Back to school season ramps up

officeworksAs the holiday season winds down, post-Christmas sales are in full swing, with Roy Morgan Research predicting that shoppers will spend $17.2 billion from 26 December to 15 January.

The research, which was conducted in conjunction with the Australian Retailers Association (ARA), is indicative of shopper focus on back to school sales, according to ARA chief Russell Zimmerman.

Zimmerman says that retailers selling apparel, footwear, stationery and technology will see a big sales boost as school holidays wind down and parents stock up on essentials.

“With the increased use of technology in our education system and more schools implementing ‘Bring Your Own Devices’, electronic retailers will likely see a surge in sales for laptops, tablets and other electronic learning accessories,” he said.

“Every year we see an increase in back to school supplies online. And with many parents now back at full time or part time work, online platforms provide parents with the convenience and flexibility they need to prepare their children for the new school year.”

Officeworks launched its 2017 back to school campaign earlier this week with an integrated marketing campaign that focuses on the role school products play in the lives of children at school.

The marketing initiative will include SEM, CRM, social media and in-store experience, alongside PR – which will see a number of consumer research, local media and product placement events launched.

The office supplies retailer have also launched a tech selector tool, which helps parents navigate their child’s school tech requirements.

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