, students, especially those in higher grades, are increasingly influencing purchasing decisions, seeking trendy and functional items that reflect their personal style. Make their grades better!
By tapping into the back-to-school frenzy, shopping centers can position themselves as essential destinations for all things school-related.
Strategies for Maximizing Foot Traffic
“Back to school” is practically a holiday for shopping center marketers, and to maximize foot traffic during the back-to-school season, we recommend deploying a variety of marketing strategies.
Themed events are particularly effective in creating buzz and drawing crowds. For instance, hosting a “Back-to-School Bash” with live music, interactive activities, and special discounts can create an exciting atmosphere that appeals to both parents and children.
Obviously, sales promotions are another powerful tool for marketers. Offering limited-time discounts on school supplies, clothing, and electronics can incentivize shoppers to visit the center. Partnering with local schools can also be beneficial. By collaborating on fundraising events or sponsoring school activities, shopping centers can build goodwill within the community and encourage families to shop at their stores.
Because “back-to-school” involves the entire family, as well as your school district, creating a community-focused atmosphere is crucial. Parents and students are more likely to visit a center that feels welcoming and inclusive. Simple touches, such as providing comfortable seating areas and free Wi-Fi and hosting kid-friendly activities, can make a significant difference. More importantly for marketers, promoting these community-focused initiatives through local media and social media channels will activate and amplify their impact.
Over the years, we’ve had clients over the years do all sorts of things to promote a community atmosphere, including a School Supply Drive and Family Fun Day that featured a charity drive for school supplies, live entertainment, and exclusive discounts for donors. This event not only increased foot traffic but also fostered a sense of community involvement and support.
Digital Marketing Tactics for Back-to-School
These days, effective digital marketing strategies are just as crucial for reaching the tech-savvy, on-the-go audience during the back-to-school season. In other words, social media campaigns, email marketing, and targeted ads will significantly enhance the visibility of back-to-school promotions to our more tech-empowered audiences.
All of our retail real estate clients are very active on social media platforms such as Instagram, Facebook, and TikTok, and we find them all to be excellent for engaging both parents and students. Creating shareable content, such as localized back-to-school shopping guides, DIY school supply projects, and special promotions, can drive engagement and foot traffic. Pro Tip: Collaborating with local influencers can also help in reaching a wider audience!
Email marketing is another effective tactic. Personalized emails highlighting special offers, upcoming events, and exclusive discounts can entice recipients to visit the shopping center. Hopefully, you’ve been curating and compiling a wide-reaching email distribution list! Segmenting the email list based on demographics and shopping behavior can ensure that the content is relevant and appealing to each recipient.
Finally, mobile marketing plays a critical role in reaching parents and older students who are always on the go. Sending push notifications about flash sales, limited-time offers, and event reminders can keep the shopping center top-of-mind. Additionally, as part of a “clicks to bricks” strategy, mobile-friendly websites and apps can enhance the overall in-person shopping experience by providing easy access to store directories, event schedules, and special promotions.
Innovative Ideas to Stand Out
“Back to school” has been a powerful time of year for shopping centers for several decades, and standing out from what has been done in the past is always challenging. As such, we always encourage shopping centers to consider creative ideas beyond traditional sales and promotions. Hosting educational workshops, such as homework help sessions, art classes, or college prep seminars, can be an interesting way to attract families looking for enriching activities.
Or what about setting up a back-to-school essentials zone within the shopping center that can provide a one-stop shop for all school-related needs? This zone could feature a curated selection of school supplies, clothing, and tech gadgets, making it easy for shoppers to find what they need.
If you’re really looking to make a splash, you could incorporate technology to enhance the shopping experience. For example, interactive kiosks, mobile apps, and augmented reality (AR) experiences can engage shoppers in unique ways. If you’ve got the time and resources, you could consider building an AR app that allows students to try on different outfits and can virtually be a fun and practical tool for back-to-school shopping! Pro Tip: Whatever you spend money on developing should also be repurposed for other times of the year.
Thinking outside the box with unconventional marketing tactics can also be effective. For example, a shopping center could partner with a local radio station to host a live broadcast from the center, featuring interviews, music, and giveaways. This type of event can create excitement and draw a large crowd.
Measuring Success and Adapting Strategies
Tracking the success of back-to-school retail campaigns is essential for making data-driven decisions and improving future strategies. Foot traffic analytics, sales data, and customer feedback are valuable metrics for evaluating the effectiveness of marketing efforts.
Foot traffic analytics can provide insights into the busiest times and most popular areas within the shopping center, helping to optimize staffing and promotional activities. Sales data can reveal which promotions and events were most successful, guiding future marketing decisions.
Customer feedback is invaluable for understanding the shopper experience. Surveys, comment cards, and social media interactions can provide direct insights into what school shoppers liked and what could be improved. This feedback can be used to quickly adapt strategies and address any issues in real time.
Let Us Guide You to Back-to-School Success
COHN brings a wealth of expertise in retail real estate marketing—several decades worth, in fact! Our team specializes in planning, executing, and evaluating marketing campaigns that drive foot traffic and boost sales.
From themed events and digital marketing strategies to innovative ideas and data-driven adaptations, we can provide comprehensive solutions tailored to your shopping center’s unique needs. Our proven track record in helping retail centers succeed during the back-to-school season sets us apart.
Contact someone from COHN today for a personalized consultation and discover how we can help your shopping center make the most of the back-to-school season.
Let’s work together to create memorable experiences that keep families coming back year after year.
