In the past, back to school shopping conjures images of moms, minivans and moving from store to store with shopping lists. Today’s back to school shopping trips for families are more of a logistics exercise with moms doing online research and checking on social media to find the best deals before they set foot in the first store.
This is backed by recent researching showing the rise of the “Connected Mom”.
In a recent article titled “Digital Moms Favor Informative Ads” by eMarket.com, based on research from the Coalition for Innovative Media Measurement and Media Behavior Institute, survey shows that Gen X moms consumer more media on mobile than even television.
In Deloitte’s 2011 Back to School Survey, research shows that 64% of respondents with smart phones plan to use them for back-to-school, and 43% will download discounts, coupons and sales information. Social media is also playing a role with 35% of respondents using social networking sites to assist in shopping.
What is leading to this change and what is the implication for retailers? I talked to Laura Heller, contributor to Forbes.com retail blog Point of Purchase, who recently wrote about the back to school season.