Field Marketing Tips for Back to School Season

Field Marketing Tips for Back to School Season

Summer has finally arrived in the UK.  Schools have broken up for their summer break and already Back to School ranges are present in stores.

40% of parents expect to spend more than they did last year and 31% of parents will start making their purchases four weeks before their children return to school, in order to avoid the last minute rush.

Back to School is a key retail event in the UK, delivering approximately £2.3billion to the retail economy.  This event now covers an increased number of categories, including: school uniforms, sportswear and equipment, stationery, technology, snacks and drinks.

It’s become an extremely competitive event, only this week I read that two well know discounters will be offering a full School uniform for £4 – that’s incredibly cheap!

So how can suppliers and retailers maximise this key annual opportunity;

Promotions, promotions, promotions: Customers love promotions and they have become a real part of their shopping rituals. Good promotions will no doubt ensure repeat visits and increase basket spend. It is estimated that 83% of unplanned purchases are driven by promotions so accurate price and clear Point of Sale (POS) is essential.

POS:  52% of customers miss signs and messages in store and only 1 in 6 visit all of the aisles in store.  As a result, it is really key that POS displays are clear and that they stand out.

Stock up:  Availability is one of the top three pieces of feedback received from consumers as to why they will or will not return to a store. Therefore, retailers must ensure that they have available stock.

Let us help you deliver fantastic retail sales this Summer. We’d love to talk to you, so please drop us an email at or call our Central Office on 0117 905 5118 (option 1).


Amanda Heritage, Business Development Manager